Fifty years after its first flight, the Boeing 737 line of aircrafts is taking in an infusion of fresh blood. The new 737-MAX 9 took its first flight last Thursday. It is Boeing’s new fuel-efficient, long-range successor to the 737-900. Boeing has committed to making four new versions of the 737, including a bigger version called 737 MAX 10X.

A couple of heads of two major aircraft leasing companies doubted the appeal of the MAX 10X, citing cannibalization as a reason.

Business school education 10 years ago would teach students that “cannibalization” was a bad word for products. Today, however, a company must “cannibalize” itself so as to give the maximum market coverage for profitable segments. Otherwise, your competitors would “cannibalize” it for you. This is especially important for products that have a waiting list, as aircrafts usually do.

According to a Reuter report, “The China market and airlines there are very interested in the (MAX) 9 and 10 depending on their needs,” said Michael Teal, 737 MAX chief project engineer and deputy program manage, “We’re looking at putting together deals for the China market today on both the 9 and the 10.”

Image credit: The Boeing Company