PhOTOS: (left) Donna Hrinak, Boeing country president for Brazil, on the roof of the Boeing Brazil office in São Paulo. SERGIO ZACChI (Insets, from left) A view of Rio de Janeiro. ShuTTERSTOCk Brazil received its first F4B-4 fighters in September 1932. BOEING ARChIVES A cable car heads to the top of Sugarloaf Mountain in Rio de Janeiro. ShuTTERSTOCk Boeing F/A-18 Super Hornet Chief Test Pilot Ricardo Traven at Brazil’s Pirassununga Air Show. kEVINFlyNN/BOEING When Boeing delivered the first F4B-4 significant global player in terms of eco- market, is poised for explosive growth, fighters to the government of Brazil, it began nomic growth and its growing need for due to its positive economic outlook, a relationship with the largest country of infrastructure and modern security systems,” emerging middle class and increased use South America and the world’s fifth-largest said Shep Hill, president, Boeing Interna- of air travel,” said Van Rex Gallard, vice country by geographic area. tional, and senior vice president, Business president, Sales, Latin America. “In some That was 80 years ago. Development and Strategy. “Brazil’s respects, it’s going through a period of Much has changed since then. Over potential is immense and Boeing’s products, change similar to what we saw in the the past two decades, Brazil has been services and partnership mindset can U.S. market 30 years ago.” engaged in a modernization program help Brazil realize that potential.” Boeing’s two largest commercial that has made it one of the world’s Hrinak was a career officer in the U.S. customers in Brazil are GOL Airlines, the fastest-growing markets. Foreign Service before joining the private fifth-largest 737 operator in the world, and And one year ago, Boeing Brazil was sector in 2004. In addition to Brazil, she TAM, a strong 777 customer. In July 2011, launched to build stronger ties with this has served as ambassador to Venezuela, GOL announced its intentions to merge rapidly growing nation. Bolivia and the Dominican Republic. Hrinak with Webjet Airlines in Brazil, another all- Along with Russia, India and China, also has held the position of deputy assis- Boeing 737 operator. In addition, TAM Brazil is among the so-called BRIC tant secretary of state for Mexico and recently merged with Chile’s LAN Airlines economies that are expected to account the Caribbean. to create a new company called LATAM for much of the world’s economic growth Brazil represents a strong and growing Airlines Group, becoming one of the largest over the next decade. It is the world’s market for Boeing military and commercial airlines in the world by market value. sixth-largest economy by gross domestic products, according to Hrinak. In response to increased air traffic, Brazil product and the fifth-largest country “Brazil’s short-term needs and long- is improving its network of commercial by population. Brazil will be hosting the term ambitions coincide very nicely with airports and plans to convert a number of World Cup soccer championships in 2014 Boeing expertise and experience,” Hrinak local airports to commercial status in the and the Summer Olympics in 2016. said. “We’ve reached a moment when near future. The growing importance of Brazil both sides have come to understand our Hrinak said Brazil now recognizes, as a Boeing customer led the company common interests.” due to the value of its vast resources, the to establish a business office there in Boeing’s 2012 Current Market Outlook need to strengthen national security, both October of last year. Donna Hrinak, who projects that Latin American airlines will pur- militarily and technologically. served as U.S. ambassador to Brazil from chase approximately 2,500 airplanes valued Since the creation of Boeing Brazil there 2002 to 2004, was recruited to serve as at $260 billion over the next 20 years. have been significant agreements in the Boeing Brazil’s first president. “Brazil, which represents more than defense arena. In April, Boeing and Brazilian “Brazil has now established itself as a 40 percent of today’s Latin American aircraft manufacturer Embraer announced a BOEING FRONTIERS / SEPTEMBER 2012 33
Frontiers September 2012 Issue
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