Joby vs Archer: An Analysis of eVTOL Makers’ Strategies

There are more solutions than obstacles, Nicolas Zart

Introduction: The Race for AAM Dominance

Mainstream mass media would have you think that the electric vertical take-off and landing (eVTOL) market is heating up led by two front-runners duking it out for first operations with wildly different cultures and business models. Joby Aviation and Archer Aviation, two US-based leaders hope to operate within advanced air mobility (AAM) by next year and are widely seen as the key players in the new era of urban air mobility (UAM).

While both offer piloted, four-passenger electric eVTOL aircraft with efficient and sustainable operations, both will use vertiports, and their approach to certification is different. Beneath the surface, both companies’ strategies and philosophies differ significantly, as well as their culture and business models.

To be fair, they are not alone. BETA Technologies already completed its first piloted transition, Autoflight is already flying in the UAE with its first scheduled missions in China with a stream of record-breaking distance transition flights. SkyDrive is already manufacturing its eVTOL, the SD-05. And, Vertical has already flown its eVTOL with a pilot.

This article explores the contrasting approaches of these public companies and analyzes their potential impact on the industry.

Joby’s Electric Air Mobility Ecosystem

I got to see Joby Aviation’s S4 eVTOL fly over a year ago at its Marina, California center. It was a spectacular experience. Although you could hear the whizz of the propellers for the first 100 feet, it dissipated completely until the only noise was from its fixed-wing chaser above what would seem to be 150ft. At one point, a big Coast Guard Leonardo came in for landing and take-off training. It was by far the only ting we could hear. I hope this dispells any notions that eVTOL are loud or wore yet, louder than conventional aircraft.

Joby has been around the longest having developed its eVTOL for well over a decade by now. Perhaps this is why it feels it can embrace the dauntingly challenging vertically integrated business model of developing its components and systems in-house. This strategy means Joby will have greater control over everything it will use, being the supply chain overall. By investing heavily in research and development, they aim to optimize every aspect of their aircraft and operations. The company has flown a full-scale aircraft through transition for the past four years. Joby publishes their certification progress. Lastly, Joby took the entire industry by surprise when Toyota became its biggest external investor. Recently, Joby’s partnerships and collaborations have helped show how the company will reach their goal of a holistic approach to AAM.

Joby’s In-House Development and Partnerships

• Memorandum of Understanding (MoU) in Abu Dhabi: After signing an eyebrow-raising exclusive 6-year deal with Dubai, the company recently signed a multilateral MoU with the Abu Dhabi government, laying the foundation for electric air mobility in the region. This aligns with Abu Dhabi’s economic diversification goals and positions Joby as a key player in the Middle East market.
• Regulatory Framework Development: Joby is working closely with the General Civil Aviation Authority (GCAA) of the UAE to establish a robust regulatory framework based on FAA and EASA standards. This demonstrates their proactive approach to safety and compliance.
• Skyports Collaboration: Joby has partnered with Skyports, a leading AAM infrastructure company, to develop vertiports and charging infrastructure. This collaboration ensures seamless integration of their aircraft into urban environments.
• Major Airline Partnerships: Joby has also collaborated with major airlines, such as Delta Airlines, to offer AAM airport shuttle services. This strategy provides a potential pathway to market entry and leverages the expertise of established industry players, as well as Uber. Lastly, the company has also partnered with the UAE’s Smart and Autonomous Vehicles Industry (SAVI).

Joby’s Technological Advancements

• Additive Manufacturing and Composites: Joby utilizes additive manufacturing and composite materials in their aircraft production. This allows for lightweight and durable structures, reducing weight and improving energy efficiency.
• Pouch Cells for Batteries: Despite a more challenging certification process, Joby has opted for pouch cells over cylindrical battery cells. This decision is likely driven by the higher energy density and customization offered by pouch cells.
• In-House Development: Joby’s vertical integration extends beyond manufacturing. They are also developing their own electric motors, flight control systems, and software, allowing for tighter integration and potential performance enhancements. And if that wasn’t enough, they plan on operating their aircraft cementing the vertical integration approach to AAM.

Joby’s Financials

Here is a Joby Q1 results transcript that gives an insight as to how the company differentiates itself from others:

“It’s Joby’s unique, vertically integrated, approach that ensures we continue to deliver on those goals, at pace. There is a trend amongst the companies in our sector, to highlight how they’re taking risk off the table by relying on the traditional aerospace supply chain. But at Joby, we believe the opposite is true. We don’t outsource 80% of our parts. We don’t outsource the majority of our testing. We don’t rely on others to build an operational software stack. We do these things ourselves. Not because we’re perfectionists, but because we’re pragmatists.

If you outsource 80% of your supply chain, you give up control of 80% of your product.

You can only be as fast as your slowest supplier. And your product is only as reliable as your least reliable supplier. As we see other, traditional aerospace companies re-integrating suppliers to address current issues, it’s clear that, in a new sector like ours, where the certification basis has only just come together, where we’re building aircraft that have never existed before, using parts that have never been combined before, we need a level of responsiveness… of agility… of responsibility – that you just cannot get when you outsource everything. That approach won’t be cheaper, it won’t be faster, and it won’t be better. It obscures risks, and results in evolutionary change instead of the revolutionary change we’re looking for.

At Joby, we are building a different sort of aviation company. One where we’re in control of the quality and speed of manufacturing, where we benefit from shared learnings amongst our team, and where we’re able to prioritize the best possible performance and best possible experience for our customers.

We are building a next-generation aviation company.”

Stay tuned as we next look into Archer in part 2.

For your reading pleasure:

https://www.jobyaviation.com/news/joby-to-launch-air-taxi-service-uae

https://www.jobyaviation.com/news/joby-flies-quiet-electric-air-taxi-new-york-city