ContinentalEWR
Topic Author
Posts: 3619
Joined: Wed May 24, 2000 2:50 am

What Is The Relevance Of BMI?

Sun Jan 15, 2006 12:29 pm

It seems several years after British Midland "The Airline for Europe" went on to become BMI, the company is still struggling to find a true identity. It still has planes painted in a transition livery and continues to shift planes and routes around, seemingly taking advantage of some routes that BA has given up (Saudi Arabia) for example, and trying anything to get a toe hold in the long haul market from Heathrow.

Has BMI given up on fighting for a slice of the transatlantic market out of Heathrow? The Manchester route network seems to be struggling a bit for its flights to the USA.

Just wondering, if someone will buy them?

And BMI Baby??

Talk about a confused brand.
 
Joost
Posts: 1844
Joined: Wed Apr 20, 2005 8:27 pm

RE: What Is The Relevance Of BMI?

Sun Jan 15, 2006 7:16 pm

Here you are opening a can of worms  Smile

BMI indeed does not seem to have a clear direction. They are a bit of everything; a full-service regional airline, a low cost airline, a network carrier. 3 Different on-board products. A lot of confusion.

I think they missed out an important opportunity a few years ago. They have so many slots at LHR and can fly to so many places in Europe. They have a lot of LCC competition, that's right. But IMHO, they should have had themselves transformed into a certain niche carrier, operating the lowest fares from LHR and becoming a great partner to several Star Alliance carriers, as a feeder. Just look at all S.A. long haul carriers that operate to LHR; an airline offering great connections at an attractive price would be a great fit. But this is not how things went.

FYI, they can not start transatlantic service from LHR due to Bermuda II. They are currently owned 20% SAS, 30% Lufthansa, 50% investment group of Sir Bishop. Rumours are for a long time that Virgin might be interested.
 
Humberside
Posts: 3223
Joined: Sun Jan 01, 2006 12:44 am

RE: What Is The Relevance Of BMI?

Mon Jan 16, 2006 12:23 am

Quoting ContinentalEWR (Thread starter):
Has BMI given up on fighting for a slice of the transatlantic market out of Heathrow?

No. If/When there is EU Open Skies and bmi can find suitable planes they will probably be the first new entrant from LHR to the US. I think their first destination would be JFK

Quoting ContinentalEWR (Thread starter):
The Manchester route network seems to be struggling a bit for its flights to the USA.

bmi need the planes at LHR for Saudi Arabia/Mumbai
Visit the Air Humberside Website and Forum
 
Crosscountry
Posts: 123
Joined: Sat Nov 12, 2005 8:04 pm

RE: What Is The Relevance Of BMI?

Mon Jan 16, 2006 2:12 am

The last thing we need is another carrier offering LHR-JFK
BMI would be better off concentrating on being "An airline for Europe"
I would expect CO and DL to want to muscle in on any open skies agreement, despite the fact it will be difficult to win passengers off the established carriers, VS, BA and AA.
 
Humberside
Posts: 3223
Joined: Sun Jan 01, 2006 12:44 am

RE: What Is The Relevance Of BMI?

Mon Jan 16, 2006 5:03 am

Quoting Crosscountry (Reply 3):
I would expect CO and DL to want to muscle in on any open skies agreement, despite the fact it will be difficult to win passengers off the established carriers, VS, BA and AA.

CO, DL, NW and US will want to serve LHR

CO almost certainly will if they can. They wont have to attarct passengers from established carriers as all they will probably do is move most services from LGW so no new capacity into the LON-US market.

As for DL and NW they will want to serve LHR but may not be able to afford to do so. Unless they start new services (eg Delta LHR-JFK), like CO they wont have to attract passengers from VS/BA/UA/AA as they will just move services from LGW

Finally US Airways. They have moved out of Chapter 11 but may decide they have better things to spend their money on. On the other hand, LHR would allow them to offer connections onto bmi. Again though they would be no new capacity in LON-US as US would just move services from LGW if they started LHR flights
Visit the Air Humberside Website and Forum
 
ContinentalEWR
Topic Author
Posts: 3619
Joined: Wed May 24, 2000 2:50 am

RE: What Is The Relevance Of BMI?

Mon Jan 16, 2006 11:07 am

BMI does not need to fly LHR-JFK. That route is well served by BA, AA, VS, and marginally, by UA. The issue here is that they would need at least four and as many as 7 daily nonstops in this market to be truly competitive. I do not see this happening.

Business Class fares are pricey in this market, but coach fares are generally quite low.

The problem with BMI is the brand. No one has a clear understanding of what it is they stand for. They are not a low cost airline, they are not a full service airline despite the accolades of their business class product. What BMI does is be the "wannabe" alternative to BA and VS.

They also have an ugly livery and a brand name that is not sufficiently British any more, the way it used to be when it was British Midland.