Alitalia-brand to return?

Several news outlets are reporting that ITA Airways, the last October launched successor of Alitalia, is deciding in the upcoming board meeting on 31 January to revive the Alitalia-brand. Since its launch, the airline has already accumulated a loss of 170 million euros and thinks it's also partly due to ITA Airways being a rather unknown airline.

Just before ITA Airways commenced operations on 15 October, the airline acquired the Alitalia-brand for 90 million euros to ensure no other companies could use it and now it seems they might use it again themselves.

At the same time, Reuters is reporting that Lufthansa is set to acquire 40% of the shares of ITA Airways. This potential investment will also be on the agenda of the upcoming strategic board meeting on 31 January, so stay tuned.

Photo by ITA Airways.