Late last week, I visited the Rotax factory in Austria, where Ive been once before and Ive interviewed the company executives and technical people more times than that. These discussions drift around various themes, but two recur noticeably. First, Rotax and its parent, BRP Powertrain, is, above all else, an engine company. But the conversations project that notion as almost secondary to the fact that the R in BRP stands for recreational. That means, among several, snow machines, ATVs, motorcycles, BRPs unique Can-Am Spyder which they pointedly say is not a motorcycle, and, of course, aircraft.
The second thing these conversations show is that BRP understands its entire business relies on the burning of gasoline for fun but not necessarily profit, in the sense that it’s not primarily a commercial aircraft engine manufacturer. Recreation is the core,whether it be boring holes around the pattern or slashing through the woods on an ATV. In the U.S., we take this sort of thing as a birthright, but its different in Europe. In Austria, for example, personal watercraft arent allowed on the lakes during the two warmest months of the year. I suspect its about noise first, but pollution and safety are also factors.
Few here complain about that; its just an accepted fact and they run the company accordingly. In the U.S., we would rail about over regulation and government intrusion. Thats just the way were wired.
Without saying as much, Rotax also seems more attuned to an issue aviation is quite vulnerable to: carbon exhalations of piston engines. Regardless of which tribe you belong to with regard to the veracity of anthropomorphic warming, the rest of the world is starting to take notice with regulation and policies and Rotax is trying to stay ahead of this evolution because its entire business depends on it.
The 912 iS is a prime example, which Ive mentioned before. Ask anyone at Rotax about the business case for this engine and youll be told it only makes sense as a long-term play. Very long term. This engine is likely to be in the product line for 10 years at least and probably more like 25. So thats the timeline for the return on investment and Rotax is willing to accept that, something which cant be said of many American companies, never mind American aircraft companies. Continental could be said to going the same way with its diesel investment. Theres no quick buck there. Of course, Continental isnt an American company, is it?
During a company overview briefing, Rotaxs Christian Mundigler told me Rotax is determined to be seen as an environmentally responsible company acting ahead of any regulations forcing it to do so. Francois Tremblay, head of BRPs propulsion business, said the same thing. I was a little surprised to learn that in some of its test cells, Rotax is using the engines to generate electricity to power the plant and they recover exhaust heat to warm the shops for the same reason. All of this requires investment, of course, and I asked if the energy recovered runs black or red. Tremblay was non-committal on that, but again, in the European context, the payout is in perception and Rotax probably cant afford not to make the investment. I wonder if American companies will ever get to this point or can afford to not bother. Interesting to ponder, no? To be fair, many already are. We just dont hear enough about it.
Another interesting thing about Rotax is how it lets the passion of its customers infuse the management and promotional teams, which are sort of joined at the hip here. The motor sports-specifically motorcycles-are famous for flying journalists to exotic locations and having them try out the latest new product. In aviation, just getting a look at the latest product can sometimes be like extracting molars with a pair of channel locks. That sort of promotion just isnt done and to be fair, the companies probably dont have much of a budget to do it. We try to help by showing up at the door notebook and camera in hand to review products. Often, we dont even get a call back.
Rotax, on the other hand, takes a page from the motorcycle industry, of which theyre part. Im writing this in a giant lux tent erected at the Wels, Austria airport. Rotax sponsored a dinner here last night, a luncheon today and another dinner tonight. Tonights dinner will combine the aviation side with a couple of hundred European Can-Am riders. I didnt ask about the RIO on it because Im sure no one looks at it that way. This is nothing but expensively funded promotion and brand building and Ill tell ya this, it injects a little optimism and enthusiasm into an industry-aviation-that can use a lot more of both. Continentals Learn to Fly Day at Fairhope last month had the same effect. No matter how gloomy things might seem, theres nothing like a good party to spread a little sunshine, even for a grump like me.
Plus the beer is terrific and a got to ride the Can-Am Spyder around. No, not at the same time….
In a follow-up blog, I’ll examine what Rotax may be up to.
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