Originally Posted by
HKprince
I think most passengers don't realise how big of an investment this really is. To overhaul the entire fleet will cost billions of dollars. From a financial perspective, this isn't feasible at all. For what? it's not like loads will suffer with the current product. SQ is spending $850mn to upgrade it's 18 A380s. With EK's current ~145 777 in service it doesn't make any sense spending that kind of money for a marginal increase in passenger amenities. It will not generate any additional revenue, if any.
EK makes a big fanfare about it because it is part of their marketing strategy. They have no intention to retrofit the entire fleet, though they must update the product to keep up with the competition. As long as a small percentage of the fleet has the new F class, they are able to use this as a marketing tool for themselves.
I don't disagree with you, just making a point. As Jeremy Clarkson says in their new ad campaign:
"Every now and then the game changes. You are introduced to something so luxurious and so special that afterwards everything else is a disappointment".
From their own marketing, their current F product is a disappointment compared to the new F. EK are going to have a lot of disappointed customers for a considerable period of time!