Initially launched as a new airline aimed at millennials, Air France admits the brand positioning was “difficult to understand”.
Air France says that after much discussion with employees and customers, and in consultation with unions, it will launch a project studying the future of the Joon brand and how to integrate its employees and aircraft into Air France.
Initially launched as a new airline targeted at millennials in particular, the brand positioning was hard to understand even for many people working with it – not least the new chief executive of Air France-KLM Ben Smith who is reported to have asked cabin crew, “So what’s this Joon thing?”
“Despite the many positive impacts of Joon, in particular the invaluable contribution of the teams at Joon who launched the company and worked with passion and dedication, the brand was difficult to understand from the outset for customers, for employees, for markets and for investors,” Air France admits in a statement.
“The plurality of brands in the marketplace has created much complexity and unfortunately weakened the power of the Air France brand.”
The company continues that it would see many benefits through integration, due to fleet, brand and product harmonisation.
Managing operations will be easier if there is a common fleet of aircraft, it says, especially a “smooth transition of the Airbus A350, currently on order, to the Air France fleet with a more economical cabin configuration”.
Air France says that all Joon flights currently sold or for sale would be operated by Joon until the integration project is complete, and then taken over by Air France.
It concludes: “The simplification of the brand portfolio, while capitalising on the Air France mother brand, is an undeniable asset for our employees, our customers, and indeed all stakeholders. It would also enable Air France to complete this integration without impacting the efficiency of Air France-KLM Group.”