Turkish Airlines’ AnadoluJet Rebrands As AJet

Turkish Airlines’ AnadoluJet Rebrands As AJet

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As part of a broader repositioning and business transformation, Turkish Airlines is rebranding its low cost subsidiary, AnadoluJet. 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.

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 as of 2024, 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 a Turkish Airlines subsidiary

AnadoluJet is being rebranded as AJet

As AnadoluJet undergoes a transformation and is spun off onto its own AOC, the airline will also undergo a rebranding. As of late March 2024 (the start of the IATA summer travel season), AnadoluJet will be rebranded as AJet. 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.”

AnadoluJet is rebranding as AJet

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 like 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 long-term 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 increasingly 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?

Conversations (15)
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  1. Polka Dot Guest

    Logo looks a lot like Autodesk.

  2. Brianair Guest

    Man! I wish they’d rebrand to Anet instead to piss off the people on Airliners.net (which is often abbreviated as that). They were one letter off. But I actually think this is an improvement over the current AnadoluJet livery. Clean, smooth, less messy, and more balanced. Grade: B+

  3. VT-CIE Diamond

    Awful name, in my opinion, because it reminds me of αjet, the short-lived rebranded version of Helios Airways of Cyprus after the deadly crash of Flight 522 in 2005.

  4. Agnes Pulowski Guest

    Stupid. Let the lawsuits begin. You can't name a company something highly generic.

    1. OCTinPHL Diamond

      Sure you can. Are you a TM attorney? (Is this Darryl again?)

    2. Agnes Pulowski Guest

      No, actually, I am a business owner, so I certainly know a thing or two about "TM" law. I'm sorry, who is "Darryl"?

    3. OCTinPHL Diamond

      If you knew anything about trademark law you would know that you can certainly name a business with a generic name. And AJet may not be considered generic under Turkish TM law.

      Darryl was a troll. Your post here and on other of Ben’s posts (JAL biz review) read just like Darryl.

    4. Agnes Pulowski Guest

      1. I never said that a company can not be named something generic, only that it can open it to lawsuits easier than a more unique name.

      2. I don't know who that is.

    5. OCTinPHL Diamond

      You have it backwards. Choosing a generic name does not open anyone to lawsuits. Choosing a generic name makes it more difficult prevail in a lawsuit filed against someone else.

    6. Agnes Pulowski Guest

      You are WRONG. Please do further research on this topic. Here's an excerpt from IATA's Policies on Aviation Corporation Marketing and Corporate Standards:

      "No aviation organization shall operate in a manner opening the organization to legal risk, including, but not limited to ... and generic or non-brand names".

    7. OCTinPHL Diamond

      Hey Agnes - it is NOT generic. The fact that IATA will allow it (in fact, already has) supports that. It is you who are wrong.

    8. OCTinPHL Diamond

      Regardless, “AJet” is almost certainly not generic under Turkish law. Nothing stupid about the name change - from a legal perspective.

  5. MildMidwesterner Diamond

    Why fly AJet when you can fly TheJet?

  6. Matt Guest

    I think one of the real competitors of the new AJet is Pegasus Airlines. I have never flown either so I can’t comment on the passenger experience but would love to hear from those who have flown these two airlines.

  7. cariverga Guest

    Not many people know that AnadoluJet actually has business class (kind of.. seats only), on planes that were supposed to go to S7. It's the cheapest "real" business class seat in Europe: ~20 USD.
    https://cariverga.com/anadolujet-cheapest-business-class-europe/

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

VT-CIE Diamond

Awful name, in my opinion, because it reminds me of αjet, the short-lived rebranded version of Helios Airways of Cyprus after the deadly crash of Flight 522 in 2005.

1
MildMidwesterner Diamond

Why fly AJet when you can fly TheJet?

1
OCTinPHL Diamond

Hey Agnes - it is NOT generic. The fact that IATA will allow it (in fact, already has) supports that. It is you who are wrong.

0
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