World's beautiful, Airbus says as air industry sets out green goals

Airbus led a chorus of pledges by aviation leaders to cut emissions under an eco-friendly new slogan on Wednesday, but was forced to defend its jet-selling business under criticism from campaigners urging the industry to tame its growth. The European company, which last year announced plans to develop a hydrogen-powered airplane from 2035, said aviation could only hit net-zero carbon emissions in 2050 if airports, airlines and air traffic systems also embraced radical change. "Reaching net zero will be the result of a truly unparalleled act of cooperation," Executive VP Julie Kitcher told the "Airbus Summit". Alternative fuels, lightweight materials and a long-awaited overhaul of air traffic systems are needed, Airbus said. But delegates were warned the transition could also force up fares. Days before German elections that could reshape European green politics, Airbus road-tested a new slogan designed to link its own brand and an under-pressure aviation industry with sustainability: "The world is a beautiful place". Replacing the earlier catchphrase "We make it fly", the rebranding could be contentious with green groups. It nonetheless reflects a shift in industry boardroom priorities - from winning the race to develop iconic machines, to overcoming the climate concerns of politicians and investors. Speakers at the event at the planemaker's Toulouse headquarters were supplied with "key messages," though Airbus did for the first time provide a platform for industry critics. Transport & Environment, which advocates tighter controls on aviation, accused the industry of chipping away at regulation while appearing to be supportive over environmental goals. It challenged Airbus to stop selling new short-haul jets in Europe from 2035, the date at which it says it will have the hydrogen-powered model available for about 100 passengers.<br/>