Boeing Support for MAX Brand Wavers As 737 MAX Jet Nears Green Light
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SEATTLE/CHICAGO (Reuters) - Boeing Co BA.N is set to win approval for its grounded 737 MAX this week, but chinks are appearing in the brand as the most traumatic chapter in the jetmaker's history overshadows the planes' original billing of superlative performance.
When it returns to the skies next month as expected after a nearly two-year safety review, the "MAX" name will still be officially in place. Some airlines, however, have begun to soft-pedal references to the aircraft following two fatal crashes that killed 346 people.
Industry sources familiar with the branding say the name will likely be phased out over time as a strategy unfolds among airlines to de-emphasize the "MAX" label in favor of the...
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