In a significant victory for Airbus, the European aircraft maker has broken into Japan, announcing on Monday a deal to sell 31 A350 aircraft valued at $9.5 billion based on list prices to Japan Airlines.
Japan is a strategic Boeing market where the U.S.-based plane maker has an around 80 percent market share.
At the same time, Boeing will "probably make inroads into European-based carriers, which have been historically Airbus-focused. They're looking into each other's markets to gain share," said Timothy Ross, an analyst at Credit Suisse.
Last month, Lufthansa, which traditionally leans toward Airbus, decided to split an order for 59 wide-body jets between Boeing and Airbus. Air France last year also split a 50-plane order between the two.
Both Airbus and Boeing have been jockeying for orders from Japan as JAL and Nippon Airways are preparing to update their fleets.
ANA is expected to purchase around 25 aircraft. JAL currently flies around 214 planes in total. All Nippon Airways, Japan's largest airline, flying around 230 aircraft, is also considering whether to order Airbus jets and it is expected to announce its decision soon.
Competition for these orders is only likely to become keener as carriers look beyond the initial price discounts they might receive for large orders from a single manufacturer.