Cirrus Aircraft sales soar; brand adopts new look

DULUTH — As annual sales at Cirrus Aircraft neared the $1 billion milestone, the company announced a new brand identity Friday.

Its updated logo and "Everything in Reach" campaign align with its efforts to make aviation more accessible — to experienced and new pilots, as well as to non-pilots.

Gary Meader / Duluth Media Group

“In addition to its state-of-the-art aircraft, Cirrus provides a comprehensive ownership experience for world-class flight training; product services and support; aircraft management; upgrades and accessories; sales; finance; insurance and more,” President of Customer Experience Todd Simmons said in a news release.

Founded in 1984, Cirrus has seven locations in the United States, including its headquarters in Duluth, as well as Grand Forks, North Dakota, Texas, Arizona, Florida, Tennessee and Michigan. Cirrus was purchased by China Aviation Industry General Aviation Co., a division of the state-owned Aviation Industry Corp. of China, in 2011.

According to Duluth Area Chamber of Commerce President Matt Baumgartner, advanced aviation continues to be a growth sector for the regional economy, with an annual economic impact of over $1 billion.

The sector is made up of over 7,000 employees working for companies such as Duluth International Airport, Cirrus, the 148th Fighter Wing, Lake Superior College and Monaco Air.

"Cirrus is a critical player in the advanced aviation cluster and a major player in our regional economy, employing over 1,200 people and continuing to make investments into their campus," said Baumgartner.

These investments include the opening of its Duluth innovation center, which will increase manufacturing opportunities for the Twin Ports region, according to Baumgartner. He also noted the aviation company is pursuing new technologies, such as alternative fuels and reduced carbon footprint manufacturing.

Additional involvement in the community's development includes the company's support of the STARBASE and FIRST Robotics educational programs, and partnerships with local higher-education institutions, such as Lake Superior College, to build up the future workforce, Baumgartner said.

Each year, General Aviation Manufacturers Association gathers aircraft shipment data from 39 manufacturers, and aircraft registry data from 47 countries — representing the majority of the market.

Last year saw increases across the board for general aviation shipments and billings of aircraft in all segments, according to the association's 2023 General Aviation Aircraft Shipment Report.

While comparing overall shipments of piston engines, turboprops and business jets in regions worldwide, North America dominated at 71%, followed by Europe at nearly 12%, then Asia Pacific with almost 7%.

Cirrus' billings were more than $930 million in 2023 — up more than 20% from the previous year, the association reported. Overall, Cirrus sold 708 airplanes last year, including its SR20, SR22, SR22T and SF50 models.

Cirrus' ultra-light SF50 Vision Jet had the highest number of deliveries among all corporate jets, accounting for 96 of the overall 730 recorded.

The jet features the Cirrus Airframe Parachute System, along with a simple design, single-engine, low maintenance costs, competitive pricing and ability to land on its own — making it a popular choice for first-time private jet pilots.