L ight sports aircraft (LSAs) lightweight, not too fast cruise or stall, easy to fly, single-engine, two-seat Worldwide there are up models available (depending the definition used). In particularly, there are multiple brands flying, with eastern Europe a strong manufacturing base for many aircraft.
In April 2009, Cirrus Aircraft suspended, then abandoned, a Polish design LSA called the SRS. Around the same time, two of the world’s most experienced and trusted general aviation (GA) companies, Cessna and Piper, invested time, money and corporate reputation in LSAs. Both, figuratively speaking, crashed and burned, causing embarrassment, loss of face with loyal customers, and medium- to long-term brand damage.
Why did these two big players fail? What role did the “Three Ps of Marketing”: product, placement and price; or in aviation speak, plane,…