Earlier this year, Air France-KLM got permission from its pilot unions to start a new airline to help combat the group’s — especially Air France’s — high-cost base and improve its offerings against carriers in the Middle East. Today, Air France unveiled its solution: JOON, which will start flying this fall to medium-haul destinations, and next summer to long-haul destinations.

Joon, a spin off the French word for young (jeune) will not be a low-cost carrier as anticipated by many, showing a different approach than what other airlines have done in the past, such as Lufthansa Group’s Eurowings, IAG’s Level and Singapore Airlines’ Scoot. Instead, Air France has designed the airline around its target consumer group — passengers aged 18 to 35 — and has branded it as an airline for millennials “whose lifestyles revolve around digital technology.” The airline was also quick to distinguish itself, stating that “this new brand has been entirely designed to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport.”

The airline will feature a product similar to Air France’s onboard product, reflecting the airline’s new approach: to attract customers through a refined product, not cost-cutting and low fares. Caroline Fontaine, Air France’s Vice President of Brand spoke on the process of tying together the airline’s identity and Air France’s product: “This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values.”

Artist renderings of Joon’s fleet. Credits: Air France

While the airline will have a separate (and bolder) identity from Air France, the airline won’t be much difference fleet-wise: according to graphics from Air France, Joon will operate, among other aircraft, Airbus A320, Airbus A340 and Airbus A350 aircraft. A spokeswoman said that the airline will start out with six “medium-haul aircraft” this fall, operating to a variety of destinations, before adding four “long-haul aircraft” next summer. With the retirement of Air France’s Airbus A340 fleet underway, it is likely that the aircraft will be transferred to Joon for operation.

Like its parent, Joon will have its main base at Paris Charles de Gaulle, likely with Joon’s new, electric blue colored planes mixing with Air France tails at the airlines’ terminals. The airline reportedly chose electric blue as a way to “symbolize the airline’s dynamic attitude, as well as the sky, space, and travel.” While Air France has not given many details past this, they are expected to make a larger announcement in September. Stay tuned!

Featured photo by Air France.

Categories: Industry Talk