As part of a broader repositioning and business transformation, Turkish Airlines is rebranding its low cost subsidiary, AnadoluJet. This was first announced in November 2023, though the rebranding is in the process of being rolled out this month, so I wanted to go over all the details.
There are two parts to this story — the general spinning off of the airline, and then the rebranding, so let’s cover those two points in order.
In this post:
Turkish Airlines is spinning off AnadoluJet
First for some context, AnadoluJet was founded in 2008, and is a wholly owned subsidiary of Turkish Airlines, operating as a regional low cost carrier. The airline currently operates a fleet of roughly 80 narrow body jets, comprised of Airbus A320-family and Boeing 737-family aircraft.
While the airline initially operated domestic routes, the airline has expanded to regional international markets as well. AnadoluJet primarily operates services out of Ankara (ESB) and Istanbul Sabiha Gökçen (SAW).
Since AnadoluJet is a wholly owned subsidiary of Turkish Airlines, the company currently operates under Turkish Airlines’ air operator certificate (AOC). Turkish Airlines is planning on changing that in the coming weeks, and will move the airline to a separate AOC.
Why is Turkish Airlines switching the airline to a separate AOC? Well, the company has stated that this will allow the airline to grow more. The intent is to focus on costs, and simplifying services, in order to get as much of a cost advantage as possible. We know that Turkish Airlines has huge growth plans, and part of that includes growing AnadoluJet’s fleet to over 200 aircraft.
AnadoluJet is being rebranded as AJet
As AnadoluJet undergoes a transformation and is spun off onto its own AOC, the airline is also undergoing a rebranding. Specifically, as of March 12, 2024, the company has started selling tickets under the AJet branding, for flights as of March 31, 2024. The carrier’s switch to its own AOC is expected to coincide with that transition.
Turkish Airlines’ chairman states that “we firmly believe that AJet will become an important part of the global low-cost aviation industry under the new name.”
The airline isn’t just getting a new name, but it’s also getting a new livery, new employee uniforms, and new seating (all-economy seating in a one-cabin configuration). Below you can see a video of the transformation of the first aircraft to be repainted.
A few thoughts:
- Am I the only one who thinks the AnadoluJet livery looks a lot like the Cathay Pacific livery, while the AJet livery looks a lot like the Air Transat livery?
- Even though Turkish Airlines will still own AnadoluJet (at least for the time being), it sure seems to me like the intent of the rebranding is to distance the subsidiary from Turkish Airlines as much as possible, as the plane no longer has any Turkish Airlines branding, and doesn’t even have any red
- I think that also explains the intent to put the airline on a separate AOC; this is going to become an increasingly ultra low cost carrier, and Turkish Airlines probably wants to separate itself from that in terms of passenger experience
- I’m guessing we’ll see Turkish Airlines and AJet increasingly compete on more routes, as they target different market segments with the two brands
Bottom line
Turkish Airlines’ regional subsidiary, AnadoluJet, is rebranding as AJet. This rebranding comes as the airline is moving to its own air operator certificate, and as Turkish Airlines tries to focus on costs with its subsidiary, in order to allow the airline to grow.
This rebranding largely seems about differentiating the passenger experience between the two airlines, to allow Turkish Airlines to compete more directly with ultra low cost carriers, without tarnishing its own brand.
What do you make of AnadoluJet rebranding as AJet?
I suppose this will also mean the end of the unofficial lounge access for *G. It was never meant to be a benefit, but since Anadolu flights were coded as TK, it was provided in practice. Now that they will have their own AOC, I assume it won't be the case anymore.
Yes it wouldn't make any sense to give lounge access if they're getting their own AOC and will operate independently, they're aiming to become a full low cost, separate entity, low cost should be low cost, no more Turkish identity or benefits.
There will remain part of Miles & Smiles programme so its members should still get benefits. But other *G won't.