Dassault has disclosed that 66% of all new Falcon 50EX business jet sales and a further 40% of all new Falcon 2000s have been sold to customers "moving up" in the market. The main reason, says Dassault Falcon Jet president John Rosanvallon, is the sophistication of today's buyers who understand the economics of aircraft ownership. Dassault says that with their low direct operating costs and high resale values, new Falcons often cost less over a typical six-year ownership period than competing jets with a lower price tag. As a result, existing operators of smaller business jets are joining the "move-up" market and replacing their existing aircraft with new Falcon jets--while first-time buyers are also becoming Falcon owners in preference to the traditional, smaller "entry-level" jets.