Phenom 300: the world's best-selling jet rose 56% in price between generations
BTG's report saw a 32% increase in Embraer jets. Opened up aircraft by aircraft, the extreme is in the world's best-selling jet.
On August 18, 2026, BTG Pactual published a report recommending a buy on Embraer's ADR, with a target price of $101. The central argument was not delivery volume or quarterly margin: it was price. The bank identified a structural 32% increase in the manufacturer's business jets between 2019 and 2026, and treated it as a sign of strength, not of rising costs.
The bank's number is an average across the whole portfolio. Opened up aircraft by aircraft, the effect is more dramatic in some models than in others, and the clearest case for seeing it is precisely the manufacturer's most common jet: the Phenom 300.
The Phenom 300 has been the best-selling jet in its category in the world for thirteen consecutive years, according to the GAMA delivery reports cited by Embraer itself. Its factory price, looked at generation by generation, is the data that only someone who organizes specifications by model has at hand: the original version went for $8.945 million, and the current generation, the Phenom 300EV, already lists at $13.995 million. A 56% increase between generations of the same aircraft.
The trigger: the BTG report
BTG's thesis is about pricing power, not volume. A business jet manufacturer sells with an order book in sight: when the queue for delivery is long, the list price rises without cooling demand, because whoever wants the aircraft has no immediate alternative. According to the bank, that dynamic pushed Embraer's jets up 32% between 2019 and 2026, and supports the case for buying the stock.
The report talks about the manufacturer as a whole. What is missing there, and what the Jet Tracker specifications catalog has organized by model and by generation, is the opened-up curve: exactly how much each aircraft rose, set against the previous aircraft of the same family.
For anyone deciding to buy, finance or simply budget a business jet in Brazil, that distinction matters. The factory price in dollars is only half of the math: the other side, exchange rate, taxes and the rest of the cost of getting the aircraft landed in the country, was already covered in detail in the article on how much it costs to keep a business jet. Here the focus is specifically the price curve at the source, straight from the manufacturer.
The price curve, generation by generation
| Generation | Factory price | Change vs. previous generation |
|---|---|---|
| Phenom 300 (original) | $8.95M | starting point |
| Phenom 300E | $11M | +23% |
| Phenom 300EV (current) | $14M | +27% |
Source: Jet Tracker, factory specifications database by model (list price reported by the manufacturer), data queried on Aug 24, 2026.
Why the phenomenon is precisely the Phenom 300
Thirteen years in a row at the top of sales of an entire category is a position sustained by product, not by a good cycle. The Phenom 300 combines the cabin and range of a light jet with a cost close to what the market has historically accepted paying, and that created an operator base large enough to become the price reference for the whole category.
It is also a clean case for measuring the effect BTG describes: a model with no competitor that matches the range-plus-cost pairing in the same price range, a manufacturer with a busy production queue, and thirteen years of market data to compare generation with generation. The 56% increase measures exactly that pricing power, without needing any individual sale as a trigger.
The bank's report talks about 32% at the manufacturer. The catalog, opened up aircraft by aircraft, shows 56% in a single model. The average hides the extreme.
There is also a time-scarcity effect that the category sees on other fronts: a discontinued model that is still in high demand tends to pull used prices up, for lack of a production line to meet demand. That is not the case of the Phenom 300, which remains in production. But it illustrates why the business aviation market, unlike the car market, has cases where the price does not fall over time: the comparison with global aviation data providers shows how this kind of reading by model is precisely what generic platforms lack.
The yardstick rises across the whole family
The Phenom 300 is not an isolated case within Embraer's executive portfolio. Two categories up, the Praetor family shows the same pattern of high list prices for the segment in which it competes.
The overall reading favors BTG's thesis: it is not a single model rising in price, it is the whole manufacturer pricing with a full queue, from the entry-level jet to the super-midsize. The full comparison for each model is on the Praetor 500 and Phenom 300 pages in the catalog.
The jump in segment matters to anyone following the Brazilian market. The Phenom 300 is a light jet, the first purchase for someone moving up from a turboprop; the Praetor 500 and 600 already compete for operators who swap aircraft to fly farther without a stop. Prices rising at both ends of the yardstick at the same time is a reading of broad demand, not of an isolated niche pulling the average up.
How much the Phenom 300 weighs in the Brazilian fleet
In the executive segment of the RAB, Jet Tracker counted 58 operational Phenom 300 units in Brazil as of Oct 12, 2026, enough to place the model among the jets with the most tail numbers in the country. The full page, with updated fleet and market, is in the model catalog.
Factory price is not resale price
A caveat before any enthusiasm: the 56% measures the list price for a zero-hour aircraft, negotiated directly with the manufacturer and subject to a delivery queue. It is not the same math as the used aircraft, which remains subject to normal depreciation by age, hours flown and the scheduled maintenance cycle.
In the used market monitored by Jet Tracker, 1,410 business aircraft remain actively listed in Brazil, with a median asking price of $838K among the listings that publish a price (data as of Oct 12, 2026). The comparison between factory list and resale asking price, model by model, is on the Phenom 300 market tab.
BTG's thesis is about the manufacturer selling new aircraft with a full queue, not about a guarantee of appreciation for a specific unit in the secondary market. The two things are related (a full queue supports used values too), but they are not the same metric, and confusing one with the other is the fastest way to overestimate what a specific aircraft will be worth five years from now.
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Frequently asked questions
How much does a Phenom 300 cost today?
The current generation, the Phenom 300EV, has a factory price of $13.995 million. It is the list price reported by the manufacturer; the final value of a specific aircraft depends on configuration, avionics and delivery lead time. Source: Jet Tracker, factory specifications database, data queried on Aug 24, 2026.
Why did the price of the Phenom 300 rise so much?
BTG Pactual identified a structural 32% increase in Embraer business jets between 2019 and 2026, attributed to pricing power with a full production queue (report of Aug 18, 2026, cited by Brasil247 and Suno Notícias). For the Phenom 300 specifically, the Jet Tracker catalog measures a 56% increase between the original version and the current one, the Phenom 300EV.
Is the Phenom 300 really the world's best-selling jet?
According to the delivery reports of GAMA (General Aviation Manufacturers Association), cited by Embraer itself in corporate material, the Phenom 300 has led deliveries in its category for thirteen consecutive years.
What is the difference between the Phenom 300, Phenom 300E and Phenom 300EV?
They are successive generations of the same model, with the same ICAO type code. The original Phenom 300 opened the line; the Phenom 300E brought an intermediate revision; the Phenom 300EV is the current generation, with a higher factory price and the most complete package of the three.
Does the rise in factory price mean the used aircraft also appreciates?
Not necessarily. The factory price is the value of a new aircraft negotiated directly with the manufacturer, subject to the production queue. The used market follows the normal logic of depreciation by age, hours flown and scheduled maintenance; a full queue at the manufacturer supports used values, but does not guarantee appreciation of a specific aircraft.
Sources
- BTG Pactual, report on Embraer business jets (cited by Brasil247 and Suno Notícias, Aug 18, 2026)
- Jet Tracker, factory specifications database by model and generation (queried Aug 24, 2026)
- GAMA, General Aviation Manufacturers Association, delivery reports by manufacturer (figure cited by Embraer)
- ANAC, Brazil's civil aircraft registry (open data)