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‘The end of an era’: Ikea, Russia’s middle class and the new cold war

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‘The end of an era’: Ikea, Russia’s middle class and the new cold war

Svetlana Shapovaliants vividly remembers visiting the primary Ikea retailer in Russia, shortly after it opened in 2000.

On the time, she and her husband have been of their twenties and residing in a “horrible” residence on Ryazanskiy Prospekt in Moscow. She spent Rbs4,000 — “one thing like a 3rd of my wage” — on a bunch of things together with “some terrible blue plates” that she nonetheless has.

Later, when the couple have been capable of purchase their very own home, they stuffed it fully with Ikea furnishings in what she describes as a “Moscow-Paris-New York design”.

“Individuals would come spherical and say ‘wow!’” she remembers.

Now a 47-year-old therapist and enterprise coach nonetheless residing in Moscow, she returned to Ikea final week. This time it was to say goodbye.

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When the Swedish firm introduced that it was shutting down its shops in Russia in response to the invasion of Ukraine, she and her husband jumped of their automotive. On arrival, they discovered an Ikea worker with a loudspeaker telling a big crowd that the shop was already closed. A younger couple walked previous carrying some vegetation.

The arrival of McDonald’s in Moscow in 1990 marked the start of a brand new period © Peter Turnley/Corbis/VCG/Getty Pictures

“We have been laughing in order to not descend into despair,” she says. “We understood that we have been witnessing an epoch-defining occasion. And we do not know what will probably be like, going ahead.”

Simply because the 30,000 individuals who queued outdoors the primary McDonald’s in Pushkin Sq. in 1990 symbolised the beginning of one thing new in Russia on the finish of the chilly battle, she says, the massive crowds that made one remaining journey to Ikea’s shops final week “mark the tip of an period”.

For the previous three many years, multinational corporations have performed an outsized position in Russian society, bringing a slice of the great life to a center class that had grown up with the drabness of the Soviet period.

But over the previous two weeks, since President Vladimir Putin launched an invasion of Ukraine, there was a dramatic exodus of those self same international corporations as 30 years of financial and enterprise hyperlinks between Russia and the west are being severed. In response to Yale Faculty of Administration, greater than 300 corporations have introduced their withdrawal from Russia in protest — even when some, resembling Ikea, have for now solely suspended operations.

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Entry to international client items — and the existence that they embody — has been an essential a part of the political compact between the federal government and middle-class Russians because the finish of the chilly battle.

Customers with full trolleys and baskets in an Ikea store
Prospects flocked to Ikea shops in Russia on the day the corporate introduced it could droop operations within the nation © Reuters

The query is whether or not the departure of the western corporations will gasoline opposition to the Putin regime and the battle, or just deepen nationalist anger on the west.

For the western governments in search of non-military means to counter Russia, they hope the psychological affect of the closures will improve the strain that’s constructing on Putin. Whereas the Russian president typically talks about Ukraine by way of restoring lands that have been managed from Moscow through the Soviet period, the west’s response has been to try to recreate the financial and cultural isolation of the chilly battle years.

Sergei Guriev, a Russian economist now at Sciences Po Paris, says it’s not simply the center class that may endure: the poor shall be harm much more, from rising meals costs and sharply greater prices for imported medicines.

The occasions of the previous fortnight could make it really feel as if “modernity is exiting,” he says. “On my final journey to Moscow, I believed how good and complex every thing was”, he provides. A few of that’s now being “destroyed.”

Clear and trendy

Virtually each Russian of a sure age remembers their first contact with the brand new international manufacturers that began showing within the late Eighties. Earlier than McDonald’s opened, there have been few eating places and plenty of cafés have been darkish and dingy. Russians didn’t simply queue up for the Huge Macs — they have been enthralled by the brightness, effectivity and broad selection on the menu.

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View of skyline of Moscow with apartment blocks of various architectural styles
Russians will typically describe a property for hire as an ‘Ikea residence’ — code for clear and trendy © Leonid Faerberg/SOPA Pictures/LightRocket/Getty Pictures

Ikea has been a central participant in that cultural transformation. For greater than twenty years, the Swedish chain has been an enormous success in Russia not simply due to its easy-to-assemble flat-pack furnishings, however as a result of it supplied an accessible entry into a brand new way of life for the center class.

In addition to opening 17 shops across the nation, together with in Siberia, the corporate can be one of many greatest operators of the procuring malls which have sprung up within the suburbs of Russia’s predominant cities. Driving alongside new, broad highways of their international model automobiles, middle-class Russians flocked to its 14 Mega malls, all of which have an Ikea because the anchor tenant. (Whereas the Ikea shops have closed, the department stores will stay open.)

Within the 2000s, Russians began to make use of the phrase evroremont, or “Euro-renovation”, to explain the ceremony of passage round revamping a Soviet-era residence, typically by putting in a brand new rest room and kitchen from Ikea. On actual property web sites, Russians will typically promote a rental property as an “Ikea residence” — code for clear and trendy.

“Ikea at the beginning is a lifestyle . . . When it appeared right here, this was tied up with the concept that Russia may have a center class,” says sociologist Alexander Filippov, who provides that half the furnishings in his house is from the shop.

Buying client items and home equipment in shops resembling Ikea was an essential change for individuals who had been used to flea markets, the place the origins of products have been typically unknown.

Vladimir Putin walks down an ornate passage in the Kremlin
Vladimir Putin’s invasion of Ukraine has spurred a dramatic exodus of western corporations from Russia © Alexey Nikolsky/Sputnik/AFP/Getty Pictures

“Now, you had this door open to a completely new world,” he says. “All of the sudden, every thing was out there. In the identical retailer you could possibly purchase an reasonably priced bookshelf, a rug, a mattress.”

Nationalist backlash

The increase in shops resembling Ikea within the 2000s had a a lot wider political resonance. In his first two phrases as president, from 2000 to 2008, Putin supplied Russians an implicit discount. There can be much less of the freewheeling democracy of the Yeltsin years within the Nineties, because the political system turned extra tightly managed by the brand new chief. However in return, he supplied a pointy rise in residing requirements, together with the power to pursue a western type of consumerism.

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Ikea’s iconic standing amongst a part of the center class was boosted when it launched a public marketing campaign in opposition to corruption in Russian life. In 2009, it introduced that it was halting new funding within the nation due to the pervasive bribes that it was requested to pay.

The corporate started to purchase its personal mills in order that officers wouldn’t be capable to threaten energy cuts if bribes went unpaid. A 12 months later the corporate sacked two senior executives — one in every of whom was near founder Ingvar Kamprad — who had allegedly turned a blind eye to bribes being paid to safe energy for a retailer in St Petersburg.

An employee adds pepperoni topping to a pizza ahead of cooking inside a Dodo Pizza restaurant
Russian fast-food chain Dodo Pizza is a homegrown challenger to western manufacturers © Elena Chernyshova/Bloomberg
A masked customer carries a tray of food in a Teremok fast-food outlet
Teremok, one other native fast-food outlet, provides ultra-cheap Russian-style pancakes © Gavriil Grigorov/TASS/Reuters

“I actually respect Ikea’s story,” says Shapovaliants. “How Ingvar kicked out his finest good friend . . . in a corruption case. That’s a well-known story.”

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Nevertheless, over the previous decade Putin’s legitimacy has rested a lot much less on rising residing requirements, because the economic system has stagnated, and rather more on nationalism and standing as much as the west. Within the course of, the political and cultural significance of western client items has diminished. The annexation of Crimea in 2014, which led to a spherical of sanctions on Russia’s economic system, was common with many Russians.

Not solely has among the novelty worth worn off, however there are many Russian manufacturers that may now compete with multinationals, providing comparable merchandise or experiences.

With 847 eating places, McDonald’s was the main fast-food chain earlier than it introduced its personal suspension of operations, however it faces homegrown challengers resembling Dodo Pizza, and Teremok, an ultra-cheap chain providing Russian-style pancakes. A number of Chinese language fast-food manufacturers have grow to be common lately. Ikea additionally now has home rivals resembling Hoff.

The preliminary response of the regime has been to try to mobilise a nationalist backlash in opposition to the international manufacturers. On Thursday, Putin mentioned Russia would discover “authorized options” to grab property primarily based within the nation from worldwide corporations which have determined to shut their operations.

“Is there a motive why all these Pizza Huts and Ikeas and so forth aren’t nationalised already?” Russia Immediately editor Margarita Simonyan wrote on Telegram on Tuesday. “Their retailers, warehouses and quick-service cafés are on our land, our individuals work there — so what’s the issue?”

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Shoppers walk past a closed Zara store in a Moscow shopping mall
Individuals in a Moscow shopping center stroll previous a closed Zara, which has halted buying and selling in Russia © Oleg Nikishin/Getty Pictures

Talking on Thursday, Moscow’s mayor Sergei Sobyanin mentioned the federal government would offer Rbs500mn ($4mn) for preferential credit of Russian fast-food chains to assist “to fill the area of interest which is being vacated by international chains”. McDonald’s community could possibly be changed by home companies throughout the area of six months to a 12 months, he mentioned, “particularly because the foodstuffs themselves are equipped by Russian suppliers”.

Filippov, the sociologist, says the closures may rally individuals behind the federal government. “I don’t assume it would provoke some critical negativity in the direction of the federal government,” he says. “We don’t know proper now how a lot more durable life goes to get, however I believe that the more durable it does get, the extra foundation there shall be for individuals to establish with one another . . . ‘We’re multi function boat’.”

However he warns concerning the prospect of mass job losses. “The state of affairs may grow to be very extremely strung . . . ” inside society, he says.

In the end, the chance for Putin is much less concerning the departure of western manufacturers and extra a couple of huge financial contraction that wipes out a technology of advances in residing requirements. The Institute of Worldwide Finance is predicting a 15 per cent stoop within the Russian economic system this 12 months, taking actual gross home product again to the degrees of the early 2000s, simply after Ikea first opened within the nation.

A large crowd of Russians line up outside the first Ikea store to open in the country in 2000
Russians thronged the opening of the primary Ikea retailer in Moscow in 2000 © Eric Feferberg/AFP/Getty Pictures
A crowd of shoppers in Ikea on the store’s last day of operation in Russia last week
Ikea has been a central participant within the cultural transformation of Russia over the previous twenty years © Reuters

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Shapovaliants says she fears for the way forward for her counselling and coaching enterprise, which she started eight years in the past. “It had simply began respiratory, rising, and we thought, wow, it’s actually going! And now I perceive that I almost definitely should say goodbye to that.”

In addition to worrying a couple of return to the social instability and crime not seen because the monetary disaster within the Nineties, she believes that an essential a part of city life is not going to be the identical. “Some manufacturers shall be simple to interchange, however with Ikea, I’m afraid that gained’t be doable,” she says. “It’s too cool, too ecological and moral.”

Extra reporting by Andrew Jack in London

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Rubio Visits NATO Amid European Alarm Over Trump’s Agenda

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Rubio Visits NATO Amid European Alarm Over Trump’s Agenda

Secretary of State Marco Rubio traveled to Brussels on Thursday for a gathering of NATO foreign ministers amid high anxiety over the Trump administration’s approach to Europe, including the war in Ukraine, relations with Russia and President Trump’s growing trade war with the continent.

Mr. Rubio’s visit to the alliance’s headquarters, the first by a senior Trump administration official this year, comes as relations between the United States and Europe have abruptly shifted from the close cooperation of the Biden era to mistrust and acrimony under Mr. Trump.

At the same time, NATO officials may welcome a chance to confer with Mr. Rubio, whom many consider the most pro-alliance member of Mr. Trump’s national security team.

As a senator in 2023, representing Florida, Mr. Rubio cosponsored legislation requiring any president to seek the Senate’s advice and consent before withdrawing from the organization. Former aides say Mr. Trump has privately mused about taking that step, which would shatter the 32-nation military alliance formed to counter Russia.

Foreign officials who have dealt with Mr. Rubio since he became Mr. Trump’s top diplomat have described him as downplaying some of Mr. Trump’s wilder ideas and translating them into more realistic policy approaches, although they also question whether he truly speaks for a president with whom he does not have a close personal relationship.

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And there is only so much Mr. Rubio can do to sugarcoat Mr. Trump’s agenda, which is driven by a view that Europe economically exploits the United States, is culturally out of sync with the values of Mr. Trump’s political movement and must do business with Russia’s president, Vladimir V. Putin.

Mr. Rubio also arrives just a day after Mr. Trump announced 20 percent tariffs on imports from the European Union. At the White House on Wednesday, Mr. Trump said of the E.U.: “They rip us off. It’s so sad to see. It’s so pathetic.”

In meetings with NATO ministers, Mr. Rubio is expected to press Mr. Trump’s call for a swift end to the war in Ukraine, an approach that alarms many European leaders who overwhelmingly support Kyiv and fear that Mr. Trump will wind up appeasing Mr. Putin.

Mr. Rubio’s fellow ministers will do their best to shape the Trump administration’s efforts to broker a deal between Kyiv and Moscow, which have stalled over wide gaps between the warring parties, and to urge the United States not to abandon Ukraine.

Mr. Rubio is also likely to reiterate Mr. Trump’s demand that NATO countries increase their military spending to 5 percent of their gross domestic product, even as many of them struggle to meet spending goals of 2 percent that the alliance set years ago. Mr. Trump and other top American officials believe that the alliance relies too heavily on the United States for protection.

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That was made painfully clear to European officials by a discussion among top Trump administration officials last month on the Signal app that unwittingly included a journalist, Jeffrey Goldberg of The Atlantic magazine. During the text chain, about a U.S. plan to bomb Houthi militants in Yemen, Vice President JD Vance complained that America would “again” be “bailing out” Europe by taking unilateral action to protect international shipping lanes that the Houthis have attacked.

“I fully share your loathing of European freeloading,” Defense Secretary Pete Hegseth responded. “It’s PATHETIC.”

Mr. Trump himself has warned that he may not come to the defense of NATO countries that he feels are not spending enough on their militaries, despite the alliance’s commitment to mutual self-defense. “If they don’t pay, I’m not going to defend them,” the president told reporters last month.

An additional point of tension is Mr. Trump’s determination to acquire the island of Greenland, which is an autonomous territory of Denmark, a NATO member. Mr. Trump has shocked officials from Denmark and other NATO countries by declining to rule out taking Greenland by force, although Mr. Vance said on a recent visit to the island that military action was not under consideration.

Denmark’s foreign minister will attend the gathering in Brussels, although it is unclear whether he and Mr. Rubio will discuss Greenland. Danish officials say they cannot negotiate Greenland’s fate on their own because the island has the right of self-determination.

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Mr. Rubio will be joined in Brussels by the new U.S. ambassador to NATO, Matthew G. Whitaker, whom the Senate narrowly confirmed on Tuesday.

NATO officials are unsure what to make of Mr. Whitaker, who briefly served as acting attorney general during Mr. Trump’s first term but has no foreign policy experience. During his confirmation hearing, Mr. Whitaker assured senators that the United States’ commitment to NATO was “ironclad.”

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Apple and other US tech groups hit as Donald Trump targets suppliers

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Apple and other US tech groups hit as Donald Trump targets suppliers

Shares in top US companies including Apple, Amazon and Tesla tumbled in after-hours trading on Wednesday as Donald Trump’s sweeping tariff regime threatened widespread upheaval to global supply chains.

Technology companies were among the hardest hit in initial market reaction, with contracts tracking the Nasdaq down 4 per cent. Apple, which is heavily exposed to additional tariffs on China, saw its shares plummet 7 per cent, with Amazon down about 6 per cent.

The escalation of Trump’s global trade war poses a significant risk to tech supply chains, after top executives spent months courting the president in an effort to soften or gain exemptions from policies that could hit their bottom line.

Tech companies were not the only ones suffering late on Wednesday. Shares in big retailers and consumer brands also sank after Trump’s tariffs announcement, with Walmart dropping 7 per cent. Target fell more than 5 per cent and sports apparel group Nike was off by 7 per cent in after-hours trading.

A 10 per cent universal tariff on all countries will apply from midnight eastern time on April 5, while higher “reciprocal” tariffs, which apply to multiple geographies including the EU, China, the UK, Japan and South Korea, are set to take effect from midnight eastern time on April 9.

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Wedbush analyst Daniel Ives wrote the spree of new tariffs was “worse than the worst case” scenario that markets feared. “Tech stocks will clearly be under major pressure on this announcement [over] worries about demand destruction, supply chains and especially the China and Taiwan piece of the tariffs.”

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An executive at a Big Tech company said that operating under the current administration was like “trying to hit a moving target”. “I’m more worried he’s going to break the US economy” than any one set of tariffs, the person said.

Apple declined to comment on whether there was any prospect of it securing a carve-out from the new tariffs, as it managed to do during Trump’s first term. A White House spokesperson confirmed there were no exemptions for Apple in the president’s executive order.

Tim Cook, Apple chief executive, is walking a geopolitical tightrope, with the company’s supply chains tightly bound to China, where the likes of Foxconn pump out millions of iPhones each year. A $500bn spending plan announced in February was seen as an attempt to placate Trump.

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Apple ships roughly 50mn iPhones to the US each year, with the vast majority made in China. The iPhone remains the company’s flagship product and accounts for more than half of its total revenue, with its Mac, iPad, wearables and fast-growing services business making up the rest.

Trump announced he would be imposing a “reciprocal” 34 per cent tariff on Chinese imports — on top of a 20 per cent tariff he has already imposed — as well as 26 per cent on India and 46 per cent on Vietnam, where Apple also manufactures.

The unilateral move affecting multiple crucial manufacturing countries would not only affect Apple’s close supply chain relationship with China, but also blunt any benefits from its attempts to diversify its manufacturing base elsewhere.

Amazon has similarly engaged in a recent campaign to woo Trump, having faced the president’s ire during his first term. Company founder Jeff Bezos attended Trump’s swearing-in ceremony and has dined with him several times in recent months.

The Seattle-based conglomerate is dependent on Chinese imports to stock its warehouses, and about a quarter of its retail arm’s costs are tied to China, according to Morgan Stanley analysts.

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Nvidia shares, meanwhile, shed more than 5 per cent after-hours, despite the White House clarifying that semiconductors would be exempt from the reciprocal regime for now.

The chip giant relies on Taiwan Semiconductor Manufacturing Co to manufacture its cutting-edge artificial intelligence chips, whose sales have propelled the company to lofty valuations in the last two years. 

Nvidia, whose chief executive Jensen Huang similarly promised hundreds of billions of dollars in spending in the US over the next four years in an interview with the Financial Times last month, declined to comment.

TSMC shares were down about 6 per cent in after-hours trading. The company recently committed to investing an additional $100bn in US chip manufacturing.

Meta shares were meanwhile down around 5 per cent. It has previously warned that its China advertising revenues could be hit in the event of an escalating trade dispute with the US.

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Trump also confirmed that 25 per cent tariffs will be imposed on all foreign-made cars and parts at midnight, hitting the stocks of all US carmakers.

Shares in Tesla fell 8 per cent in after-hours trading as investors worried about the impact on its global supply chain, as well as the prospect of retaliatory tariffs on the world’s largest electric vehicle maker. 

Last month Tesla warned that the cost of making cars would increase because “certain parts and components are difficult or impossible to source within the US” and American vehicles would become less competitive overseas.

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A White House factsheet said that cars and car parts “already subject to tariffs”, copper and “certain minerals that are not available in the US” would be exempt, without providing more details.

Daniel Newman, chief executive of The Futurum Group, described Trump’s move as a “rip the Band-Aid-off moment” for tech investors who have been jittery for weeks.

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“You’re watching the market react and you’re going: the whole world has basically become completely dependent on us having this very accessible economy,” he said.

For retailers, the share moves came despite years of effort to diversify their supply chains after Trump placed heavy tariffs on imports from China in his first term. Suppliers to the Home Depot, the largest home improvement chain, moved some production to south-east Asia, Mexico and the US, chief executive Ted Decker said last month.

Target has shifted production of apparel out of China and increasingly to Central American countries such as Guatemala and Honduras, chief commercial officer Rick Gomez said last month. Trump hit Guatemala and Honduras with 10 per cent tariff rates on Wednesday.

Target declined to comment.

“These newly announced tariffs — and the expected retaliatory tariffs on American businesses — risk destabilising the US economy, undermining the goals of bolstering domestic manufacturing and growth,” said Michael Hanson, senior executive vice-president at the Retail Industry Leaders Association, which counts Target as a member. 

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The new tariffs sparked an immediate push for special relief. The Consumer Brands Association, whose members include food manufacturers PepsiCo, Mondelez and Kraft Heinz, petitioned to exempt certain “critical ingredients” from the levies.

“We encourage President Trump and his trade advisers to fine-tune their approach and exempt key ingredients and inputs in order to protect manufacturing jobs and prevent unnecessary inflation at the grocery store,” the association said.

Additional reporting by Rafe Uddin, Hannah Murphy and Alex Rogers

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Grilled by Senate, Boeing CEO admits to “serious missteps” on safety

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Grilled by Senate, Boeing CEO admits to “serious missteps” on safety

Boeing CEO Kelly Ortberg testifies before the U.S. Senate Committee on Commerce, Science, and Transportation Wednesday about current and planned changes the company is making, including safety.

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Under sharp questioning from U.S. Senators Wednesday, the CEO of Boeing acknowledged a lax safety culture existed at the aircraft manufacturer but denied workers on Boeing’s factory floors were being pressured to speed up lagging production.

Boeing CEO Kelly Ortberg, who was appointed to his post just last August, appeared before the Senate Commerce Committee on Capitol Hill. The hearing, titled “Safety First: Restoring Boeing’s Status as a Great American Manufacturer,”” focused on the steps the company has taken to address production deficiencies and safety issues that led to the door plug blow out incident on an Alaska Airlines 737 MAX-9 jet in January last year.

National Transportation Safety Board investigators found that four critical bolts needed to secure the door plug in place were not reinstalled at the Boeing factory in Renton, Wash., leading the door plug to blow out of the fuselage of the plane in mid-air, causing a rapid depressurization in the cabin of the passenger jet. None of the 177 passengers and crew members on board were seriously hurt.

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But Texas Republican Sen. Ted Cruz, who chairs the Commerce Committee, says “the incident produced fresh doubt about Boeing’s ability to safely build planes.”

“Efforts to cut corners in production or to move to the next production phase before necessary parts arrived have led to unacceptable failures,” Cruz said at the start of the committee hearing. He then went on to criticize Boeing’s “insufficient oversight” of its suppliers and of its own manufacturing process, which Cruz says led to “an unsustainable lack of safety culture at Boeing.”

In response, Ortberg acknowledged the company “has made serious missteps in recent years, and it is unacceptable.” But he insists the aerospace giant has “made sweeping changes to the people, processes, and overall structure of our company” to improve safety.

In regards to the specific failures that led to the door plug blowing out in flight, Ortberg took responsibility and vowed to fix the problems on the factory floor.

“It’s unacceptable that an aircraft left our factory without that door plug properly installed,” Ortberg told the Senate panel, adding, “and let me just make that perfectly clear, that can never, never happen again.”

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Since the incident, the Federal Aviation Administration has capped Boeing’s production of 737 MAX jetliners, its best selling plane in company history, at 38 planes per month. But Ortberg acknowledged in Wednesday’s hearing that the airplane manufacturer isn’t even producing planes at that rate yet, and is about two years behind in delivering ordered 737 MAX airplanes to its airline customers.

Under questioning, Ortberg acknowledged that he’d like to eventually increase the rate of production to 38 by the end of the year, but he insisted the company is not in a rush to do so, nor is he pressuring factory employees to speed up their work.

“Look, I want to be clear, I’ve not provided financial guidance to Wall Street for the performance of the company, I’ve not provided guidance on how many aircraft we’re going to deliver, I’ve gone and gotten financial coverage so that we can allow our production system to heal,” Ortberg said. “I’m not pressuring the team to go fast. I’m pressuring the team to do it right.”

Boeing’s safety protocols and lax safety culture were already under intense scrutiny following the crashes of two 737 Max passenger jets just five months apart in 2018 and 2019 that killed a total of 346 people.

Several family members of those killed in the crashes attended the hearing. They held up photos of their brothers, sisters, husbands, wives and children who died.

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Many say they want Boeing and the company’s top officials, especially those involved in the design and certification process of the 737 Max, held criminally accountable for the aircraft’s design and production flaws and for deceiving safety regulators.

Ortberg told senators Wednesday that the company is in talks with the Justice Department in hopes of reaching a revised plea agreement to resolve a criminal fraud charge. Boeing is accused of misleading the FAA about a flawed flight control system that investigators blame in part for causing the MAX crashes.

“I want this resolved as fast as anybody,” Ortberg told the committee. “Hopefully, we’ll have a new agreement here soon.”

Last July, the company agreed to plead guilty to one count of criminal fraud conspiracy and to pay a $243 million fine and an additional $455 million on compliance and safety programs. But in December, the Texas federal judge overseeing the base rejected the deal, and last week, he set a June 23 trial date for the company.

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