While Quest Helicopters was busy trying to sign up customers at the Dubai Airshow, its production of new aircraft is not set to begin until 2014. Mike Creed, the company's commercial and deputy project director, speaks about trying to lure buyers while transitioning from the research to production phase.
What is your strategy for competing in this corner of the aviation market?
We're a research and development company. The project, right now, is in its infancy, and we're developing new technology into the helicopter. The actual product [visitors saw] at the show is a four-seater [helicopter], but the one we're developing is a 10 to 15-seater. It will be a multi-role, multi-mission helicopter for emergencies, police, utility, offshore and VIP, and a quick change so we can remove interiors and put new interiors in a fast way.
You paired up with a luxury interior designer to help entice high-end buyers. So are there any unique features that passengers are not already familiar with?
Yes. What we have in the high-end designs is like new car technology. A lot of functions [come from] the car industry, who are way ahead of the aviation industry. We're going toward seating which is very much like car seats: they're fully reclining, with seat warmers for those climates that need them … refreshment cabinetry, and many screens which will be multipurpose and where you can actually see the controls of the cockpit in the back.
Each helicopter will cost at least US$2.5 million (Dh9.18m). What is your strategy for locking in buyers now when production is not set to begin until 2014?
We won't be one of those manufacturers who say we're expecting 300 orders in the first six months. No. Every order we take, our clients will be putting down $250,000 as a deposit. We won't be going on a $10,000 deposit gesture, which a lot of people can lose. We're looking initially at South East Asia and Middle East because we're in this location, but the business is global.
It took two years to secure suitable land for a production facility. Why did it take so long?
We wanted autonomy. We didn't want to be at an airport because we'd be very restricted in operational flying, the supply of parts, security - all sorts of things. We found a great sand site in Umm Al Qaiwain, in a triangle of unrestricted airspace between Sharjah and Ras Al Khaimah.
Did you consider other emirates?
We did look around at various locations. One was the airspace cluster in Al Ain, which may be of use to us in another phase. It's not ruled out, but the first phase will be in Umm Al Qaiwain.
Were certain emirates offering any incentives or perks to pick a spot with them?
No. The project is 100 per cent funded by the Al Ansari family of Quest group in Dubai. We haven't had any incentives or assistance. Maybe this will change in due course, as we just announced the project and kept it quiet before.
