DUBAI (Reuters) – Dubai airline Emirates [EMIRA.UL] joined forces with Mercedes-Benz and motoring journalist Jeremy Clarkson to launch its new first-class suites on Sunday, impressed by the styling of luxurious automobile interiors.
Emirates, which was the primary airline to place showers on industrial jets, rolled out the futuristic design firstly of the Dubai Airshow.
“That is the primary time we now have seen something like this within the civil aviation world,” Emirates President Tim Clark mentioned.
The six absolutely enclosed cabins for its Boeing (BA.N) 777 jets function seats that recline into flat beds and a 32-inch tv.
B/E Aerospace, lately acquired by Rockwell Collins (COL.N), is the provider of the seats.
Emirates mentioned it spent “many tens of millions” of creating the brand new premium part over a number of years.
“The funding is an terrible lot of cash,” Clark mentioned, declining to reveal precisely how a lot the airline had spent.
Emirates has positioned high-definition cameras exterior the planes, enabling passengers sitting in the course of the primary class cabin to have a window-like expertise.
The airline has recruited Jeremy Clarkson, co-presenter of Amazon automobile present Grand Tour, for his or her promoting marketing campaign to advertise the brand new first-class.
“You could not like him, however most individuals discover him amusing, generally a bit irritating, however he’s very impactful,” Clark mentioned.
Clarkson was dropped from co-presenting BBC’s Prime Gear in 2015 after he bodily attacked a producer.
The dimensions of the suites will scale back the variety of first- class seats on Emirates’ 777s from eight to 6.
Clark mentioned Emirates was learning find out how to add them to its A380 fleet, and dismissed skepticism of first-class by different airways, telling reporters that there was robust demand for the premium class together with on routes to China, Paris, and London.
Some carriers have lowered the dimensions of their first-class, or dropped it altogether in favor of enterprise class and a premium financial system class product.
Reporting by Alexander Cornwell, enhancing by Larry King
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