The Concorde: a supersonic dream grounded by reality

In the late 90s, I dreamt of becoming an air traffic controller.

I even took the exam, but ironically, the English section tripped me up. Funny, considering I ended up working in English my entire career! Life has a way of surprising you.

Speaking of surprises, that era was unfortunately marked by the tragic Concorde accident. Taking off from Paris Charles de Gaulle airport, the supersonic jet crashed on July 25th, 2000, taking the lives of over 100 passengers and crew.

This event largely faded from my memory until recently, when I read an influencer remark about the Concorde lacking "product-market fit." That statement struck me with the same force as the Concorde's intense heat during flight.

Product-market fit essentially refers to a sweet spot where technology, business needs, and customer demands converge.

So, let's revisit the Concorde story through the lens of this triangular concept.

A Supersonic Dream

In 1947, Charles Yeager became the first pilot to break the sound barrier, piloting the Bell X-1 rocket plane. This historic feat ignited a supersonic race amongst major powers like France, the UK, the USSR, and the USA.

A Shared Vision

Developing supersonic aircraft proved to be a monumental task, demanding extensive research and development (R&D). Recognizing this, Sud-Aviation (now Airbus) from France and Bristol Aeroplane Company from UK joined forces in the 1960s. Their collaboration resulted in the first successful supersonic prototype, pushing the boundaries of commercial aviation.

Innovation at the Forefront: A Technical Marvel

The Concorde wasn't just fast, it was a technological marvel. The list of specifications included groundbreaking features like:

• Fly-by-wire system: This replaced traditional manual controls with an electronic interface, paving the way for modern flight control systems.
• Advanced engines: Turbofan engines provided the power needed for supersonic flight.
• Autopilot: This technology allowed for more precise and efficient navigation.
• Delta wing design: This unique wing shape offered superior performance at high speeds.
• Flight simulator: The Concorde program was one of the first to utilize flight simulators for pilot training, a practice still crucial today.
• Anti-skid system: The Concorde's landing presented a unique challenge due to its high speeds. To ensure safety, the SPAD (Système Perfectionné Anti-dérapant) anti-skid system was implemented. This system controlled wheel slippage, significantly reducing stopping distances and enhancing safety on wet runways.
• Rolls-Royce Olympus engine: to propel the Concorde to supersonic speeds, a modified version of the Bristol BE10 Olympus engine, developed by Rolls-Royce, was chosen. This powerful engine provided the thrust needed to achieve Mach 2 speeds.

Taking Flight: From Prototype to Reality

The first Concorde prototype took flight on March 2nd, 1969, in Toulouse, France, marking a historic moment in aviation history. Just a few months later, on October 1st, the aircraft successfully broke the sound barrier. Continued testing and refinements culminated in a flight exceeding Mach 2 (1,500 mph) for 52 minutes on November 4th, 1970.

The dream of supersonic passenger travel was inching closer to reality.

Obstacles on the Runway - The Business Environment

Despite its impressive technology, the Concorde's commercial success story remained unwritten.

A multitude of external factors, perfectly illustrated by a PESTEL analysis, grounded the Concorde's potential:

Political:

• Government Support: France and Britain heavily subsidized development and production, but this created dependence and limited market diversification.
• Regulation: Stringent safety and noise regulations restricted flight paths, with several countries denying permission for the Concorde to fly over their airspace.
• Political Stability: Domestic political stability was crucial for continued government support.

Economic:

• High Cost: The Concorde's development was exorbitantly expensive, impacting profitability. The R&D cost is estimated at 11 Billion French Francs (1.7 Billion Euros).
• Ticket Prices: The high cost translated to expensive tickets (8,000 Francs for a return Paris-NY, i.e. 15% higher than normal first class tickets), limiting the passenger base to a select few.
• Economic Downturn: The 1970s oil crisis dampened demand for luxury travel like supersonic flights.

Social:

• Public Interest: Initially, the Concorde generated immense public interest, showcasing cutting-edge technology.
• Environmental Concerns: As environmental awareness grew, concerns about noise and emissions arose.
• Shifting Lifestyles: Changes in business travel preferences, with a focus on efficiency over speed, impacted demand.

Technological:

• Technological Leader: The Concorde was a technological marvel, pushing the boundaries of aeronautics.
• Maintenance Costs: The complex technology resulted in high maintenance costs (18 maintenance hours for one hour of flight!)
• High cost of testing: The rigorous testing program accumulated over 5,300 flight hours - the most for any aircraft at the time. While this ensured thorough testing, it also contributed to the high overall project cost.

Environmental:

• Sonic Boom: The sonic boom generated by the Concorde led to restrictions on supersonic flight paths.
• Air Pollution: The Concorde contributed to greenhouse gas emissions and air pollution, burning 17 liters of kerosene per passenger per 100 kilometers!

Legal:

• Accident Liability: The international nature of the project made accident liability issues complex.
• Overflight Rights: Negotiating overflight rights with different countries added another layer of complexity.
• Environmental Regulations: The Concorde faced increasingly stringent environmental regulations throughout its operational lifetime.

Flying with the Elite - The Customer Experience

The Concorde wasn't just a mode of transportation; it was a luxurious escape for the privileged few, offering a glimpse into a world of speed, exclusivity, and unparalleled service.

• A Playground for the Wealthy: Concorde flights catered primarily to the wealthy elite. The exorbitant ticket prices ensured only a select few could experience supersonic travel.
• Luxury at Mach 2: The Concorde offered an unparalleled level of luxury. Passengers enjoyed gourmet meals, and attentive service, creating a truly luxurious flying experience.
• Speed and Status: Flying at twice the speed of sound wasn't just fast, it was prestigious. For those who valued their time and social status, the Concorde was the ultimate way to travel.
• An Exclusive Club: The Concorde cabin was like an "exclusive club" for the world's elite. Passengers rubbed shoulders with other high-net-worth individuals, fostering a sense of camaraderie and shared experience.

However, the experience wasn't all smooth sailing, with chqllenges such as:

• Discomfort during supersonic flight: While cruising at Mach 2, passengers experienced significant cabin noise and vibrations. The small cabin size and limited amenities also made the experience less luxurious than expected.
• Potential for delays: What's the point of flying fast isf your flight is delayed?
• Safety concerns: The fatal crash of Air France Flight 4590 in 2000 raised safety concerns among some passengers, despite subsequent safety improvements.
• Heat in the cabin: At Mach 2, air friction caused the aircraft's skin to heat up significantly. The nose could reach temperatures up to 127°C. Passengers could feel the heat radiating from the window casings and fuselage inside the cabin.

The ultimate grounding

The Concorde met its unfortunate demise in 2003 after 27 years of service. Several factors conspired to ground this supersonic dream:

• Economics Took Flight: Concorde's supersonic speeds came at a heavy price – fuel consumption. Burning a staggering 6,771 gallons per flight, the Concorde's operating costs quickly outpaced revenue, making it a financial burden.
• Age Took its Toll: By 2003, the Concorde airframe was approaching the end of its lifespan. Extensive and expensive maintenance overhauls would have been necessary to keep it flying, and Airbus, the manufacturer, was unwilling to invest further.
• A Deadly Blow: The tragic Air France Concorde crash in 2000, which claimed 113 lives, severely impacted public perception and led to a lengthy grounding. Implementing stricter safety measures after this accident would have significantly increased operational costs.
• Post 9/11 Downturn: The 9/11 terrorist attacks significantly dampened demand for luxury air travel, further impacting the Concorde's already struggling economic viability.
• Environmental Concerns: Concorde's sonic boom restricted flight paths, and its high emissions contributed to environmental worries. Growing public awareness of these issues made the Concorde increasingly unpopular.

A Legacy of Innovation and Lessons Learned

The Concorde's story is a fascinating case study.

While it achieved technological excellence, its struggle to find a sustainable market niche due to external factors and limitations in meeting customer needs ultimately led to its commercial decline. This highlights the crucial role of considering all aspects of product-market fit when launching a new product.

It's important to acknowledge the Concorde's 30-year operational lifespan. This demonstrates a degree of product-market fit, even if not on the grand scale envisioned.

Furthermore, the legacy of the Concorde's technology lives on. Many of its innovations, like fly-by-wire systems, are still fundamental components of modern aircraft.

The Concorde's story serves as a valuable reminder that even groundbreaking technology requires a sound economic model, public acceptance, a focus on environmental responsibility and a clear understanding of customer needs to achieve lasting commercial success.

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About the author: Elsa van Garderen is a strategy consultant for startups and SMEs.

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