Financially strapped Malaysia Airlines, reeling from the dual tragedies of the disappearance of Flight MH370 in March and the shooting down of Flight MH17 earlier this month, is exploring a re-branding of the airline that could mean a new name.
In an interview in London’s Sunday Telegraph, Malaysia Airlines Commercial Director Hugh Dunleavy said a review of the carrier is being conducted by the Malaysian government, which owns nearly 70 percent of the airline through an investment firm.
“Our majority shareholder, the Malaysian government, has already started a process of assessing the future shape of our business and that process will now be speeded up as a result of MH17,” Dunleavy said. “There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines.”
The Telegraph wrote that those options include renaming and rebranding the airline, which carries 50,000 passengers a day and employs 20,000 staff.
Malaysia Airlines Flight 370 disappeared over the Indian Ocean in March after reversing course from its Kuala Lumpur-to-Beijing route and is still missing. It is presumed crashed.
Flight 17 was shot down 10 days ago over Ukraine by a surface-to-air missile believed to be operated by pro-Russian separatists in the region.
The two flights were carrying nearly 600 passengers and crew, combined.
The tragedies have rocked the nation, and over the weekend Malaysia Airlines took out ads in several prominent newspapers in its country, thanking the Malaysian people.
In part, the ad read:
“Built through hard work, loyalty and commitment, Malaysia Airlines would not be what we are today without the generations of employees who have woken up each morning to serve with professionalism and determination. … We would not be the airline we are today without the support of millions of Malaysians who fly with us at home and internationally. … Our duty is to serve. And with your blessings, we will do our utmost to continue to do so,”
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