Germanwings (2nd) (Cologne/Bonn) this morning announced the details on its new brand. The subsidiary of Lufthansa issued the following statement:
Germanwings, your German budget airlines, is about to revolutionize the low-cost market in Europe by offering the highest-quality airline experience in this sector in Europe. On July 1, 2013 ‘new Germanwings’ will introduce a completely new brand and product concept allowing passengers to fly ‘à la carte’.
Our passengers will be able to put together individualized packages ranging from budget, no-frills travel to a more refined passener experience with more advantages and extra services, all of which will be tailored to your specific needs. In the broader context of economy class, ‘new Germanwings’ will have three fare brackets with differing services provided in each.
The ‘Best’ bracket is our top category with business travellers in mind principally, but also non-business passengers. The ‘Smart’ bracket includes some extra services and the possibility to purchase others. The ‘Basic’ bracket is the purely low-cost category.
As of January 1, 2013 ‘new Germanwings’ will included Lufthansa’s decentralized European routes not operating out of our Frankfurt or Munich hubs. Our aim is a smart, dynamic and innovative service. From July 1, 2013 the new airline will officially be launched. From that point onwards Lufthansa aircraft to be incorporated into ‘new Germanwings’ will gradually be re-equipped and transferred.
Our logo is also going to change to reflect this new brand and product concept. The key element will be a stylized burgundy and yellow ‘W’, transforming the wings in Germanwings into a succinct icon. All of the airline’s aircraft will gradually be painted in the new livery after the brand is launched on July 1, 2013.
‘New Germanwings’ aims at being even more attractive to our customers. We will be deveoping our mobile booking and information systems, thereby ensuring direct and spontaneous interaction with passengers. All our fares will be displayed fairly with no hidden costs and our new cheaper 0180 number will replace the old 0900 number. Germanwings will continue to offer our enticing €33 starting fare for one-way tickets.
Germanwings is going to a three-level pricing structure to better compete against carriers like Ryanair and easyJet: