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British Airways to launch a budget subsidiary to compete with Ryanair and easyJetLONDON, UK — British Airways is planning to launch a new low-cost subsidiary that will operate short-haul flights at Gatwick Airport to compete with Ryanair, Wizzair, and EasyJet. It coincides with the ending of the government’s furlough scheme next month with new British Airways chief executive, Sean Doyle, hoping to cut costs to make the British flag carrier more competitive again. (www.airlinerwatch.com) More...
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I guess they have not looked at history, it did not work out well for Continental (CAL Lite) or United (TED).
Or Lufthansa (too many to list)
Same with Delta (Song)
Most likely because one thing if you read the first sentence and the word "union".
Why do they need a subsidiary? Can't they just make it part of their own new routes and charge far less?
The idea is to apply a different label as not to besmirch the "honor" of your flagship airline name. Something to associate with the discount pricing and cattle car flights as opposed getting confused with the "I thought I was flying on a NORMAL BA PLANE!!"
Funny, I've heard their cityflier fleet is better than mainline. But who am I to say, I've never flown on either.