Daring to be Different

In the congested European market place it’s more important than ever for airlines to differentiate themselves from the competition. SAS’s Chief Commercial Officer (CCO), Eivind Roald, tells Airliner World’s James Ronayne about the carrier’s ambitious plans to reinvent itself as a lifestyle brand.

SAS celebrated its 70th anniversary in 2016. The legacy airline has successfully maximised efficiencies enabling it to compete with low-cost carriers.

In November 2012, SAS (IATA: SK) found itself in a perilous position. It had all the costs and inefficiencies associated with a 70-year-old legacy carrier and faced fierce competition at home and abroad from the likes of Norwegian, Ryanair and easyJet. “We were only two hours away from putting it in bankruptcy,” admitted SAS CCO Eivind Roald.

Become a Premium Member to Read More

This is a premium article and requires an active Key.Aero subscription to view. You can also access it if you’re subscribed to one of our Key Publishing magazines.

I’m an existing member, sign me in!

I don’t have a subscription…

Why not join our community of aviation enthusiasts? Pick one of our introductory offers and access a wealth of world-class aviation content.