Bombardier: The Rise of the Phoenix

In 2025, Montréal-based Bombardier, after decades of innovation in recreational products, rail transportation, commercial aircraft, and business jets, faced the aftermath of industry downturns and capital-intensive projects that had pushed it close to bankruptcy. Under CEO Éric Martel (since 2020), the firm reduced debt and refocused on business jets. Five years later, Martel had to decide how to drive the next phase of growth: double down on Bombardier’s business-jet advantage, or expand into aftermarket services and defense contracts.