LH Longhaul Hybrid Operation To Be Named "Jump"

LAXintl · Tue Oct 07, 2014 2:52 am

According to media report, Lufthansa hybrid longhaul (not to be confused with its LCC plans), that will utilize A340 equipment will be known as Jump and have a focus on the Asia-Pacific region taking over LH routes.

Jump would initially utilize 8 A340s, seat 18 business, 19 premium economy and 261 economy seats.

Jump is being positioned to take over leisure heavy routes like BKK and also allow LH to return to markets like Hyderabad, Ho Chi Minh City and Qingdao which LH had to terminate in recent years.

LH is targeting a 25% savings in labor rates over mainline for the Jump services as result of recently renegoiated labor agreement with its cabin crew.

Lufthansa long-haul for less
http://www.businesstraveller.asia/as.../news/lufthansa-long-haul-for-less

Lufthansa's new 'Jump' airline sets sights on Asia-Pacific
http://www.ausbt.com.au/lufthansa-s-...irline-sets-sights-on-asia-pacific

=

So lets see -- we will have LH regular longhaul, this hybrid leisure focused Jump product, and a future longhaul LCC.
Seems like one too many imo, and confusing.

Someone I know at LH USA marketing told me to view the hybrid as LH version of AC Rouge.

[Edited 2014-10-06 20:12:13]

Thomaas · Tue Oct 07, 2014 3:06 am

I don't understand why they don't use the LH name like AC has done, they'll be operating from LH hubs after all.

PlanesNTrains · Tue Oct 07, 2014 3:12 am

Jump doesn't sound hybrid - it sounds LCC. I'm a little surprised at the small allocation of premium economy. How will it be configured to get to 19?

-Dave

ANA787 · Tue Oct 07, 2014 3:17 am

"Jump's primary destinations will cover key cities in China, India and Thailand, as well as select cities in North America."
-http://www.ausbt.com.au/lufthansa-s-new-jump-airline-sets-sights-on-asia-pacific

Hopefully this means the resumption of PDX and PHX.

N14AZ · Tue Oct 07, 2014 4:48 am

I guess they will use Van Halen's song for advertisement...

seahawk · Tue Oct 07, 2014 4:59 am

I would not believe the branding will be "Jump" it is only the name for the internal set-up.

BestWestern · Tue Oct 07, 2014 7:57 am

So, AF have Hop!

LH have Jump.

Will BA have skip?

Aeri28 · Tue Oct 07, 2014 8:49 am

but won't it be pronounced the German way, 'YUUMP?"

just sayin...

SCQ83 · Tue Oct 07, 2014 9:05 am

So if I understand correctly, Lufthansa will have 3 brands for long-haul now?

seahawk · Tue Oct 07, 2014 9:10 am

Jump will operate under the LH brand.

BA0197 · Tue Oct 07, 2014 9:17 am

I fear the LH brand is becoming very muddled very quickly. Why just not create a new fleet (ala BA Mixed Fleet) to operate the service at lower costs and keep the LH branding- thereby making the customer think that they are flying LH and keep the power of the brand? This announcement is very confusing.

Am I correct to assume that LH (as in LH only) will have LH Longhual/shorthaul from FRA, a hybrid Longhaul carrier, a LCC for Longhual and Germanwings for non-FRA SH??

From a consumer's point of view very confusing indeed. It helps the LH brand none and in fact detracts from it.

LondonCity · Tue Oct 07, 2014 9:43 am

Quoting BestWestern (Reply 6):
Will BA have skip?

Well, SIA has Scoot.

KarelXWB · Tue Oct 07, 2014 9:47 am

So in France we have Hop! and in Germany we will have Jump

Talking about creative naming.

[Edited 2014-10-07 02:54:22]

okay · Tue Oct 07, 2014 10:06 am

And soon BA will announce Skip!

PM · Tue Oct 07, 2014 10:45 am

Hop! Jump. Scoot. Groan....

macc · Tue Oct 07, 2014 11:01 am

I know why I have let gone of my senator status.

Quoting PM (Reply 14):
Hop! Jump. Scoot. Groan....

next one's BANG?

PanHAM · Tue Oct 07, 2014 11:39 am

No, next will be "Up"

As long as they get VW to share the name......

Baexecutive · Tue Oct 07, 2014 11:53 am

I don't think using a separate brand is such a bad idea for a premium airline, it lets it test routes to see if they are viable at lower costs. Hope the name LH have chosen is a project name though as it does sound very dated.

Revelation · Tue Oct 07, 2014 11:55 am

Quoting Aeri28 (Reply 7):
but won't it be pronounced the German way, 'YUUMP?"

That's what came to mind immediately. I can picture my German friends saying, 'vas is dist yuump?"...

Quoting PM (Reply 14):
Hop! Jump. Scoot. Groan...

Shuffle? Slither? Scurry? Skedaddle? Split?

It's all just a hop and a skip and a jump away!

Pihero · Tue Oct 07, 2014 12:29 pm

It was a Go ! HOP ! JUMP ! WHIZZ ! Take it EASY, That's the SPIRIT !

dtw2hyd · Tue Oct 07, 2014 1:30 pm

Enough with planning, do something.

There is no need for new brand name. Waste of marketing $$$ and resources.

Just have a sub fleet and a reasonable agreement with union. Easy to unwind if this doesn't workout, which is most likely outcome of this over planned idea anyway.

Success depends on configuration, if it can break-even on just Y it will be a success otherwise this plan is DOA.

ilyag · Tue Oct 07, 2014 1:31 pm

Quoting PanHAM (Reply 16):
No, next will be "Up"

Already taken by LY... which is far more appropriate, considering that this is pretty much what "El Al" means in Hebrew

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MD80 · Tue Oct 07, 2014 2:01 pm

Quoting BA0197 (Reply 10):
I fear the LH brand is becoming very muddled very quickly.

The majority of enthusiasts appear to be happy but I agree with your fear. The "responsible experts" are doing a very good job at the moment to sway away from a very strong brand originally initiated in the 1960s. I also tend to say that one of the last remaining value of Lufthansa is its brand. No whoosh-washie-boshie-35%-logo-on-tail-yippie-we-are-so-innovative-thing was one the last remaining visual strengths.

I know that as am imaginative part of the team of Lufthansa media relations/brand, I would be part of a small minority because the young team and "experts" think differently and get the money for horrible results.

Quoting Revelation (Reply 18):
I can picture my German friends saying, 'vas is dist yuump?"...

The ability of ordinary Germans to understand or speak English is vastly overestimated IMO.

PanHAM · Tue Oct 07, 2014 2:06 pm

Quoting ilyag (Reply 21):
Already taken by LY

I had "up up and away2 in my mind. Yes, elAl has taken it.

I doubt that LH will chose "Jump" as it will not work phonetically in German. The pronounciation is like "yump" with the u spoken as a U. Those Germans who think that they can speak English will say "dschamp". I have a dozen jokes instantly on my mind.

"SPLASH" would work on warm water destinations but then......

Mortyman · Tue Oct 07, 2014 2:25 pm

Quoting Aeri28 (Reply 7):
but won't it be pronounced the German way, 'YUUMP?"

"SPRINGEN" ! or "FLIEGEND" ! or maybe "FLUCHT" !

Quoting BA0197 (Reply 10):
From a consumer's point of view very confusing indeed. It helps the LH brand none and in fact detracts from it.

Quoting dtw2hyd (Reply 20):
There is no need for new brand name. Waste of marketing $$$ and resources.

Agreed ! Lufthansa seems to be desperate ... Sad

[Edited 2014-10-07 07:26:17]

Revelation · Tue Oct 07, 2014 2:32 pm

Quoting Pihero (Reply 19):
WHIZZ

This always made me laugh because in US English (at least), it is a slang word for urination...

Hendrik438 · Tue Oct 07, 2014 2:33 pm

Quoting LAXintl (Thread starter):
Qingdao which LH had to terminate in recent years.

TAO was started 2 years ago and hasn´t been terminated. Nevertheless I agree that the route FRA-SHE-TAO has higher chances to continue under the Jump project.

But just to be sure, Jump is just an internal project name. But all these A340 will fly under the regular LH brand and most costumers won´t know the difference besides less C/CL seats availability.

Mortyman · Tue Oct 07, 2014 2:35 pm

Quoting Pihero (Reply 19):
WHIZZ !

Do you mean Wizzair ?

Quoting Revelation (Reply 25):
This always made me laugh because in US English (at least), it is a slang word for urination...

If it's Wizzair, it's without the H

aviationaware · Tue Oct 07, 2014 2:55 pm

Guys, stop talking crap. Nobody is adding a new brand, this is just an internal project name like Direct4U was and is never going to see the light of day as a brand. The Jump flights will be operated under the normal Lufthansa brand.

Still, poor PR effort from Lufthansa. This isn't the first time an internal project name has been dropped to the press, to the only effect of confusing the customers.

kl911 · Tue Oct 07, 2014 3:00 pm

Isnt Condor already the lowcost longhaul carrier?

seahawk · Tue Oct 07, 2014 3:32 pm

Condor belongs to Thomas Cook

MD80 · Tue Oct 07, 2014 3:49 pm

Quoting seahawk (Reply 30):
Condor belongs to Thomas Cook

It would perfectly fit into Lufthansa´s brand to have the original Condor with yellow tail and blue logo for a subsidiary. This would be my view to have a separate entity but with a strong similarity to the brand of Lufthansa, a good name (everyone can spell "Condor" and you can associate Condor with aviation because of a bird etc.. Hop, Buzz, Up, Jump, collapse, waste, trash etc. is not only related to aviation.

Ok, I am just dreaming

I am not that conservative

. For example, I liked "Snowflake" by SAS. That was a cute name and Scandinavia is often associated with snow in winter.

CitrusCritter · Tue Oct 07, 2014 3:54 pm

Is it like that Jump will replace LH mainline on MCO?

airevents · Tue Oct 07, 2014 4:28 pm

Qingdao is still served by LH. Very poor research in the article!

aviationaware · Tue Oct 07, 2014 4:38 pm

Quoting CitrusCritter (Reply 32):
Is it like that Jump will replace LH mainline on MCO?

It's possible, but it won't really make any difference. The flights will use different employment schemes and a low premium seating configuration, that's all there is. You will still get the same service, the same seats, and same overall experience on the flight.

Heavierthanair · Tue Oct 07, 2014 4:41 pm

G'day

Quoting KarelXWB (Reply 12):
in France we have Hop! and in Germany we will have Jump

They both must have admired the 'Roo that decorates the tails of Qantas' aircraft.

I just wonder if Lufthansa's decision to name the new operation "Jump" has anything to do with the recent Oktoberfest

Jumpy!

Cheers

Peter

[Edited 2014-10-07 09:48:10]

[Edited 2014-10-07 09:49:21]

[Edited 2014-10-07 09:50:18]

[Edited 2014-10-07 09:52:10]

N14AZ · Tue Oct 07, 2014 5:17 pm

Quoting Revelation (Reply 18):
Quoting Aeri28 (Reply 7):
but won't it be pronounced the German way, 'YUUMP?"

That's what came to mind immediately. I can picture my German friends saying, 'vas is dist yuump?"...

Thank God they will not use some of LH's 747s. Otherwise, when being asked how they travelled to Bangkok, a typical answer of these tourists with white socks in sandals would be "oh, I came with a Yump Yumpo"

Revelation · Tue Oct 07, 2014 6:15 pm

Quoting AviationAware (Reply 28):
Guys, stop talking crap.

We're not talking crap, we're talking pee!

Quoting AviationAware (Reply 28):
The Jump flights will be operated under the normal Lufthansa brand.

Still, poor PR effort from Lufthansa. This isn't the first time an internal project name has been dropped to the press, to the only effect of confusing the customers.

Indeed, what is the point of discussing it in the press if there will be no difference in product or branding?

continental004 · Tue Oct 07, 2014 6:25 pm

I for one hopes this name goes the way of Song or Ted. Remember those?

Viscount724 · Tue Oct 07, 2014 6:33 pm

Quoting ilyag (Reply 21):
Quoting PanHAM (Reply 16):
No, next will be "Up"

Already taken by LY... which is far more appropriate, considering that this is pretty much what "El Al" means in Hebrew

Volkswagen may also object.
http://www.volkswagen.co.uk/new/up-nf/home

dtw2hyd · Tue Oct 07, 2014 6:34 pm

Quoting AviationAware (Reply 28):
The Jump flights will be operated under the normal Lufthansa brand.

So no Jump livery, no Jump media blitz, no Jump stationary and no one will utter the word Jump on the ground or mid air. Other than cabin reconfiguration this venture should be as frugal as possible.

BTW are LH unions jumping on this Jump bandwagon or still debating? I saw another thread about strike.

Hirnie · Tue Oct 07, 2014 6:37 pm

Quoting dtw2hyd (Reply 40):

BTW are LH unions jumping on this Jump bandwagon or still debating? I saw another thread about strike

The cabin crew union (UFO) already agreed AFAIK.

N14AZ · Tue Oct 07, 2014 7:34 pm

Quoting dtw2hyd (Reply 40):
BTW are LH unions jumping on this Jump bandwagon or still debating? I saw another thread about strike.

You really shouldn't jump to conclusions

Quoting Pihero (Reply 19):
It was a Go ! HOP ! JUMP ! WHIZZ ! Take it EASY, That's the SPIRIT !

And we had Buzz Air

PanHAM · Tue Oct 07, 2014 8:42 pm

Quoting PanHAM (Reply 16):
No, next will be "Up"

As long as they get VW to share the name......

Quoting Viscount724 (Reply 39):
Volkswagen may also object

VW is one of Lufthansas best customers, in cargo they are No. 1 AFAIK.
Would be a good point for joint marketing.

I

dtw2hyd · Tue Oct 07, 2014 8:49 pm

Quoting N14AZ (Reply 42):
You really shouldn't jump to conclusions

I am not drawing any conclusions, just eager to know how realistic this plan is. Every couple of months public are getting LH internal brainstorming session details. It would be nice if they do it privately and announce the launch date.

Armodeen · Tue Oct 07, 2014 9:16 pm

Quoting N14AZ (Reply 42):
You really shouldn't jump to conclusions

I see what you did there

smbukas · Tue Oct 07, 2014 9:31 pm

I think, separate branding means that service level will be different between LH Long Haul and Jump. I do not see any other reason they need separate branding. I think, Jump will be lower level of service and passengers are not accepting different level of service on the same brand.

airmailer · Wed Oct 08, 2014 12:19 am

Quoting PM (Reply 14):
Hop! Jump. Scoot.

I bet they got the rights to those names for a "Song"

[Edited 2014-10-07 17:31:59]

6thfreedom · Wed Oct 08, 2014 2:23 am

Interesting that seats increase from 221 to 298.

The additional seats, as well as the marginal ownership costs for the aircraft probably make this a good fit for a low cost/hybrid operation.

bahadir · Wed Oct 08, 2014 3:21 pm

Is this the project that they were planning to launch using the SXS joint venture?

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