hstansbury wrote:Also, let's assume for a minute that VS and LH have long been in discussions to merge BD into VS, creating short-haul European feeder traffic. And let's assume the European markets are less familiar with VS....
1. VS starts its anti-BA/AA campaign to maintain its "consumer champion" positioning (knowing it will be approved).
2. VS then says "the ATI may force us to merge" (which it is already planning).
3. Immediately after the ATI is approved, the next plane in for a repaint comes out with a "less nationalistic, more Virgin" livery:
• Removal of "Britain's Flag Carrier" for less British, more European appeal.
• Removal of Union Jack winglets for less British, more European appeal.
• Oversized lettering, "for all you new folks who haven't heard of us."
Result: VS saves face joining "the big boys," and appears more relevant to new European markets.
Oh please.
For a minute lets just look at how LH have used BD in the last couple of years.
BD is no longer the carrier it was circa 3-6 years ago. BD have cut frequencies from UK and Eire airports (DUB and LBA to name but two) and increased services on routes that suit the LH Group as a whole (flying flights for LX/LH). If anyone has seen the latest BD inflight mag, it is all about their new services to German and Austrian destinations. The first thing that hits you on the BD website is "destinations such as Vienna and Berlin". LH will use BD to help its continental Europe dominance and leave it to operate the niche mid haul routes. I am sure the LH execs see BD passengers connecting to LH long haul services in FRA or MUC rather than it acquiring VS.
IMHO BD in its current state would not be as great as many think. What VS need is domestic feed and feed from relatively close European countries plus the slots. This is exactly what BD offered 3-5 years ago. These days BD is much more about operating short haul routes on behalf of the LH group and concentrating on niche mid haul markets.
And lets not forget that if VS got into bed with LH, who is to say that LH will leave VS alone?