Airbus Helicopters (Booth Z58) has created a new brand, Airbus Corporate Helicopters (ACH), that will be dedicated to its private and business aviation customers and will more closely align its activities with its sister company, Airbus Corporate Jets.

Formally unveiled Monday on the opening day of EBACE, ACH brings together engineering support, design specialists, support specialists, and sales and marketing experts to work directly with private and business aviation customers.

The new organization will to provide concierge-style end-to-end support, from purchase, through training, ownership and even possibly resale, said Frederic Lemos, head of private and business aviation for the European company.

Airbus Helicopters has traditionally offered support for its customer base through its HCare package, but has tailored a package, HCare First, specifically for the ACH client base.

The organization will have a center of excellence at Oxford Airport in the U.K., but will work with customers through ACH offices around the globe.

The company has developed three interior furnishing lines for its customers. ACH Line will provide the ACH in-house interior cabin line that will is focused on a light and efficient design with “clean lines and spare style.” ACH Exclusive provides a more upscale line that is focused on “refinement, luxury, and comfort,” the company said. The third, ACH Editions, will involve a portfolio of special collaborations with luxury brands and designers such as Hermes, Mercedes Benz, and Peder Eidsgaard.

The new branding tightens the relationship with ACJ, both of which are under the same organizational umbrella. “Together we are business aviation,” Lemos said. This may involve joint branding efforts, joint events, and even customer coordination.

The move to dedicate an organization to the corporate/VIP market builds on a segment where “we’ve invested a lot of energy over the years,” Lemos said. “We wanted to raise the bar on the market.” Airbus sees the potential for significant expansion in that market over the next two to three decades as the number of millionaires and billionaires grows, particularly in Asia, he said. “We want to strengthen the leadership we already have in the market,” he said.