Cirrus unveils Gen7 SR series and novel marketing approach

Tonight (January 11), in a video stream from Orlando, Florida, Cirrus announced the latest addition to its SR series, the G7 (7th generation). Changes include a redesigned panel to more closely match the configuration of the Cirrus Vision Jet, as well as other jet-like features such as a stick shaker and automatic fuel tank selection. And yes, cup holder placement and robustness have been improved. This change is included in the full piston line of the new SR20, SR22 and turbocharged SR22T.

Ivy McGiver, executive director of SR Series, spoke in a video about the company’s post-COVID-19 market success. AV webLast September, Paul Bertorelli of “The Second Bump” in aircraft sales after the pandemic. The first shock came from pilots who realized they had “more time and the same amount of money” while working from home and not being able to travel, or those who were already interested in becoming pilots. . She defines a second bump as when a non-flying friend of the first bumper sees how attractive private flying is and acts on that appeal. Did. Judging from the tone of the video, Cirrus is embracing this market with her G7 redesign and accompanying marketing.

The tagline “Everything is within reach” had a double meaning, not only referring to flights to exotic destinations, but also improved passenger cabins for both front and rear seats. The panel now positions the two Garmin Touch controllers closer together in the center section, leaving room for a car-like “cubby” for your phone or snacks below the autopilot. The Multi-Function and Primary Flight Display (MFD/PFD) is 35% larger than the existing Cirrus model and the top of the glare shield is lower, exposing more of the windshield to the occupant’s view To do. Virtually everything is touchscreen “just like your phone or tablet.”

The start switch is keyless and push button type, just like a car. In fact, Cirrus has emphasized many times that his goal with the G7’s interior redesign is two-fold. The goal is to make the G7 more car-like and to make it more similar to the Vision Jet for future upsells.

The appeal to customers new to the aviation industry was obvious. “We keep it simple.” Frequently repeated messages include “Flying doesn’t have to be complicated,” “You don’t have to be a professional pilot to be a safe pilot,” and even “[the G7] It’s great for your first flight. ” The Cirrus pilot training program and the manufacturer’s customer support elements were also featured repeatedly in presentations and videos.

Some might have expected something more innovative, such as the Jet A’s combustion engine, retractable gears, and Fadec controls, but the Cirrus added an emotional sell to the appeal of flight.

McGiver said in the video that he recalled how freeing it was to get his first bike, and that learning to fly a plane took that feeling to the next level. That’s the direction Cirrus is moving in with G7.