Sure, there's a lot of small jets, and Pilatus doesn't know much about the business jet market, but they know their existing customers.
Some people like to buy an SUV even if they only drive in big cities, and never off-road. Part of Pilatus' owner-operator customer base may be "vanity-driven" to some degree...why not, it will be a very nice aircraft even if you don't plan to use it on grass strips every day, or if a turboprop could have done the same job (some people may still want a jet). I'm sure Pilatus have done extensive market research, and based this design on feedback from existing customers. They have a loyal customer base, and many may simply want to upgrade to the newest model, or to an even bigger cabin - the "deluxe" option (as opposed to the "economy" single turboprob pc-12). From a product line perspective, the PC-24 complements the PC-12, rather than cannibalizing it.
There's the obvious customers, like emergency services/govt agencies in remote areas in countries like Canada and Australia (should be an almost perfect fit), and there's probably a market for freight, things like shipping replacement parts in remote areas all over the world. The PC-24 could be interesting for charterers, not only for freight, but for business trips. I'm thinking about Indonesia, Russia, China, India. Brazil, and other countries where infrastructure hasn't kept up with economic development, for oil/mining etc. Possibly (?) there could also be military uses, Pilatus has good contacts.
The PC-12 was far more successful than anticipated. The PC-24 is a risk for Pilatus, but I assume a calculated one, and if I was a competitor, I'd be cautious about simply discarding it and assuming "no one needs this" and "few will buy it" - which might not be an optimal strategy, better prepare for competition. It's an offering which doesn't exist yet - a short field capable, "rugged" light jet with with a large cabin, an in-flight accessible, large, pressurized cargo compartment, and a barn door. Hard to say how many will need it, but it's a different, and flexible aircraft, there may be uses others haven't thought of. Entrepreneurial operators can carve out new market niches for it (I'm not very creative, all that comes to my mind right now is the South American...ahem...premium coffee trade, the PC-24 must be a good choice for smugglers; but others will certainly find better uses for it). Seriously, specs and price seem competitive, and it isn't a "me too" product, it has some unique selling points. Sales to various different market segments may just add up.
Finally, there were more than thousand (2500?) orders for the Grob 180 SP, if I remember correctly; before the prototype crashed, and they went bust. Pilatus is a bit more conventional, and conservative in their approach to design and engineering, I doubt they'll make the same mistakes Grob did. But I think the interest In Grob demonstrated that there could be a demand for this kind of aircraft.
Last edited by deptrai; 23rd May 2013 at 05:20.