This project was conducted in collaboration with Embraer-X, the strategic innovation department of aircraft manufacturer Embraer. The study addresses the challenge for OEMs: aircraft are not built until there is clear airline interest, supported by passenger desirability. It therefore explores the research question: who are the passengers in the electric 9-seater and what services should airlines offer to meet their needs?
The 9-seater electric aircraft introduces a new travel experience. Designed for rural–hub connections up to 400 km, it offers a low-emission, time-efficient alternative to ground transport. Its small size allows use of regional airports and low-noise operations. The aircraft is relevant in areas with low passenger volumes, limited public transport, and geographical barriers. Based on these conditions, the Førde–Bergen route in Western Norway was selected as a case study.
This route connects a rural area (Førde) to a regional hub (Bergen) but is underserved by fast transport. Existing alternatives are: car and ferry (≈3 hours), bus–ferry (≈3.5 hours), passenger boat (≈3.5 hours), or a detour by car (≈7.5 hours). A flight via Oslo takes ≈4 hours and is unsustainable. A direct 39-seater service ended in 2020 due to low demand and poor scheduling. Local governments have shown interest in reintroducing the route with a 9-seater (Ydersbond, 2023).
A two-week qualitative field study was conducted in January 2025 to explore potential passengers and expected services. Three methods were applied: in-depth interviews, on-street interviews, and auto-ethnography. Thirty interviews were held, and the researcher tested the current travel options. In-depth interviews provided the main analysis, while the other methods added context.
The fieldwork identified 20 passenger needs. Ten were synthesized into the Time-Savvy Business Traveler persona: time efficiency, reliability, flexibility, productivity, overview, convenience, seamless transitions, financial freedom, lowering emissions, and work–life balance. These needs were translated into design criteria.
The design phase began with a co-creation session mapping the door-to-door journey for this persona. Along the journey, 37 service touchpoints were created. A passenger evaluation with six Norwegian participants reduced these to 21, and stakeholder input narrowed them to 15. Passengers and stakeholders prioritized five core needs: time efficiency, reliability, overview, productivity, and flexibility. Time efficiency was seen as most critical, while flexibility posed the greatest operational challenge.
The final 15 service touchpoints include: benchmarking door-to-door trips in cost, time, and emissions; real-time updates; trip summaries; and clear information about the new electric flight experience. Other services are flexible rebooking, rush-hour-aligned departures, baggage delivery, self-handled luggage, integrated parking, and backup ground transport. Simplified security, pre-ordered catering, and workspace options support productivity. Links to international flights and ground transport ensure seamlessness. Together these form the eShuttle concept.
To support implementation, a roadmap was developed, structured in four horizons until 2040. It follows a “wheel of responsibility”: airlines own the passenger experience, airports enable physical services, governments provide regulation and funding, and OEMs ensure the aircraft supports onboard services. Horizon 0 (2025–2031) builds the foundation and prepares operations before aircraft release in 2030. Horizon 1 (2031–2034) launches the eShuttle targeting Time-Savvy travelers. Horizon 2 (2034–2037) adds control and overview through digital updates. Horizon 3 (2037–2040) expands into a full door-to-door network, implementing all touchpoints and broadening accessibility.
This study shows that the 9-seater can be positioned as a time-efficient, passenger-centered alternative to car travel. By focusing on the Time-Savvy business traveler and designing services around their needs, the eShuttle concept provides a blueprint for early adoption and a foundation for scaling zero-emission regional aviation.