- Switzerland's New Airline
has its new airline. The first plane in the new livery and the
brand concept were unveiled at the 31st of January on a media
conference in Basle, Switzerland. We have collected the most important
facts and pictures for you.
new company will be called "Swiss Air Lines Ltd.", but
will use SWISS as its trade mark. André Dosé, Chief
Executive Officer of Crossair and of the new airline, said that
there were two decisive factors in the choice of name. The
new airline is a unique instance in Swiss post-war history, of
a collective alliance of politics, industry and the people of
Switzerland. It will be the qualities, which have made our country
great, on which we are banking in the building up of our new airline.
These are reliability, friendliness, safety, elegance and perfect
service characterised by innovation, coupled with a multi-cultural
new brand concept and its visual appearance has been created by
Tyler Brûlé's Wink Media. Wink Media of London won
the contract in an international competition to create the brand
of the new Swiss inter-continental airline. A brand is more
than a logo, Brûlé said, at the media briefing
in Basel it is a set of distinct traits built on a solid foundation.
The brand shows who we are, what we do, how we think, what our
traditions are and where we want to go. For the Canadian,
resident in London and Switzerland, who has been a Swissair fan
for years and who can regularly be seen here, it was evident from
the start that the new airline should inscribe Swissness
on its banner. Swiss quality values were not attributed
solely to Crossair and Swissair. They are accepted shorthand for
excellence around the world. It is on these values,
said Brûlé, that we are building what will
be the most respected airline in the world.
livery of the aircrafts will look as following. The word swiss
will be painted on the fuselage, followed by "schweiz,
suisse, svizzera, svizra", what means Switzerland in the
four official Swiss languages. Furthermore, the planes will have
two red squares on the engines, with the word "swiss"
in one and "Swiss Air Lines Ltd." in the other one.
The tail will be painted with the Swiss cross - as it was at Swissair.
But the red area will be smaller, with white strips on top and
on the bottom of the tail. One the MD-11, the third engine on
top of the fuselage will be complete white. The winglets will
also be painted with the Swiss cross.
people say, that the aircraft are looking like ambulance jets.
A lot of people - including me awaited a bit more colours. But
overall, the livery is very clear, clean and also noble. And much
more important than the livery is the product of the new airline.
the worlds most respected airline
Air Lines Ltd. wants to become the world's top airline in terms
of passenger service. Both, Swissair and Crossair were already
well known as top-service carriers. And SWISS will even improve
the products of the former companies. To reach that goal, the
airline will make massive investments into the improvements of
the First-, Business- and even Economy class. The company will
launch its new brand and products by the end of march and implement
them until end of December 2002.
create the worlds most respected airline will not be that
easy. Companies like Emirates, Singapore, Cathay Pacific and others
are today's carriers with the best service - according passenger
enquiries. To beat them, the new Swiss airline has a lot of work
to do - but it will become very interesting to see what innovative
new services they will offer to win the customers!
strong fleet as a backbone
new airline is taking over 52 medium- and long-haul aircraft from
Swissair to its existing fleet what makes a total of 128 planes.
Crossair's fleet includes 28 Saab 2000, 19 Avro RJ (85/100), 22
Embraer 145 and 7 MD-83 for charter service. The airline will
additionally get 26 aircraft of the Airbus A320 Family (A319/320/321),
13 Airbus A330 and 13 MD-11 to serve the intercontinental destinations.
Starting this year, the airline will also take delivery of its
first Embraer 170, the new backbone of the short-haul fleet for
MD-11 will only have a short play in the SWISS fleet. 13 Airbus
A340-300 are on order, with deliveries start as early as 2003.
The A340 will become the new backbone of the long haul fleet.
The airline was evaluating the factory-new A340s as well as other
options, like the Boeing 777 or the purchase of used A340s, which
had been used by Singapore Airlines.
will start services to 123 destinations in 60 countries, with
the start of the Summer timetable on March 31. The Summer timetable
shows few changes from the current Winter timetable. In Europe,
86 destinations will be served in 34 countries. The international
route network covers 37 destinations in 26 countries, including
Switzerland. Compared with last years Crossair and Swissair
Summer timetables, the offer has been reduced by about 30%, in
line with the business plan. The optimisation of flight operations
led to a reduced joint route network in early October 2001, whereby
services to ten intercontinental and twelve European destinations
were discontinued. The Crossair route network had previously been
reduced in the 2001 Summer timetable.
own network is an important issue. But the company cannot survive
with strong partners - worldwide. A strong alliance with American
Airlines has already been announced, with the goal to become a
full member of the oneworld-alliance, which is also including
British Airways, Cathay Pacific, Qantas, Aer Lingus, Finnair,
American Airlines and other airlines.
analysts think, that Oneworld would almost be the perfect alliance
for Swiss Air Lines Ltd. Especially American Airlines (AA) could
have a strong interest in a new European member after their joint
venture plan with British Airways has been cancelled. Swissair
did already code share with AA on North Atlantic routes and Switzerland
have an open-sky agreement with the USA, what is an important
base for a strong partnership between two carriers. The decision
about the alliance strategy of the new airline should be published
within the next weeks, according to earlier statements of the
about Swiss Air Lines Ltd: