Mr. Bruno James
Head of New Energy Business Development of Airbus
Speech Title:
Scaling Up Affordable SAF for a Better Society
Biography
Aerospace engineer graduated from ISAE-Sup'Aero in Toulouse and MBA certified, Bruno James started his career at the design office of Safran on aviation engines in 1995. After joining Airbus in 1998, he held several managerial positions in Programmes, Procurement and Customer Services. Besides Airbus's headquarters in Toulouse, France, he experienced working in Airbus Japan and in Airbus Spain facilities. Since 2022 he is leading the business development activities of Airbus in relation with Sustainable Aviation Fuels and Carbon Dioxide Removals.
Bruno James was also made knight of the national order of merit of the French Republic in 2025.
Abstract
Airbus is committed to pioneering sustainable aerospace for a safe and united world, with decarbonisation being our most significant challenge and priority.
Our strategy is not focused on a single solution, but rather a multi-faceted approach tackling emissions across the entire aviation ecosystem. We have identified five key pillars driving our efforts: accelerating fleet renewal with the latest generation aircraft, developing more efficient future aircraft concepts, championing the widespread adoption of sustainable aviation fuels (SAF), implementing operational improvements for more efficient flight, and exploring market-based measures like carbon capture and removal.
Of all available decarbonisation solutions, SAF is considered to be a key contributor to reach aerospace industry’s decarbonisation roadmap (‘net-zero carbon emissions’ by 2050) set by ATAG, IATA and ICAO. For instance, according to ATAG’s latest waypoint report, SAF can contribute more than 50% of the required reduction in carbon emissions.
As the SAF ecosystem develops, a major hurdle to scaling up its global usage remains the price gap compared to conventional aviation fuel. To tackle this challenge and promote wider adoption, Airbus is positioning itself as a catalyst within the ecosystem. In this role, we are addressing demand, supply and regulation simultaneously.
This keynote presentation will illustrate this price gap using techno-economic models of the most common pathways, while proposing various solutions to bridge the divide. It is a vital challenge for the entire SAF R&D community to integrate this economic equation from the very outset, thereby minimising the price gap and maximising the chances of widespread market adoption.
Finally, this presentation will highlight the broader socio-economic benefits of SAF production for society, spanning areas such as employment, education, health, and energy sovereignty.
Our strategy is not focused on a single solution, but rather a multi-faceted approach tackling emissions across the entire aviation ecosystem. We have identified five key pillars driving our efforts: accelerating fleet renewal with the latest generation aircraft, developing more efficient future aircraft concepts, championing the widespread adoption of sustainable aviation fuels (SAF), implementing operational improvements for more efficient flight, and exploring market-based measures like carbon capture and removal.
Of all available decarbonisation solutions, SAF is considered to be a key contributor to reach aerospace industry’s decarbonisation roadmap (‘net-zero carbon emissions’ by 2050) set by ATAG, IATA and ICAO. For instance, according to ATAG’s latest waypoint report, SAF can contribute more than 50% of the required reduction in carbon emissions.
As the SAF ecosystem develops, a major hurdle to scaling up its global usage remains the price gap compared to conventional aviation fuel. To tackle this challenge and promote wider adoption, Airbus is positioning itself as a catalyst within the ecosystem. In this role, we are addressing demand, supply and regulation simultaneously.
This keynote presentation will illustrate this price gap using techno-economic models of the most common pathways, while proposing various solutions to bridge the divide. It is a vital challenge for the entire SAF R&D community to integrate this economic equation from the very outset, thereby minimising the price gap and maximising the chances of widespread market adoption.
Finally, this presentation will highlight the broader socio-economic benefits of SAF production for society, spanning areas such as employment, education, health, and energy sovereignty.