Richard Gaona assumed the role of CEO at Comlux Group in 2007. Before this, he served at Airbus, where he played a pivotal role in establishing the ACJ program and facilitated the sale of various aircraft models, including the ACJ320s and the world’s only ACJ380. Comlux, initially an operator, has evolved into a prominent private jet management company, completion center, and a well-regarded broker.
The company, headquartered in Zurich, remains a key ACJ client and became the launch customer of the ACJ TwoTwenty in 2020. Six aircraft have already been sold.
During an interview with our journalist, Benjamin Cooper, Mr. Gaona discussed the process through which brokers sell private jets. The interview primarily took place within the confines of the ACJ TwoTwenty mockup, situated on the first floor of the building. Mr. Gaona emphasized the significance of this space for clients in finalizing their purchasing decisions.
“Here, you can see all the different fabrics the client can select from.”

The room, which has sold many jets
The CEO then led our reporter into the nearly life-sized replica and explained the visible surroundings.
“This is where quite a few orders were signed.”
The reason behind this is quite simple: once prospective customers get to try what they will buy, they are more likely to purchase. Comlux salespeople help customers build their aircraft in person.
“Everything you can see here is up to the standard of what we have onboard, but it’s white. This standardization accommodates all our customers; otherwise, we must choose other colors constantly.”
He emphasized that private jets extend the owner’s living quarters, necessitating maximum customization.
“When we design the interior, every detail must be meticulously considered; our designers offer various wood colors, different carpet textures, and a multitude of textiles.”
A private jet is almost entirely customizable; some of the work that can be done includes removing a wall partition, which will completely change the cabin.
You name it, your jet can (almost always) have it
“Any amenity, except a swimming pool or a jacuzzi, can be accommodated. A recent noteworthy request was for a cold shower.”
Referring to the ACJ TwoTwenty, Mr. Gaona elucidated that this aircraft is precisely engineered to rival models such as the Global 7500, appealing to a clientele accustomed to extensive air travel for business or leisure.
Our reporter, who enjoys the game of billiards, inquired about the feasibility of installing such a table. The CEO said it could be done theoretically, but bringing them to the relevant aviation safety requirements would make it one of the most expensive tables.
“We even did an ACJ330 with a fully equipped gym.”

The most effective way to sell a jet
A visit to the aircraft mockup is complemented by a chartered flight, often on an empty leg, as explained by our host. This enables the customer to experience the product before making a purchase commitment.
Therefore, Comlux has a wide selection of aircraft in its fleet, ranging from Pilatus PC-24 to its 767-200VIP SkyLady or even a B787.
Although the company participates in shows, Mr. Gaona elucidates that its objective is not primarily to sell jets but to engage with existing clients. This is because air shows serve as a popular rendezvous for jet owners, allowing them to discreetly present their aircraft to their families and acquaintances.
Final thoughts.
Selling jets is, therefore, all about letting the customer customize their aircraft as much as possible, responding to their most precise needs, and in so far as possible, allowing them to try the product before they buy it.

Joined Fresh Aviation in September 2024 as an experienced aviation journalist.