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Aviation History
2004
2004-09 - 1253.PDF
This philosophy has translated across Diamond's product line, where it has tried to push the parameters of design, cost and acceptance. Testament to this is the introduction of the DA40-180 Diamond Star in 1997. This four-seat 180hp (135kW) Lycoming IO- 360-powered aircraft broke the mould by outperforming similar aircraft that carried much higher price tags than the Diamond Star's basic instrument flight rules price of $195,000. Four years later and with Dries now sole owner of the company, the DA40TDI was launched as the first produc tion-built diesel-cycle piston single. "With the cost of aviation fuel rising in Europe, we identified a niche for an aircraft that will burn both Jet A-l and diesel fuel," says Feinig. The 135hp Thielert Centurion 1.7 engine adds a single-lever power control and is an economical alternative to older- technology Lycoming and Continental pis ton engines, Diamond says. The TDI was certificated in 2002, coinciding with launch of the DA42 Twin Star - the first certificated twin diesel. The aircraft was certificated in May and first deliveries are imminent. Diversification The DA42 Twin Star orderbook is already substantial, says Feinig, and the aircraft is being earmarked as an unmanned air vehicle platform. Having taken on the established general aviation giants with its composite light-air craft line, Diamond last year turned its attention to the very light jet market, launching the five-seat single-engine D-Jet. This diversification into the jet market does not faze Feinig, who is confident the niche product will be well received, partic ularly among the owner/flyer community, with which it has established a strong and loyal customer base. Feinig predicts about 15% of D-Jet sales will come from existing customers. To overcome the insurance concerns that are dogging the very light jet market, Diamond has set the maximum certificated altitude for the Williams FJ33- 4-powered D-Jet at 25,000ft (17,600m). Feinig says this will lower the qualification barrier for pilots. "We are producing an air craft for under $1 million, which pilots with around 300h instrument flight rules experience will be able to fly." Diamond plans to incorporate, as an option, a high-speed recovery parachute system, which could also lower insurance costs. The company aims to get the first D-Jet airborne early next year and has earmarked certification for the first quarter of 2006. Diamond's strategy is to bring a product to market within three years of its launch, says Feinig, which gives the company sig nificant lead time over rival products and a dominant share of each identified sector. This tactic has paid off. Diamond is now producing and developing at least 13 com posite aircraft and derivatives and the manufacturer has delivered around 3,000 to date. Aircraft deliveries have risen from 176 in 2001 to 263 last year. By the end of 2004, shipments are expected to reach about 420 aircraft, climbing to more than 850 in 2008. To support this anticipated demand, Diamond has built a 10,900m2 (117,000ft2) composites facility at its Wiener Neustadt headquarters near Vienna, which was opened earlier this year after a seven-month building programme. The factory will house production of wings and fuselages for the four-seat diesel- engine Twin Star and the D-Jet and is designed to boost annual production capacity to 600 aircraft, around half of which will be shipped to Canada for final assembly. The 2,000m2 facility at London, Ontario is home to engineering produc tion and customer support for the DA20C1 and DA40, of which deliveries this year are expected to exceed 220. The continuing strength of the euro against the US dollar led Diamond to form a supply company in Croatia, where the cheaper labour market should drive down company overheads. Diamond Aircraft Croatia will house the manufacture of labour-intensive composite parts at a fac tory in Varazdin, now under construction. The parts will be shipped to the produc tion lines at Wiener Neustadt and London, where the production processes are under scrutiny. "We are looking to reduce pro duction costs," Feinig admits. "Improvements will include the intro duction of a five-axis machine and auto matic paint machine which will speed up this process and reduce man hours signifi cantly," he adds. The demand for such automated pro duction techniques will intensify as the inventory grows and Diamond is again in search of new products. Although Feinig remains tight-lipped about the company's next choice of aircraft type, he points to a gaping hole in the six-seat single-engine market. "Our focus for the time being is to bring the D-Jet to market and to evolve and improve our product line," he says. Cheaper overhaul In April, Diamond introduced a fixed-pitch versiofi of the DA40 Diamond Star powered by a carburetted Lycoming O-360. This is expected to slash engine overhaul costs by about $5,000 compared with its fuel- injected IO-360-powered stablemate, says Diamond. Certification is planned for the fourth quarter. Also under development is a Lycoming-powered version of the Twin Star targeted at the North American mar ket. This aircraft is scheduled to enter ser vice early next year. "We will continue to work hard to increase our market penetration, particu larly with our new products," says Feinig. He suggests the company has made great strides in the past two decades to secure the requisite brand recognition for its products. "When we initially started producing the Katana, people hadn't heard of the brand and turned up their noses," he says. Now the challenge is to convince operators of old piston singles, particularly flying schools, to upgrade to a Diamond. The company is in third position in the light aircraft delivery table behind Cirrus and Cessna, but is eager to claim the top prize. "Our vision is to be number one manufacturer of propeller-driven single and twins," says Feinig, "and we aim to hold that position within five years." • SEE DA42 FLIGHT TEST P86 Diamond's introduction! of the DA40- 180 Diamom Star in 19971 reflects the company's philosophy | of addressing | niche markets 84 13-19 JULY 2004 FLIGHT INTERNATIONAL www.flightinternational.coB
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