Boeing projected a demand for between 2000 and 3000 planes of the 7E7 type within 20
years of each copy entering service. A study by Frost & Sullivan predicted the sale of “at least
2000 B7E7s.”10 However, the demand was highly dependent on whether Boeing could deliver
the promised 20 percent cheaper fuel costs and the range flexibility in a mid-size aircraft.
Furthermore, if the range flexibility did require “snap-on” wings, such a design may significantly
increase the building costs of the aircraft. Not only did Boeing face the engineering uncertainty
of being able to deliver such an aircraft, but also the risk of its duplication by Airbus. Airbus had
already made the statement that if the fuel efficiency was primarily generated by new engine
designs, then it would simply order the more efficient engines for its planes. Any uncertainty in
the 7E7 plane specifications and risk of competition clearly put downward pressure on both the
price Boeing could demand as well as the number of units it would be able to sell.