Cirrus' Target Market: Every Pilot

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While other entrants in the burgeoning mini-jet market have listed the air taxi business as a major component of their plans, Cirrus' initial marketing push appears to choose the road not taken. The grey box is clearly aimed at those who want a jet of their very own, largely for the fun of it. "The personal jet follows the Cirrus philosophy path to grow and enhance the entire personal aviation industry," says one of the cards in the marketing kit. "A personal jet is about more than power, it's about empowering you to live the dream of the jet lifestyle." So when will we see it? The next big announcement for the-jet will be at the National Business Aviation Association convention in Orlando next week when the engine maker will be unveiled. But Cirrus officials say there will not be a mockup on display and they won't discuss how far along they are with construction of the proof-of-concept aircraft. However, the actual aircraft may be closer to completion than all of this marketing hype would suggest. A reader told AVweb he was at the plant earlier this year when he saw a jet engine being wheeled into a closed-off area of the factory. "No comment," say Cirrus officials we spoke to.