Wadia Group-owned Go Air has rebranded itself as ‘Go First,’ as the airline focuses on an ultra-low-cost business model despite pandemic headwinds. The airline was planning for an initial share sale to raise funds for its ambitious expansion plans, after being in the skies for 15 years. Go First as a ULCC (ultra-low-cost carrier) will fly only one aircraft model throughout its fleet, which currently includes both, Airbus A320 and A320Neos (new engine option) planes.
The airline completed adoption of the ULCC model is at the core of the current revamp, and that it is in the process of transforming all of its operations under this new brand. The news comes as the airline industry grapples with lower passenger numbers and travel restrictions as a result of the second COVID-19 surge. With the youngest average fleet of Indian LCCs (low-cost carriers), the majority of which are A320 Neos, high-density seating, and a single aircraft type across its fleet, Go First is well placed to outperform its competitors by adopting the ULCC model.
“This economic advantage allows the airline to provide a combination of ultra-competitive services to its customers. Even though the airline has been through some very difficult times in the last 15 months, it has remained resilient. Although the times are exceptional, Go First sees opportunities. This rebranding represents our optimism for a better future. The Go First Team will work hard to uphold the brand and ensure that ‘You Come First’ becomes a reality. India is a rapidly growing airline market, with customers who are both price-conscious and demanding when it comes to flying experiences”, said Kaushik Khona, CEO of Go First.
“Go First is designed to offer a combination of attractive airfares, a squeaky-clean flying experience, well-sanitized flights, and on-time efficiency, which is at the heart of our brand and service. The redesigned logo features more modern graphics and a bolder, lighter blue. Go First is determined to be a part of the socio-economic momentum that will chart India’s next phase of growth as it changes the way it moves, finding speed, comfort, and yet demanding value”, added Kaushik Khona.
It has set its sights on a major network and aircraft fleet expansion, and is betting big on its ULCC model. Although the industry is currently experiencing headwinds, Go Air assumes the airline is in a unique position due to its intrinsic ultra-low-cost structure, which has always served us well. To take Go Air to the next level of growth, the company’s promoters and board of directors collaborated to develop a long-term strategy, to improve the company’s management by bringing on board experienced industry professionals.
The promoter family’s founder, Jeh Wadia, stepped down from the company’s management in March, and Baldanza was promoted to vice-chairman. Baldanza is credited with reviving and bringing Spirit Airlines public to the United States. Baldanza has been an adviser to Go Air since 2018 and a director since 2019. He has decades of experience in the airline industry. Before becoming the CEO of Spirit Airlines in 2006, he worked for American Airlines, Northwest Airlines, and Continental Airlines, among others.
