Reinventing Lufthansa

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Budget airline battles. Source: Handelsblatt
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  • Why it matters

    Why it matters

    Europe’s third biggest airline has struggled to define itself, stretched between the premium and low-cost markets. The new “Wings” program hopes to address this.

  • Facts

    Facts

    • Lufthansa’s supervisory board is to vote on the “Wings” project next week.
    • The company wants to expand its low-cost platform for short and long-haul routes.
    • Its Germanwings subsidiary currently has 85 planes compared to Easyjet’s 230 and Ryanair’s 300.
  • Audio

    Audio

  • Pdf

For the past few years German flagship carrier Lufthansa has been caught between a rock and a hard place. Or more specifically, between the premium and low-cost markets.

But that is set to change. The airline intends to intensify its focus on the low-cost end of the market in the hope of turning around its business.

Its new “Wings” project is a significant break with Lufthansa’s old image of being primarily a premium airline. The Frankfurt-based company is hoping to expand into both the short and long-haul markets with a cheaper brand.

The driver for change at Europe’s third-largest international carrier is its new chief executive, Carsten Spohr, as part of his attempts to keep the company afloat in an increasingly competitive market.

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