The airframer is, of course, well aware of the need to replace these models and rejuvenate its moribund sales in the weight class. In interviews, Guillaume Faury, Airbus Helicopters' chief executive, has frequently alluded to the fact that it is being out-competed by its Anglo-Italian rival. At an Airbus Group investor briefing in 2013, for example, Faury was forced to admit that the company was not capitalising on growth in the civil market for medium-weight helicopters and had "significantly lost ground" against its rivals.