Story ID: 323CAE
CAE Looks To Cement Image As Trainer
By: Kerry Lynch
Caption: CAE focuses on market position as training provider as business aviation training industry has filled out over the past decade.
Word Count: 625
Eight years after announcing a major push into business aviation, CAE feels confident it has added options that cover most of the market. But now the Canadian company is focusing on positioning itself as a full-service training solutions provider, rather than a training equipment provider, said Nick Leontidis, group president of civil aviation training solutions for CAE (Booth N2704).

The company had long provided simulation equipment, but in 2000 announced it would build a worldwide aviation training network. While first focused on commercial airline training, CAE stepped into the business aviation training arena with its $247 million acquisition of SimuFlite in December 2001. SimuFlite was a key acquisition for the Montreal-based company, because it operated nearly two dozen simulators at its Dallas facility and instantly positioned CAE as the second largest business aviation training provider.

Using that as a springboard, CAE began to build its business aviation training business and in 2007 announced it would add 16 new business jet training programs covering 90 percent of all active and in-production business aircraft. CAE opened a major new training center in Morristown, N.J., and expanded its business aviation training reach to Dubai, Shanghai, São Paulo and more than a dozen other locations.

The company now has close to 80 business aviation trainers in place, and it represents well over one-third of the training business. “We’ve done the heavy lifting in terms of investment,” Leontidis said. But, he added, “I don’t think you are ever done. We will always look at new programs.”

That investment has continued with announcements in May covering the addition of six new and expanded programs, including becoming the exclusive provider for Dassault’s new Falcon 5X business jet. Location for that program has not yet been determined, but Leontidis said it will involve at least one simulator in the U.S. and one elsewhere. CAE already offers a comprehensive Falcon portfolio, from the 7X to various of the 2000, 900, 50 and 10 models, with a concentration in Bordeaux, France, among other locations. CAE also added Global Vision-equipped Bombardier Global 5000 and 6000 training in Dubai and Sikorsky S-92 training in Zhuhai, China. Additionally the company developed Falcon 900 and 2000 EASy training in Dallas and Airbus Helicopters H225 training in Oslo, Norway, and is preparing to add a G650 trainer in Dubai.

Leontidis said he could see the potential for further expansion, noting, “We’ve dipped our toe into China” with Gulfstream training in Shanghai and the Sikorsky training in Zhuhai. He also can see potential additions to cover more light and midsize models, saying there are a few gaps for the training provider at that end of the market.

Beyond adding platforms and locations, CAE has explored new training standards and courses. Leontidis said the company has worked closely with U.S. and European regulators to help frame simulation training requirements. CAE also partnered with Aviation Performance Solutions to provide upset recovery training and separately has laid the groundwork to incorporate flight operational quality assurance data in training.

But as CAE has made this investment, Leontidis worries the company is still lagging in the area of perception. CAE has long established its reputation for its simulation expertise, but he said that the company also wants to cement its name in the training market. That’s part of why CAE no longer uses the SimuFlite name, Leontidis said. People looked at the provider as SimuFlite, but not necessarily CAE. “It created confusion over who was providing the training,” he said.

CAE plans to focus its branding to emphasize its role as a trainer. “More and more you will see this effort. We want to be known as a training solutions provider,” he said. o