Illustration: An artist’s concept depicts a Boeing 787-8 (top) and 787-9 in Norwegian Air livery. BOEING MARCH 2016 | 35 BY DAN MOSELY herever Norwegian jets fly, celebrities are hot on their tail. From “Scream” painter Edvard Munch to Danish comedian and pianist Victor Borge, some of the leading lights of Scandinavian and wider European heritage are immortalized as “tail-fin heroes” on Norwegian’s fleet. The tradition began in 2002 when Norwegian used a Boeing 737-300 to break into the country’s wellestablished domestic market and pursue a self-described “out-of-the-box approach” to doing business. Today, Norwegian is Europe’s thirdlargest low-cost carrier, and still climbing. “It felt only natural for us to adorn the tails of our aircraft with heroes who have pushed the boundaries, challenged the established and inspired others,” said Norwegian CEO Bjørn Kjos. “These are the very values that the success of Norwegian is based upon.” Last month, Swedish-born actress Greta Garbo, whose image had been on the tail of a Norwegian Boeing 737-800, was on the tail of the airline’s first CUSTOMER PROF I L E 787-9 Dreamliner—an airplane that, according to Kjos, promises to open a new chapter in the airline’s history. That first 787-9 is leased, and the airline plans to operate 10 more under such agreements. That’s in addition to the 19 jets Norwegian ordered in October—the largest single order for 787-9 Dreamliners ever placed by a European airline. The deal quadrupled the size of Norwegian’s future long-haul fleet and enabled the creation of new routes. A month later, the Oslo-headquartered carrier received a license to operate in the United Kingdom, opening up traffic rights to potential new markets in Asia, South America and South Africa from its U.K. base at London-Gatwick. “The order for 19 787-9s is a major milestone and enables Norwegian to offer a wide range of new routes to travelers worldwide,” Kjos said. The airline served a record number of passengers last year—nearly 26 million. Kjos said flights from Europe to the United States and Asia have averaged more than 90 percent full during the past two years. The airline has grown rapidly since its beginning in 1993 when it offered flights across Norway’s west coast with a small fleet of Fokker 50s. In 2002, Norwegian expanded its domestic network with 737-300s and later offered short- to medium-haul flights across Europe. In 2013, the airline launched long-haul flights to the U.S. and Asia. Today, Norwegian has a fleet of more than 100 737-800s and eight 787-8s. Its Dreamliner fleet is set to expand to nearly 40 airplanes in the next five years. In 2012, it ordered more than 120 additional 737s, including 100 737 MAXs that will open new mediumhaul markets, Kjos said. Norwegian also has 100 of the Airbus A320neo on order. Kjos said the range of the 737 MAX will enable Norwegian to connect smaller cities in the U.S. with smaller cities in Europe. “And it creates opportunities to connect Europe and Asia,” he said. “Travelers will have access to intercontinental travel at an affordable fare.” • DANIEL.MOSELY@BOEING.COM Success tails Norwegian Air is Europe’s third-largest low-cost carrier—and climbing W
Frontiers March 2016 Issue
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