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American Airlines to revamp livery?

25 Jul 2012 by BusinessTraveller

A report in The Wall Street Journal suggests American Airlines may be ready to ditch its long-standing silver livery in favour of a new logo and paint scheme.

AA filed for Chapter 11 bankruptcy protection in 2011 (see online news December 1, 2011), and has embarked on a period of reorganisation, announcing plans for new fully-flat business class seats on its forthcoming B777-300ER aircraft (see online news May 24), and a revamped transcontinental offering on new Airbus A321 aircraft (see online news July 24).

Now in a report published by The Wall Street Journal the carrier’s CEO Tom Horton is quoted as saying that “We’re working on modernisation of the American Airlines brand and we’ll unveil something in the future. We’re also thinking about the look of our airplanes. Stay tuned on that.’’

The report also points out that AA’s current silver livery has made use of the fact that the carrier’s existing aircraft have a metallic skin, meaning less paint has actually been needed to achieve the effect, as much of the fuselage remains unpainted. Unpainted aircraft also weigh less, meaning less fuel is burned in the air.

But forthcoming Boeing B787 Dreamliner aircraft will have fuselages built out of composite materials which will need painting, requiring a rethink.

As the WSJ points out, a similar effect could be achieved using silver paint, but this would be more costly, and as AA works towards exiting Chapter 11, the timing might prove advantageous for a rebranding.

For more information visit aa.com.

Report by Mark Caswell

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