Sling’s 1000 and Onwards
Guy Leitch chats to Sling Aircraft Executive Chairman, James Pitman, about the company’s rapid growth.
GL: Congratulations on over 1000 Sling deliveries. Many of these were sold as kits – do you have any idea how many are flying?
JP: We’ve taken orders for 1,250 Slings: 550 Sling 4s, 450 Sling 2s and 250 Sling High Wings. They are sold as either ready to fly, as quick-build kits, and as standard kits, so we cannot be certain exactly how many are now flying. The number, though, is more than 750.
You’ve come a long way in 17 years. What were your major milestones?
Our first challenge was to design a practical, high performing, safe and beautiful aircraft. Our first major milestone was flying the development prototype in 2008. In 2009 we built a ‘production prototype’, which we flew to Oshkosh and on around the world.
Having developed an aircraft, of course the next challenge was to sell some. And then to effectively produce them. I agree with Elon Musk’s assessment that, in general, development of products is not the real challenge – that comes with production.
In mid-2010 we moved to Tedderfield Air Park and commenced real production. Our production capacity, skills, quality and efficiency continues to improve.
In 2011 we developed a prototype 4-seater and flew that around the world. The SACAA delayed our entering production with the 4-seater for some years, so production of that really only started 2013.
In 2018 we were able to develop the upgraded Sling 4 TSI, using the new Rotax 915 engine, changing the Sling 4 airfoil, increasing horizontal stabiliser size and making other tweaks and improvements. The aircraft represents a sublime marriage of airframe and engine, and this gave rise in turn to the Sling 4 High Wing during 2020. Both the TSI and Sling 4 High Wing are high performing light 4-seat aircraft with outstanding utility, lovely handling qualities and efficient operating characteristics.
Paradoxically, Covid improved aircraft sales. In 2023 we acquired large new premises in Alberton, investing significantly in increased production.
The quality of your ready-to-fly aircraft in terms of fit and finish rivals expensive sportscars. Do you pursue quality rather than price in your market positioning?
We have indeed made a conscious decision to focus on high-quality products, rather than seeking to compete primarily on price. Insofar as the finish is concerned, in 2011 we built a Sling 2 from scratch to completion in a 7-day period, using 5 men from the factory, and 5 women with no aircraft assembly experience. Mike and I then flew the aircraft to Aero Friedrichshafen over a further 7-day period, where we proudly showed her to the European market. Where Americans, Australians and others from the “new world” had always wanted to understand performance, economy and capacity, many Europeans appeared to us more interested in the origin of the leather, who performed the stitching and suchlike. It brought home how much the purchase of an airplane is an act of love and bonding. Beauty and quality are essential.
Do you think your many daring round the world flights made a big difference in differentiating Slings from other light sport aircraft?
Our long-distance flights have definitely NOT been first and foremost about marketing – they’ve been about fun and adventure. But the flights, together with the wonderful story telling and film-making of our friend Lloyd Ross, have definitely helped to get the Sling story out to the world.
It’s always difficult to really understand the exact role and contribution of brand and marketing – but I think that in our various trips our aircraft have proven themselves even to us. I think the position is more that the aircraft are so easily able to perform those trips because they are so convenient, effective, reliable and easy to operate. They’d have proven themselves so even in the absence of those journeys. Mostly the journeys were an excuse for the company owners to have a good time!
You are doing great things with export sales. What percentage of your sales are now outside of South Africa?
The export percentage has risen steadily, from zero in 2010 to approximately 85% at present. But each time we develop a new model, there’s an early rush of South African orders that somewhat skews that for a period.
The American market is traditionally hard to break into – how are you doing there?
It took us several years to break into the US market, but today the US represents approximately 60% of all sales. The business distributes Sling products across the USA, with numerous established dealers, and has developed a fine reputation. We’re delighted by the reception of our products by the American public.
Sling Pilot Academy, based in Los Angeles uses Sling LSAs for flight training, is proving incredibly successful. Its fleet of Slings currently flies more than 4,000 hours per month. It has just opened a second campus in San Diego, and all indications are that it will continue to grow in years to come.
How is your relationship with the SACAA? Have they been a help or a hinderance?
A difficult question to answer! The regulatory framework in South Africa is permissive and well-conceived. However, the regulator sometimes has its own views on just how and on what terms it should be applied. We’ve had real frustrations dealing with the SACAA, but we have also developed strong relationships with individuals within the organisation, and overall, there is a fair deal of goodwill and support. The wheels turn slowly, sometimes maddeningly so, but we’ve been able to get what we need pretty much every time we’re legally entitled to it.
The FAA is moving towards finalisation of its MOSAIC proposals – will that have a big positive impact on your American market – and perhaps the rest of the world?
MOSAIC will have an almost unimaginably positive impact on Sling’s business. Most pilots would not choose to build their own aircraft. And Sling, by the nature of our products, and because we have the South African regulatory framework, is perfectly positioned to supply MOSAIC compliant products. The time is ripe, the development is entirely appropriate and desirable, and Sling is fortunately well positioned to benefit.
The Sling High Wing has been a long time coming, and market demand seems strong. Is it outselling the low wing?
We always enjoy a rush of sales when we develop a new product. Over the past two years High Wing orders have outstripped low wing orders, but more recently the balance has pretty much re-established itself. We do now have quite a backlog of High Wing kits and ready-to-fly aircraft to deliver – some 250 of them – but 2024 will see us make a very serious dent on that.
We are now receiving roughly equal numbers of orders for Sling 4 high and low wing aircraft, and Sling 2 / LSA orders are at an all-time high – particularly because of US flying school demand.
With the Rotax 916 now being installed, you have come a long way from the original D6 2-seater. What is your next new plane going to be?
The Rotax 916 seems to represent a real maturation of the line of engines of which it is the most recent exemplar. We’ve tested it in the TSI and High Wing and it substantially improves the performance of both.
We are constantly discussing, debating, imagining and conceptualising new products. The position of our business right now means that there’s a necessary focus on High Wing production. Then we’re focussing on upgrading the Sling “NGT” LSA trainer to ensure that it really offers the finest training platform available. Further improvements will be announced over the next two years.
MOSAIC will need small but important changes and indeed improvements in the TSI and High Wing.
What about electric propulsion. I understand the Swiss are building an electric Sling?
It’s still an emerging technology, so we will continue to monitor electric drive train improvements and will be ready to enter the fray when the moment is opportune.
Vans Aircraft has just entered Chapter 11 bankruptcy protection – are there lessons for Sling in that?
The Vans bankruptcy is a reminder of how important it is to remain vigilant. We hope it won’t prove damaging to the industry despite their 35% price increase. Fortunately Sling is in a stronger financial position than it has ever been. I was for a number of years an insolvency lawyer – so managing cash is always front of mind!