Last Updated: May 15, 2021, 1445 hrs

Go Air after 15 years in the skies, has announced to rebrand itself as ‘Go First’ as the airline focuses on ultra-low-cost business model as an attempt to fly through the headwinds of the pandemic.

The Go First as ULCC (ultra-low-cost carrier) would operate single aircraft type across its fleet, which currently has both Airbus A320 and A320Neos (new engine option) planes in operation. The airline said that at the heart of the latest revamp is the full embrace of ULCC model and was in the process of transitioning all its operations under this new brand.

The airline’s vice-chairman Ben Baldanza said India is a fast developing airline market and consumers in the country are hugely value conscious but are quite demanding when it comes to flying experience.
“The combinations of attractive airfares, a squeaky-clean flying experience, well sanitized flights and on time performance is what Go First is designed to deliver. And, that is exactly at the core of our brand and service,” he added.
The rebranded identity has contemporary graphics and a bolder, brighter blue. The airline noted that it is this “competitive advantage” that enables it to offer its customers a combination of “ultra-competitive“.

With the youngest average fleet among Indian LCCs (low-cost carrier), majority of which are A320 neos, high-density seating, single aircraft type across its fleet, Go First is positioned to get ahead of its peer group by operating with ULCC model, the release said.

With a 7.8 market share per cent in March, the city-based airline breached the 10 per cent market share threshold for the first time in June 2014 and barring a few occasions it kept hovering in the sub-10 per cent range till the emergence of the pandemic last year.

The development comes against the backdrop of the airlines’ industry battling with lower passenger numbers and travel restrictions due to the second COVID-19 wave.

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