EADS is Now AIRBUS

EADS will combine its defence and space units and take the name of its flagship brand Airbus, adopting a similar structure and style to arch-rival Boeing as it targets higher profits.

European Aeronautic, Defence & Space Co. (EAD) will adopt the Airbus name for the entire group to reflect the dominance of commercial aircraft and plans to combine defense and space operations to help weather shrinking demand.

EADS, which also reported earnings today that beat analyst estimates, said it will reorganize into three divisions, including civil aircraft, helicopters and defense and space. EADS rose as much as 3.3 percent to 45.75 euros, the most since it was formed and began trading in 2000.

Adopting its most recognizable brand "AIRBUS" for the entire group ends a decade-long attempt to create a balance between Airbus and other operations, most recently with last year’s proposed merger with BAE Systems Plc (BA/) that failed amid government opposition. Chief Executive Officer Tom Enders has since reshaped the shareholder structure to curtail political influence, and has vowed to make EADS more investor-driven.
“The renaming simply gathers the entire company under the best brand we have,” Enders said. Moving defense and space together will create a ‘one-stop shop for the air forces of the world.’’



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