Piaggio Avanti, Ferrari of the Skies, Looks for Formula One Sales Pace

Piaggio CEO Jose Di Mase believes in turboprops.

"No, the turboprop is not obsolete. When prospective customers fly in the Avanti they understand it is a concept; then when you show them the fuel used versus a jet, they are really surprised. I tell you, the jet appeal is not real."

So says Jose Di Mase, CEO of Piaggio Aero Industries, manufacturer of the ultra-smooth, fast and quiet turboprop P180 Avanti-the only production aircraft with three lifting surfaces and an aerodynamic, laminar flow fuselage.

Proof of the pudding is in the sales of the radically different business aircraft, here at EBACE in the static park. Orders now total 40, with four in the U.S. in the last five months alone.

"Do potential customers prefer a jet? That is not the issue," Di Mase told Show News. "Our problem now is: Do we have enough aircraft to sell? There is a long list of people interested."

Part of that enthusiasm comes from the Formula One racing car crowd following the appointment in 1998 of Piero Ferrari, son of the legendary Enzo, as chairman of Piaggio. Don't look for any bright red Avantis emblazoned with the famous prancing horse, but the link-and stamp of credibility-is very much there.

Piaggio chariman Piero Ferrari helps add to the prestigious mystique of the marque.

Ralph Schumacher bought a P180, the Ferrari racing team has one, and French F1 driver Thierry Boutsen (164 races in Formula1, three victories and 15 times on the podium) has just become official dealer for France, Monte Carlo and Belgium.

"In addition we have three very famous names, all synonymous with style, speed and quality, associated with this company," said Di Mase. "They are Piaggio -- which has been building airplanes since 1915 -- Ferrari, and Pininfarina, who will design our interiors."

Di Mase claims the P180 Avanti has the same size cabin as a Falcon 20, the same performance as a Citation CJ2, and a price less than that of a slowcoach King Air 350, at $4.7 million. "We do not have difficulty selling the aircraft. Nobody questions the price," said Di Mase. Plans call for 18 to be delivered this year, 24 in 2002 and 30 in 2003.

By John Morris