“We think the NG is the most efficient, highest-quality production process anywhere,” he says. To keep it that way, the company will turn to its Spirit Exact design-build software process to smooth the MAX's transition into the 737 line.

As of May, Boeing had recorded 451 MAX orders. The new program is leading the 737's charge past the 10,000-total-order mark. As of last week, Boeing was within 221 orders of that milestone, which no other commercial jet has reached. The company does not expect the head start Airbus achieved with the NEO to affect the sales balance between the A320 and 737 over the long run. To European reporters, Vice President Randy Tinseth, Boeing's head of marketing, said the MAX will build on the 737's “higher lease rates, higher 'fair market' values and higher residual values” to attract orders.

With the MAX order count growing, the marketing heat is on for both manufacturers as they head toward next month's Farnborough air show.