Bombardier looks to retool private jet's image

A decision by executives of Detroit automakers to fly commercial airlines to meetings in Washington, D.C., was a public relations setback for private-jet makers such as Bombardier. "We have to pay attention" to the image of private jets, said Bombardier CEO and President Pierre Beaudoin. The company is looking to market jets as a strategic business tool and not as an extravagance, Beaudoin said.

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