IrishAyes From United States of America, joined Jan 2008, 1974 posts, RR: 13 Reply 1, posted (9 months 3 weeks 4 days 6 hours ago) and read 9272 times:
Why would they do that??? Just to revive the name of a dead brand over a decade after it ceased to exist? That's like saying, "will AirTran ever become ValuJet again?"
Rebrandings cost hundreds of millions of dollars. Why would LX/LH Group waste all of that money just to return to a name that is no longer relevant? And undergo massive IT overhauls to change the callsign on LX-operated flights? Nobody cares and it is certainly not even remotely costing LX any business...
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1stfl94 From United Kingdom, joined May 2006, 1455 posts, RR: 0 Reply 2, posted (9 months 3 weeks 4 days 6 hours ago) and read 9127 times:
I'm not sure if they can legally, Swissair stopped flying in 2002 but it took a lot longer to wind down the business. The ownership of the brand may also be a bit more complicated because of a court case involving the former executives in 2007
LHCVG From United States of America, joined May 2009, 1423 posts, RR: 1 Reply 5, posted (9 months 3 weeks 4 days 3 hours ago) and read 8540 times:
Quoting 1stfl94 (Reply 2): I'm not sure if they can legally, Swissair stopped flying in 2002 but it took a lot longer to wind down the business. The ownership of the brand may also be a bit more complicated because of a court case involving the former executives in 2007
I seem to recall some kind of debt or other financial issue where them using the official Swissair name would cause them trouble. I can't put my finger on it, but if memory serves somehow the switch from the SR to LX code had something to do with it - divesting all (formal) ties with the legacy Swissair brand altogether.
OA260 From Ireland, joined Nov 2006, 26073 posts, RR: 58 Reply 6, posted (9 months 3 weeks 4 days 3 hours ago) and read 8500 times:
The current Swiss brand is strong and well recognised. It would be wrong to go back to Swissair. Whilst I have fond memories of the old Swissair and their fleet those were the old days and a different era. The crash would have alot of negative perception that Swiss seems to have a clean slate. As the saying goes if its not broke dont fix it.
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AirBuffalo From United States of America, joined Jan 2004, 138 posts, RR: 0 Reply 7, posted (9 months 3 weeks 4 days 3 hours ago) and read 8426 times:
Hmmm ... did someone see Argo recently and got nostalgic?
All the points above are true. From the perspective of Swiss citizens the demise was a real blow to national pride in a culture where pride, success, and appearance mean a lot. There were movies made about it: http://www.imdb.com/title/tt0449959/ . For that reason alone I think there's zero chance of ditching the respected, signature name of SWISS.
Viscount724 From Switzerland, joined Oct 2006, 23251 posts, RR: 23 Reply 8, posted (9 months 3 weeks 4 days 3 hours ago) and read 8427 times:
Quoting vegas005 (Reply 3): Swiss (now LH) own the rights to the name. They purchased the name in 2009 really cheap.
It wasn't that cheap. Around 10 million Swiss Francs if memory correct. LX said at the time that they had no plans to use the name but wanted to prevent anyone else from using it.
I agree LX will not revive the Swissair name. There's no point. Nobody wants to be reminded of a bankrupt, badly-managed airline that also had a very poor image in the French-speaking region of Switzerland after almost abandoning GVA in the mid-1990s to reinforce the ZRH hub. That was the correct decision but it was very badly accepted in GVA and many formerly-loyal Swissair customers refused to fly Swissair after those actions.
SpaceshipDC10 From Canada, joined Jan 2013, 1131 posts, RR: 2 Reply 9, posted (9 months 3 weeks 4 days 2 hours ago) and read 8248 times:
Swiss has had to fight a tough battle to gain recognition for its brand, I don't see how reviving the old Swissair name would be a wise choice. Plus, as already mentioned, Swissair has disappeared in a very sad way. There was only one Swissair, just like there was only one Pan Am or Braniff, and any attempt at using their names will never bring back either the original companies nor all the good things and memories that are associated with them. The future is forward, not backward. It's been tough enough for all the former SR employees to see all they had believed in being shattered in flight.
okAY From Finland, joined Dec 2006, 604 posts, RR: 0 Reply 13, posted (9 months 3 weeks 3 days 14 hours ago) and read 5867 times:
Swissair was a great airline, and I have always wondered if AY used Swissair as a paragon in 1960's when the name Finnair was first introduced as a marketing name and later adopted as the official name. Also the liveries resembled each other with cheet line and flag on tail, of course representing colors and features of respective countries.
The name SWISS is great, too. It is part of the well-known slogan "Swiss Made" which stands for high quality and reliability, not bad thinking to adopt this word as company name IMO.
I would also assume there would be legal action against any attempt to revive the name Swissair. They did declare bankruptcy in all fairness.
luganopirate From Switzerland, joined Apr 2010, 46 posts, RR: 0 Reply 14, posted (9 months 3 weeks 3 days 13 hours ago) and read 5541 times:
I believe LX was the sign for Crossair. Looking at FlightRadar 24 the 3 letter code is "SWR". I beleive the airlines full name is Swiss International Airlines. Despite the above comments, there are many Swiss and Swiss personnel who would love to revert to the old name and I'm one of them. There are many companies who went bankrupt and have been reborn with the same name, so why not Swissair?
PITrules From United States of America, joined Jun 2000, 2898 posts, RR: 4 Reply 16, posted (9 months 3 weeks 3 days 12 hours ago) and read 5252 times:
While I agree with all the above comments how it would not be appropriate to change SWISS back to Swissair in 2013 going forward.. I still fail to see why LX did't use the newly acquired Swissair name from the start. Just like the American Airlines name continues on after being merged/acquired by US Airways. Whatever interruption in service that resulted in Swissair's shutdown would now be long forgotten if their namesake continued onward...
airbazar From United States of America, joined Sep 2003, 7503 posts, RR: 11 Reply 17, posted (9 months 3 weeks 3 days 12 hours ago) and read 5153 times:
Quoting OA260 (Reply 6): The current Swiss brand is strong and well recognised. It would be wrong to go back to Swissair.
I agree. In addition we're getting to the point where the younger generation doesn't remember Swissair anymore so why change a now well established and reputable brand name to something widely unrecognized?
They purchased the brand in 2009 for around 10 Million SFR. When they started Swiss in 2002 the brand Swissair was valued at 500 Million SFR, according to the article. In 2002 the brand would have been too expensive, in 2009 it did not make sense to use the brand after having successfully established the new brand.
PITrules From United States of America, joined Jun 2000, 2898 posts, RR: 4 Reply 19, posted (9 months 3 weeks 3 days 11 hours ago) and read 4723 times:
Quoting Unflug (Reply 18): When they started Swiss in 2002 the brand Swissair was valued at 500 Million SFR, according to the article. In 2002 the brand would have been too expensive,
Didn't Crossair acquire the Swissair certificate, and weren't Swissair's assets merged into the new entity?
500 million SFR for the Swissair brand?...
I guess I'm confused as to how Crossair acquired Swissair (their assets, airplanes, crews, etc), but the brand was not part of that deal. Furthermore if it was really valued at 500 million SFR one would think that such a value could be leveraged toward their own recovery?
If any company had used the Swissair name without buying the rights to that trademark, the liquidators would have to sue that company because they have a duty to protect Swissair's wealth.
But Swissair and Swiss International Air Lines are different companies with different entries on the commercial registry. As LX has bought the rights to the Swissair name, they can repaint their aircraft in Swissair colors. They should do this once for a retrojet livery.
Keeping calm is terrorism against those who want to live in fear.
brilondon From Canada, joined Aug 2005, 3833 posts, RR: 1 Reply 23, posted (9 months 3 weeks 3 days 7 hours ago) and read 3317 times:
Too many bad memories associated with Swissair. The crash off the Nova Scotia coast is what comes to my mind, and that was 15 years ago. There are commemorative markers all around Peggy's Cove to remind you of that night. They may own the name but really, would they want put all that money for re-branding to a brand associated with the 111 disaster. Yes, it was not the airline's fault but the perception of that incident still haunts many. I believe that shortly after the crash was when Swissair went bankrupt.