Surprise (or not?): the
Alitalia brand will fly again in March
By
-
21 January 2022
The Alitalia
brand will return to the skies after a few months of interruption, while ITA
Airways in the first two and a half months of activity closed with an EBIT of
-170 million euros.
ITA Airways,
the public company that took the place of Alitalia and bought the historic
brand for 90 million euros last October, will revive the brand, the president
of the newco Alfredo Altavilla confirmed during the hearing at the Transport
Commission of the Chamber. The final decision will be taken by the Board of
Directors on January 31st.
After the
purchase of the Alitalia name, however, it was put in the drawer because the
airline preferred to present itself with a new brand, ITA Airways, to show a
greater discontinuity with the past. But, says Altavilla, traditional airlines
have multiple brands within their portfolio and the name of Alitalia could be
reintroduced for a special division of the Group: “We have always
intended to use the brand to integrate it into the commercial offer“. Not for a
low-cost division, but possibly for either the European operations or the
intercontinental flights.
On the
economic front, ITA Airways recorded a negative Ebit equal to -170 million
euros from the start of operations (15 October) to the end of the year, “in line with
the provisions of industrial plan and despite the presence of halved revenues
and the increase in the cost of fuel“. In the two and a half
months of 2021, Ita’s revenues amounted to 86 million euros: 76.6 million from
passenger transport, 9.4 million euros from cargo.
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