flying green

Texas company lines up hundreds electric-hybrid planes for takeoff

Behold the future JSX Aura Aero Era 19-seat hybrid-electric aircraft. Rendering courtesy of JSX

Hop-on jet service JSX is soaring into a more eco-friendly future with plans to acquire more than 300 hybrid-electric airplanes.

The Dallas-based air carrier revealed in a release that they'll add up to 332 small hybrid planes in 2028, allowing them to connect to smaller, underserved communities around the country.

"Following the Biden Administration’s call last week for the aviation industry to cut carbon emissions ... JSX expects to take delivery of its first hybrid-electric aircraft in 2028, shepherding the next chapter of regional aviation as the first in its category to adopt this impactful cutting-edge renewable energy technology," JSX says in the release. "While commercial airlines can serve just 480 airports in the United States, JSX’s small community-friendly Part 135 and Part 380 Public Charter operations, combined with the exceptional performance capabilities of these hybrid-electric airplanes, enables service opportunities to thousands of federally funded airports otherwise inaccessible to people who can’t own or charter an entire aircraft."

The new cutting-edge airplanes will come from manufacturers Electra, Aura Aero, and Heart Aerospace and will include:

  • up to 82 Electra eSTOL 9-seat aircraft (32 firm orders and 50 options)
  • up to 150 Aura Aero Era 19-seat planes (50 firm orders and 100 options)
  • up to 100 Heart Aerospace ES-30 30-seat planes (50 firm orders and 50 options)

JSX currently operates about 50 semi-private planes configured with 30 seats, from private terminals in major cities including Dallas (Love Field) and Houston (Hobby Airport), and in "leisure" markets such as Destin, Florida and the Bahamas. The company recently shifted part of its operational focus to small markets (such as Midland-Odessa).

JSX promises a "no crowds, no lines, and no fuss" travel experience, allowing customers to check in and "hop on" just 20 minutes before departure. The carrier recently came under fire from federal regulators and major commercial airlines for its looser security regulations that more closely resemble those of charter providers than those of domestic airlines.

JSX is now doubling down on its pledge to service underserved cities, declaring in the release, "JSX has mastered the trifecta of marketing, selling, and operating attainable by-the-seat public charter air service to numerous small communities that have no other regular air service."

The future Heart Aerospace ES-30 30-seat hybrid-electric aircraft in JSX livery. Rendering courtesy of JSX

The new smaller, electric-hybrid aircraft will allow JSX to "dramatically lower the cost of its service and open new flight options at over 2,000 U.S. airports," they say, "stimulating local economies and empowering regional mobility and connectivity for communities devoid of regular air service today."

They point specifically to Del Rio, Texas, which has lost all commercial air service since the pandemic, they say, as an example of a small city that now can be reconnected to major cities in a cost-effective, sustainable way.

"The favorable operating economics of the Aura Aero Era, Heart ES-30, and Electra eSTOL can create thousands of new and expanded air travel options across the United States without the need for government subsidy," the company says.

In a statement, JSX CEO and cofounder Alex Wilcox adds, "As the network airlines order ever-larger aircraft it is inevitable that more and more small markets will be abandoned. Electra, Aura Aero, and Heart Aerospace are visionary organizations that share in JSX’s commitment to serving smaller communities, working together with us to weave sustainable regional air travel back into the fabric of American commerce and freedom of movement.”

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This article originally ran on CultureMap.

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A View From HETI

Greenhouse gases continue to rise, and the challenges they pose are not going away. Photo via Getty Images

For the past 40 years, climate policy has often felt like two steps forward, one step back. Regulations shift with politics, incentives get diluted, and long-term aspirations like net-zero by 2050 seem increasingly out of reach. Yet greenhouse gases continue to rise, and the challenges they pose are not going away.

This matters because the costs are real. Extreme weather is already straining U.S. power grids, damaging homes, and disrupting supply chains. Communities are spending more on recovery while businesses face rising risks to operations and assets. So, how can the U.S. prepare and respond?

The Baker Institute Center for Energy Studies (CES) points to two complementary strategies. First, invest in large-scale public adaptation to protect communities and infrastructure. Second, reframe carbon as a resource, not just a waste stream to be reduced.

Why Focusing on Emissions Alone Falls Short

Peter Hartley argues that decades of global efforts to curb emissions have done little to slow the rise of CO₂. International cooperation is difficult, the costs are felt immediately, and the technologies needed are often expensive. Emissions reduction has been the central policy tool for decades, and it has been neither sufficient nor effective.

One practical response is adaptation, which means preparing for climate impacts we can’t avoid. Some of these measures are private, taken by households or businesses to reduce their own risks, such as farmers shifting crop types, property owners installing fire-resistant materials, or families improving insulation. Others are public goods that require policy action. These include building stronger levees and flood defenses, reinforcing power grids, upgrading water systems, revising building codes, and planning for wildfire risks. Such efforts protect people today while reducing long-term costs, and they work regardless of the source of extreme weather. Adaptation also does not depend on global consensus; each country, state, or city can act in its own interest. Many of these measures even deliver benefits beyond weather resilience, such as stronger infrastructure and improved security against broader threats.

McKinsey research reinforces this logic. Without a rapid scale-up of climate adaptation, the U.S. will face serious socioeconomic risks. These include damage to infrastructure and property from storms, floods, and heat waves, as well as greater stress on vulnerable populations and disrupted supply chains.

Making Carbon Work for Us

While adaptation addresses immediate risks, Ken Medlock points to a longer-term opportunity: turning carbon into value.

Carbon can serve as a building block for advanced materials in construction, transportation, power transmission, and agriculture. Biochar to improve soils, carbon composites for stronger and lighter products, and next-generation fuels are all examples. As Ken points out, carbon-to-value strategies can extend into construction and infrastructure. Beyond creating new markets, carbon conversion could deliver lighter and more resilient materials, helping the U.S. build infrastructure that is stronger, longer-lasting, and better able to withstand climate stress.

A carbon-to-value economy can help the U.S. strengthen its manufacturing base and position itself as a global supplier of advanced materials.

These solutions are not yet economic at scale, but smart policies can change that. Expanding the 45Q tax credit to cover carbon use in materials, funding research at DOE labs and universities, and supporting early markets would help create the conditions for growth.

Conclusion

Instead of choosing between “doing nothing” and “net zero at any cost,” we need a third approach that invests in both climate resilience and carbon conversion.

Public adaptation strengthens and improves the infrastructure we rely on every day, including levees, power grids, water systems, and building standards that protect communities from climate shocks. Carbon-to-value strategies can complement these efforts by creating lighter, more resilient carbon-based infrastructure.

CES suggests this combination is a pragmatic way forward. As Peter emphasizes, adaptation works because it is in each nation’s self-interest. And as Ken reminds us, “The U.S. has a comparative advantage in carbon. Leveraging it to its fullest extent puts the U.S. in a position of strength now and well into the future.”

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Scott Nyquist is a senior advisor at McKinsey & Company and vice chairman, Houston Energy Transition Initiative of the Greater Houston Partnership. The views expressed herein are Nyquist's own and not those of McKinsey & Company or of the Greater Houston Partnership. This article originally appeared on LinkedIn.

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