ANALYSIS: IAG interest
reflects Norwegian's disruptive influence
13 APRIL, 2018 - SOURCE:
FLIGHT DASHBOARD - BY: GRAHAM DUNN -LONDON
It remains to be seen
whether Norwegian will ultimately join IAG, but the European
airline group's minority investment further illustrates the impact the
Scandinavian carrier has had on the industry.
IAG disclosed on 12 April
that it had acquired a 4.61% shareholding in Norwegian, stating its aim to
"establish a position" from which it could begin discussions
with Norwegian – and flagging the "possibility of a full
offer" for the budget airline. The group stresses that no talks have taken
place with Norwegian and that it has not made any decision on making
an offer.
Norwegian says it had
"no prior knowledge" of the transaction, and has not been involved in
"any discussions or dialogue" with IAG on the subject. The
Oslo-based carrier has made no comment on IAG's suggestion that it could
pursue a full acquisition, but simply says that the group's interest
"confirms the sustainability and potential of our business model and
global growth".
Challenging convention has long
been Norwegian's modus operandi. Since reinventing itself as a low-cost
operator, it has aggressively expanded its fleet with new aircraft types,
roamed well beyond its Scandinavian roots, challenged operational conventions
with its Irish unit, and, most daringly, dived fully into the long-haul
low-cost model.
It has had its critics along the
way: US unions have accused it of using its Irish operation as a flag of
convenience to undermine labour standards by employing crew based in Bangkok.
It has also had its share of sceptics, with rivals voicing doubts about the
sustainability of its business. Slumping to an operating loss of NKr2 billion
($256 million) in 2017 did little to persuade them otherwise.
However, Norwegian has
also had its share of imitators. Scandinavian rival SAS has set up a
base in London, with another to follow in Malaga, after establishing a new
Irish air operator's certificate, which it will use for the new external
services. The company says the start-up costs have been "very low".
But the influence
of Norwegian is most notable in the transatlantic long-haul low-cost
sector, where carriers have moved to stake a claim in newly developing premium
leisure markets. That market has been targeted by operators in different ways
on both sides of the Atlantic, but perhaps most obviously by IAG.
SHARED INTEREST
In an interview with
FlightGlobal two years ago, IAG chief executive Willie Walsh
described Bjorn Kjos – his counterpart at Norwegian – as "a very
smart guy", noting that the Scandinavian carrier was "ambitious and
growing fast", but added: "I'm unclear in my own mind as to where
it's going. It could well be that they are trying to make themselves attractive
for an acquisition, but Bjorn shows no evidence of slowing down or wanting to
move out."
Norwegian's fleet and slot
positions have always made the carrier appear a possible acquisition target.
Likewise, IAG's position at London Gatwick and interest in the
long-haul low-cost sector have always made it one of the most likely potential
buyers.
IAG's focus on the developing
premium leisure sector was made clear by its launch last year of Level.
Notably, the group chose to debut Level at Barcelona, going head-to-head with
Norwegian on Los Angeles and Oakland routes.
"Level has exceeded
expectations," Walsh said in February, adding that it offered a "lot
of opportunity" for IAG. Level will soon begin operations
from Paris Orly, taking over the AOC of transatlantic premium
operation OpenSkies. The short-term fleet-development plan for Level is to
reach some 15 aircraft. Walsh, however, has already embarked on talks with
Airbus and Boeing about its future fleet – and hinted at a possible future role
for the 787, an aircraft for which Norwegian was one of the first European
customers.
Norwegian has also prompted a
response from IAG-owned British Airwaysat London Gatwick. The
Scandinavian carrier has built up its presence there to become the
third-largest operator – behind EasyJet and BA – and this May will
operate from Gatwick to 10 US destinations, as well as Buenos Aires
and Singapore.
BA responded by adding more seats
to its Gatwick-based Boeing 777s and challenging Norwegian directly on several
US routes.
In terms of transatlantic
capacity, Norwegian remains a relatively small player overall. FightGlobal
schedules data for June shows that it represents 3.3% of US-Europe routes or
155,000 seats. By contrast, IAG controls 13.4% of the market, with BA
operating 420,000 seats or 9.1%.
In a note issued on 12 April,
analysts from Bernstein identify "clear potential synergies", whether
through combining Norwegian and Level, using IAG's existing airlines to provide
the feeder traffic Norwegian needs to London and Ireland, or moving some of
Norwegian's existing orders for long-haul jets over to IAG.
CTAIRA analyst Chris Tarry
highlights two geographical "attractions" that any future tie-up
would offer IAG. First, the group would strengthen its position in Scandinavia.
Closer to home, IAG would "significantly strengthen" its position
at Gatwick.
While most of the headlines on
Norwegian relate to its long-haul business, this has been built off the back of
its short-haul model. IAG, which has its own low-cost unit in Vueling, has
already shown interest in expansion, having bid – at one stage, seemingly
successfully – for Austrian operator Niki. Under that aborted
plan, Niki assets would have been operated as
a Vueling subsidiary.
Norwegian competes with IAG
carriers, particularly Vueling, in key leisure markets connecting northern
European countries such as Norway, Sweden, Germany and the UK with sun
destinations in Spain, Italy and Greece.
SHAKING UP THE MARKET
A move for Norwegian would
continue the shake-up of the European sector that followed the collapse
of Air Berlin and the bidding for parts of Alitalia. IAG missed
out on Niki and has shown no interest in the Italian carrier, for
which EasyJet and Lufthansa are among the bidders. IAG,
which has already acquired Aer Lingus, BMI and Vueling since its
creation, now appears to have had its focus on Norwegian.
Consolidation around Air
Berlin and Alitalia – not to mention the picking up
of Monarch Airlines' slots, of which IAG
acquired Gatwick positions – was driven by the financial challenges
of those carriers, both of which entered formal restructuring. While Norwegian
has its share of challenges in converting its market positions into profits, it
in March raised NKr1.3 billion ($168 million) through a privately placed share
issue.
For Norwegian and its
long-standing chief Kjos, an IAG offer may provide the chance to capitalise on
its groundwork before its fledgling long-haul model is further tested.
It also remains to be seen if
this move – or even the prospect of one – will prompt efforts to secure
partnerships for other carriers in the region.
Lufthansa, which has been busy
expanding its own low-cost unit Eurowingswith the addition of
some Air Berlin assets and taking full control of Brussels
Airlines, has had a long-term co-operation with its own Scandinavian
partner SAS. The two Star Alliance companies have long been the subject of
tie-up suggestions – most recently in 2016 – and have previously engaged in
discussions on the matter. The idea of Norwegian joining the IAG camp could
prompt the two partners to look again at closer ties.
Another Nordic
carrier, Finnair, has been a long-term partner of IAG carriers BA
and Iberia through Oneworld. Finnair too has been touted as
an acquisition target for IAG over the years, but it would require a legal
change to the current state-majority ownership.
Speaking a year ago, the
airline's chairman Klaus Heinemann called for a review of the ownership
structure. "When the consolidation eventually stretches to Northern
Europe, we lack any means to participate in it in a meaningful way for the
benefit of Finland and its industries," he said. "There is a real
danger that Finnair will be further marginalised by the increasingly
strong competition."
Perhaps the move for Norwegian
might speed that thought process in Helsinki.
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