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ITA secures Alitalia brand for €90 million

ITA secures Alitalia brand for €90 million

After weeks of speculation, Italia Trasporto Aereo (ITA) has officially announced that it has secured the brand name of Italy’s “old” national airline, Alitalia. According to the newly established airline, it has secured not only the Alitalia brand but also the airline’s website domain. Today also marks the last day of the old Italian flag carrier. From October 15th, 2021 the “new Alitalia” will commence commercial flight operations.

While the European Commission has stated that there needs to be a clear and distinct difference between the two airlines. The brand deal also means that ITA could call itself Alitalia if it chooses to do so. However, the main purpose for securing the Alitalia brand is it allows ITA to operate Alitalia’s fleet and any Alitalia branded aircraft.

Overall, the brand deal is excellent news for fans of the carrier’s historic livery, which is set to continue to be used, possibly for a long time to come. ITA also managed to secure the airline brand and its website domain for around €90 million, which is also far below the base auction price of €290 million. While there were suggestions that there may have been other bidders for the Alitalia brand, it turns out that ITA were the only participants in the tender process.

The “new Alitalia” is expected to commence flight operations for the first time from Friday, October 15th. However, the launch of ITA and a new beginning for Italy’s national airline continues to be marred by thousands of protesting workers who have been left unemployed by the process.

It is important to remember that the “old Alitalia,” under special administration, was made up of more than 10,000 people and had more than 100 aircraft. However, from tomorrow, Italia Trasporto Aereo (ITA) or the “new Alitalia” will start with just under 3,000 employees, which have been mainly hired to run the aviation business. The new airline has stated that it plans to employ around 5,700 by the end of 2025. ITA also plans to provide employment for around 2,700 people in its ground handling division and 1,250 in maintenance.

ITA will operate with a fleet of 52 aircraft, consisting of 7 wide-body aircraft and 45 narrow-body aircraft. The new Italian airline plans to grow its fleet to 78 aircraft in 2022, which will consist of 13 wide-body aircraft and 65 narrow-body jets. By the end of 2025, the fleet will grow to 105 aircraft (23 wide-body planes and 82 narrow-body aircraft), with the addition of 81 new generation aircraft.

All that remains is to wish the new owners of the Alitalia brand the best of luck in its new adventure. This iconic name has a historic past and as one chapter closes, another chapter begins for the new flag carrier of Italy, Italia Trasporto Aereo (ITA).

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