Rolls-Royce, whose stock price has quadrupled in two years, launches the engine brand "Durable"! Vows to win back large orders from Boeing.

The European aerospace engine manufacturer Rolls-Royce Holdings Plc, headquartered in the UK, recently stated that with the ability to provide strong power for the Boeing Company's 787 model and the upgraded Trent 1000 engine, the company is able to win back Boeing Company's business and secure new large orders. For many years, this aircraft engine manufacturer has been losing market share in this popular wide-body aircraft project of the American aircraft manufacturer. Rolls-Royce's large-scale bet on the Trent 1000 XE "durability upgrade" means issuing the strongest challenge in the aviation engine sector to its biggest competitor, GE Aerospace. Rob Watson, responsible for Rolls-Royce's civil aviation engine business, stated that pushing forward the sales of the Trent 1000 XE will be a key project this year. This new engine promises to have a higher and leading level of durability compared to its peers, and has been in mass production since the second half of last year. However, Watson stated that it is still early to determine whether the engine is also surpassing its key performance indicators. "We are actively entering the product sales mode," Watson said during an interview at the Singapore Airshow, emphasizing that a key focus this year is new engine supply agreements. "I believe we can win back major customers and have the ability to win more new customers." On Boeing Company's popular 787 project, Rolls-Royce has long been in a subordinate position rather than a core engine supplier, as most customers have chosen engines from its competitor - GE Aerospace, based in the United States. This has led the British engine manufacturer to play a subordinate role in such a highly successful project, with over 1,200 large aircraft in service. Potential sales targets for Boeing Company's "Dreamliner" include Malaysia Airlines Bhd. Several years ago, British Airways took the unusual step of switching to GE engines for its newly ordered 787, publicly snubbing the UK's largest manufacturer. These upgrades benefiting the Trent 1000 engine are part of a wider action by Rolls-Royce, worth 1 billion, aimed at improving the durability of its largest engines. This includes the Trent XWB series, which exclusively powers Airbus SE's A350 wide-body aircraft, Boeing Company's biggest competitor. In particular, the larger XWB-97 variant faced harsh criticism from Emirates' president Tim Clark, who accused Rolls-Royce of poor durability performance, leading to his refusal to order Airbus' largest production aircraft. Rolls-Royce is now focusing solely on the wide-body aircraft market and business jets; the company exited the International Aero Engines alliance in 2012, where they manufactured V2500 engines for the initial versions of Airbus A320. This withdrawal means that Rolls-Royce is no longer involved in the single-aisle market - the largest segment in civil aviation. Watson stated that the company is exploring paths to re-enter this market, mostly likely through partnerships. "I think we have made it quite clear that we are looking for partnerships," Watson stated. "There are a number of options around partnerships, and we will explore all of these options." In recent years, Rolls-Royce's financial prospects have greatly improved. Under the leadership of CEO Warren East, with huge orders from Airbus and the defense sector, Rolls-Royce's stock price has soared almost fourfold since early 2024, reflecting the market's extremely optimistic view of the company's fundamentals. In the next generation of propulsion systems, Rolls-Royce is developing its Ultrafan engine platform, with related technologies flowing back and being applied to existing Trent engines. While fuel efficiency has long been a major focus of new engines, the importance of durability has become crucial as maintenance issues have accumulated in recent years. "You have to strike the right balance and make the right compromises," Watson said. "Durability is the key message that all customers convey - they value a reliable engine." Rolls-Royce and "Roush Laisi" Rolls-Royce was founded in 1906 by Charles Stewart Rolls and Frederick Henry Royce. Initially involved in both automobile manufacturing and aviation engine production, in 1971, due to financial difficulties in developing new aircraft engines, the company went bankrupt. Subsequently, under the intervention of the British government, Rolls-Royce was split into two independent companies: Rolls-Royce, focusing on the manufacture of aviation engines and power systems; and Rolls-Royce Motors, the famous luxury car leader Roush Laisi, focusing on the production of Deluxe Corporation vehicles, owning the Rolls-Royce and Bentley brands. Bentley was later acquired by Volkswagen, while Rolls-Royce was acquired by BMW. Rolls-Royce is one of the world's three largest aerospace engine manufacturers, providing core aircraft engines to major airlines worldwide. Its engines are widely used in flagship commercial aircraft models such as Boeing Company and Airbus. Rolls-Royce also provides core engine and related engine technology support for military aircraft around the world, including fighters, transport aircraft, etc. Rolls-Royce also provides power systems and propulsion technology for ships globally, involving commercial ships, naval vessels, marine exploration, and even provides nuclear power systems for military nuclear submarines, being a key supplier to the UK Navy's nuclear submarines for a long time.