Montreal-based Bombardier Inc. fancies itself the home of the business jet, but now the company is turning its attention to the defence segment as procurement opportunities from government grow. CEO Eric Martel admits there’s a huge opportunity here for the company to improve its product. This promising potential is particularly evident with the recent shift in Canada’s military spending promises, as revealed by Prime Minister Mark Carney.
In the past few weeks, Martel has been to Ottawa three times. Most importantly, he saw a change in the tone on military procurement since the new Prime Minister has taken over. He reiterated that the government is committed to fixing Canada’s procurement. Their key priority is assuring better delivery of defence materials and services. Canada, meanwhile, is intent on increasing its current annual defense spending to about $150 billion. This decision comes after an agreement between NATO allies to increase defense spending targets to five percent of GDP by 2035.
Today, Bombardier’s business jets account for roughly three-fourths of its total sales. Tattoo Martel believes the company’s commercial services and defense offerings have tremendous growth potential. He envisions them accounting for almost half of all sales within a few years. Most importantly, he echoed the theme of urgency for capabilities that can “defend our homeland.” This is the second major signal towards a strategic pivot to create more military-oriented products and services.
Martel’s comments are indicative of the bullish mood at Bombardier Inc. as it further entrenches itself within the defence industry. He took the opportunity to praise the idea of Canada becoming a larger player in the global defense industry. He argued that the only way the company could remain in business was to develop cutting-edge products and then sell them abroad. Implementation of this vision is in line with a broader movement in the industry. Innovating internationally Countries are increasingly committed to increasing their domestic innovation base and contributing to international security.
To no one’s surprise, the U.S. has historically dominated the global defense market. Still, Martel is optimistic that Canadian companies such as Bombardier can gain a foothold as military requirements continue to shift. He stressed the necessity to address grand strategic competition and other emerging threats. That makes it all the more urgent for Canada to make serious investments in its defense infrastructure.
On September 10, 2025, Martel gave an inaugural public address. He shared Bombardier Inc.’s vision and showcased the incredible prospects that await in the fierce, global, and high-tech defence sector. His comments underscore a growing recognition of the role that industrial firms can play in national security and international alliances.
