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Will Swiss (LX) Ever Become Swissair?  
User currently offlineeastern023 From United States of America, joined Jul 2006, 882 posts, RR: 0
Posted (1 year 9 months 3 weeks 3 days 21 hours ago) and read 10378 times:

I was wondering if Swiss International will ever become Swissair or use the SR iata rather than LX. They still own the brand logo, name and code.

Greetings,


AA will Rise Again!
48 replies: All unread, showing first 25:
 
User currently offlineIrishAyes From United States of America, joined Jan 2008, 2240 posts, RR: 15
Reply 1, posted (1 year 9 months 3 weeks 3 days 21 hours ago) and read 10319 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...



next flights: jfk-icn, icn-hkg-bkk-cdg, cdg-phl-msp
User currently offline1stfl94 From United Kingdom, joined May 2006, 1455 posts, RR: 0
Reply 2, posted (1 year 9 months 3 weeks 3 days 20 hours ago) and read 10174 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

User currently offlinevegas005 From Switzerland, joined Mar 2005, 324 posts, RR: 0
Reply 3, posted (1 year 9 months 3 weeks 3 days 20 hours ago) and read 10046 times:

Swiss (now LH) own the rights to the name. They purchased the name in 2009 really cheap.

http://bazonline.ch/wirtschaft/unter...wiss-kauft-Swissair/story/31437367

[Edited 2013-03-01 11:53:43]

User currently offlinesailas From Finland, joined Jul 2007, 288 posts, RR: 0
Reply 4, posted (1 year 9 months 3 weeks 3 days 19 hours ago) and read 9893 times:

I think they never will. It used to be called the flying bank until it crashed and things went really bad. For that reason im sure they do not want the name back.


Airlines been on: AY, LX, SR, OS, SK, KF, EZY, FR, BA, LH, AF, TG, DC, FC, TK, KL, BT, CX, QR
User currently offlineLHCVG From United States of America, joined May 2009, 1642 posts, RR: 2
Reply 5, posted (1 year 9 months 3 weeks 3 days 17 hours ago) and read 9587 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.


User currently offlineOA260 From Ireland, joined Nov 2006, 27312 posts, RR: 60
Reply 6, posted (1 year 9 months 3 weeks 3 days 17 hours ago) and read 9547 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.

User currently offlineAirBuffalo From United States of America, joined Jan 2004, 138 posts, RR: 0
Reply 7, posted (1 year 9 months 3 weeks 3 days 17 hours ago) and read 9473 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.


User currently offlineViscount724 From Switzerland, joined Oct 2006, 26005 posts, RR: 22
Reply 8, posted (1 year 9 months 3 weeks 3 days 17 hours ago) and read 9474 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.


User currently onlineSpaceshipDC10 From Canada, joined Jan 2013, 2047 posts, RR: 3
Reply 9, posted (1 year 9 months 3 weeks 3 days 16 hours ago) and read 9295 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.


I wish I was a glow worm.
User currently offlinesailas From Finland, joined Jul 2007, 288 posts, RR: 0
Reply 10, posted (1 year 9 months 3 weeks 3 days 15 hours ago) and read 9115 times:

Quoting Viscount724 (Reply 8):

I remember flying Swissair alot from GVA when i was younger but changed to other airlines because of them nearly abandoning GVA. Its nice to see GVA growing these days.



Airlines been on: AY, LX, SR, OS, SK, KF, EZY, FR, BA, LH, AF, TG, DC, FC, TK, KL, BT, CX, QR
User currently offlinesweair From Sweden, joined Nov 2011, 1833 posts, RR: 0
Reply 11, posted (1 year 9 months 3 weeks 3 days 8 hours ago) and read 8397 times:

I hope they get 748is   That would set them apart from many competitors, not the latest and greatest but classy for sure, not your average 77W bus ride.

User currently offlinePe@rson From United Kingdom, joined Jan 2001, 19259 posts, RR: 52
Reply 12, posted (1 year 9 months 3 weeks 3 days 7 hours ago) and read 7841 times:

Quoting eastern023 (Thread starter):
will Swiss ever become Swissair

You mean, cease to exist?   



"Everyone writing for the Telegraph knows that the way to grab eyeballs is with Ryanair and/or sex."
User currently offlineokAY From Finland, joined Dec 2006, 672 posts, RR: 0
Reply 13, posted (1 year 9 months 3 weeks 3 days 4 hours ago) and read 6914 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.


User currently offlineluganopirate From Switzerland, joined Apr 2010, 63 posts, RR: 0
Reply 14, posted (1 year 9 months 3 weeks 3 days 3 hours ago) and read 6588 times:
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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?

User currently offlineOA260 From Ireland, joined Nov 2006, 27312 posts, RR: 60
Reply 15, posted (1 year 9 months 3 weeks 3 days 3 hours ago) and read 6448 times:

Quoting luganopirate (Reply 14):
I believe LX was the sign for Crossair.

Yes indeed it was . I once flew Crossair on the LGW-BSL route ( codeshare BA) .


User currently offlinePITrules From United States of America, joined Jun 2000, 3255 posts, RR: 6
Reply 16, posted (1 year 9 months 3 weeks 3 days 3 hours ago) and read 6299 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...

[Edited 2013-03-02 05:28:04]


FLYi
User currently offlineairbazar From United States of America, joined Sep 2003, 8657 posts, RR: 10
Reply 17, posted (1 year 9 months 3 weeks 3 days 2 hours ago) and read 6200 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?


User currently offlineUnflug From Germany, joined Jan 2012, 542 posts, RR: 2
Reply 18, posted (1 year 9 months 3 weeks 3 days 2 hours ago) and read 5906 times:

Quoting PITrules (Reply 16):
I still fail to see why LX did't use the newly acquired Swissair name from the start.

See link in reply #3:

Quoting vegas005 (Reply 3):
Swiss (now LH) own the rights to the name. They purchased the name in 2009 really cheap.

http://bazonline.ch/wirtschaft/unter...37367

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.


User currently offlinePITrules From United States of America, joined Jun 2000, 3255 posts, RR: 6
Reply 19, posted (1 year 9 months 3 weeks 3 days 1 hour ago) and read 5770 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?

[Edited 2013-03-02 06:16:29]


FLYi
User currently offlineaviasian From Singapore, joined Jan 2001, 1489 posts, RR: 14
Reply 20, posted (1 year 9 months 3 weeks 3 days ago) and read 5263 times:

The Lufthansa Group probably purchase the "SWISSAIR" name just to prevent another entity from purchasing that name and establishing a new airline using that name.

KC Sim


User currently offlinebennett123 From United Kingdom, joined Aug 2004, 7809 posts, RR: 3
Reply 21, posted (1 year 9 months 3 weeks 3 days ago) and read 5178 times:

If they re named Swissair, would the creditors of the "old" Swissair have a claim against them?.

User currently onlineflyingturtle From Switzerland, joined Oct 2011, 2550 posts, RR: 14
Reply 22, posted (1 year 9 months 3 weeks 2 days 23 hours ago) and read 5026 times:

Quoting bennett123 (Reply 21):

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.  



David



Keeping calm is terrorism against those who want to live in fear.
User currently offlinebrilondon From Canada, joined Aug 2005, 4416 posts, RR: 2
Reply 23, posted (1 year 9 months 3 weeks 2 days 22 hours ago) and read 4364 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.


Rush for ever; Yankees all the way!!
User currently onlineadambrau From United States of America, joined Mar 2007, 79 posts, RR: 0
Reply 24, posted (1 year 9 months 3 weeks 2 days 21 hours ago) and read 4154 times:

I still refer to it as Swissair, it so close to the Swiss name anyway. Just as I love to ask the UA checkin agents where the Red Carpet Club is located  

25 dennys : I hope they get 748is That would set them apart from many competitors, not the latest and greatest but classy for sure, not your average 77W bus ride
26 dennys : Thanks ti Flight Radar ! SWR is swissair for me !
27 dennys : That was one of the main reason between 2002 and 2012 . Now i do not know . The thing is that thanks to CROSSAIR Ltd , the airline SWISS could ever s
28 ZRH : ????? This only a rumor about 6 frames for SWISS to replace the oldest 343. If true it is probably an ad interim solution until the 350-1000 is ready
29 flyingturtle : SR111 crashed on September 2, 1998. SR went bankrupt after September 11, 2001. Worldwide aviation was so shaken that airlines with small financial cu
30 Post contains images AY-MD11 : They should be Swissair and like AirFrance should change them name back to Air France. It's like BA would change them name BritishAirways with no spac
31 Viscount724 : When Crossair became Swiss they retained their LX IATA code (and the IATA 3-digit accounting code 724) but adopted Swissair's ICAO code "SWR". You wo
32 luganopirate : It was CS and UBS that put up the money to take over the assets, routes etc of Swissair. Crossair under Moritz Suter was a small profitable airline t
33 luganopirate : No. It's totally seperate from the old SR and therefore carries none of those liabilities.
34 goosebayguy : To me its still Swissair.
35 adambrau : I worked gates and arrivals for a skeleton crew of SR when 111 went down. We shared an office with Sabena and Austrian. Delta handled most functions,
36 brilondon : No, it is not the same corporation. The creditors cannot touch a new airline who is a totally different in ownership and has no connection with the o
37 DocLightning : On the contrary, a lot of the lay public still call it "Swissair."
38 Viscount724 : I'm sure that's true when you're a long way from Switzerland, but in Switzerland the name "Swissair' brings back bad memories for many people. Certai
39 Post contains links and images flyingturtle : The Crossair liveries had to be changed into the new Swiss liveries, and Swiss hired the designer Tyler Brule to devise the new appearance. His first
40 Post contains links flyingturtle : http://en.wikipedia.org/wiki/Swissair gives a good oversight on the history. David
41 dennys : ????? This only a rumor about 6 frames for SWISS to replace the oldest 343. If true it is probably an ad interim solution until the 350-1000 is ready
42 baw716 : Swissair is now a part of aviation history. Let it remain so. Swiss (and LH) have spent a great deal of time, energy and money developing the "Swiss"
43 Post contains images SandroZRH : Many ATC controllers still call us "Swissair", even in the states. Puts a smile on my face everytime
44 Post contains images DALCE : When the robbery in Brussels on the Helvetic operated SWISS flight to ZRH occured, various dutch newspapers posted that a Swissair flight was robbed.
45 douglasyxz : Would LX sell a single ticket more if named Swissair, I seriously doubt that. The name Swiss is well established and strong - to me related to a new a
46 LXSWISS : I watched Argo, and yes it brought some good old memories ! Regarding the Reg of the 747 used in the movie, it's HB-ISO but this Reg really belonged
47 Post contains images OA260 : I never hear anyone call it Swissair anymore. In fact the last time I ever heard anything about the two was when someone said that Swiss were not as
48 Post contains images bohica : Old habits are hard to break. I still call it Swissair. BTW SWISS actually stands for: So What It's Still Swissair
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