Now it will be called Airbus Group, instead of European Aerospace, Defense and Space Co. (EADS), a name it used proudly for the last 13 years. This is a formidable rebranding initiative for a global 144,000-employee group headquartered in the Netherlands (for fiscal reasons only). The new title, which is scheduled to be ratified in May by the shareholders, has been in use since Jan. 1. Although easily understood, the new name is misleading and barely hides its goal: identifying the group with its strongest brand, its commercial aircraft unit, although the company has no intention of restricting its business to airliners. In other words, EADS admits that it will remain largely dominated in the foreseeable future by Airbus's portofolio.
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