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AirAsia Boss Launching Another Malaysian Airline, for Some Reason

November 14, 2011 at 2:03 PM | by | Comments (0)

Demonstrating impressive complete disregard for the liklihood of a global financial meltdown, AirAsia boss Tony Fernandes is launching a premium Malaysian airline to run shuttles between Kuala Lumpur, Bangkok, Jakarta and Singapore.

Dubbed Caterham Jet, the regional airline will cater to business executives rich enough to pay for ultra-premium flights but not so rich that they have access to private jets. We're presuming people like that exist, but it seems like kind of a specialized demographic. Even worse, it's the exact demographic that Qantas is already targeting with their new RedQ airline.

Global economic retraction plus niche customer base plus direct competition from Qantas equals...no way this works, right? We're quite sure they had focus groups and market studies and everything, but this just doesn't sound like the kind of thing that would work.

Airline industry experts aren't exactly sure what to think either. Investigations show that Fernandes hasn't done any of the work that goes into formally opening a new airline (getting licences, securing permits, etc etc). On the other hand, it'd be weird if he was just making up the story out of whole cloth, and it does seem like he's already secured the Bombardier airplanes that will be used by Caterham Jet. So something's happening.

Evaluating the effect that a premium airline would have on the domestic market, Malaysia's Sun Daily dryly noted that it would "add another layer of competition to the domestic airline industry, which may in turn cause the market to become more fragmented." You'll have Malaysia Airlines, the Malaysia Airlines unit Firefly, AirAsia, the AirAsia long-haul unit AirAsia X, and Caterham Jet all dividing up the domestic pie, parts of which are already eaten by foreign airlines like Qantas and Virgin Australia.

In other words, no way this works, right?

[Photo: note]

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