 A July 9, 2012, "Flightglobal" report stated that AgustaWestland was “introducing a modular family concept for its helicopter line-up, representing a change in mindset, which chief executive Bruno Spagnolini says must be implemented to ensure the future success of the Italian manufacturer.” Spagnolini explained that this new concept was “evidence of our product strategy and investments made in new technology,” and said that AgustaWestland was the first rotorcraft manufacturer to introduce “a real family of next generation commercial helicopters.” Calling the AW139 “a driver for our expansion in the market,” he said that the firm had “benefitted from lessons learned on this model to develop the AW169 and AW189, so establishing the advantage of common design philosophy across a range of platforms.”

Spagnoligni maintained that “the AgustaWestland product family is setting a new standard in helicopter fleet management” and would thus help the firm “meet the diversified and evolving requirements of the global commercial market.” He further noted that AgustaWestland was “continuing to play a leading role in new and revolutionary technologies such as the AW609,” and that in the military sector it was “continuing to develop the AW149 8t helicopter, as well as offering militarised versions of the commercial AW139 and incoming AW169.” He discussed the ongoing differentiation of operations at the firm's Yeovil plant in Britain, which would allow it “to respond to the changing balance between reduced defence spending and growth potential for commercial and parapublic applications in UK.” Also, he indicated that the firm was strengthening its “industrial presence in fast growing markets which show huge potential