There’s a new airline startup in the United States, and it’s unlike anything we’ve seen before in the country. I actually think it’s a great concept in theory, though some of the details may need a little more ironing out.
In this post:
Magnifica Air, between first class and a private jet
Magnifica Air is an airline startup that hopes to launch service as of the third quarter of 2027. Before I go any further, let me emphasize that this seems to be “legit” (which isn’t to say that it’ll get off the ground, but my point is to say that there are reputable people behind this, and they’re serious).
There’s no denying that the general trend in travel nowadays has been toward more premium experiences, and Magnifica Air is hoping to tap into that demand. Essentially think of the airline as trying to offer an experience somewhere between first class and private jet travel.
Magnifica Air wants to operate scheduled service within the United States, and plans to be a Part 121 operator, so it’s not looking to take advantage of any Part 135 “scheduled charter” loopholes. You can expect flights between markets including Chicago, Dallas, Houston, Los Angeles, Miami, New York, Palm Beach, San Jose, and more.
At the time of launch, the company intends to acquire eight aircraft from Air Lease Corporation and Azorra (and has already signed agreements), including six Airbus A220-300s and two Airbus A321neos, with at least some of the A220s being ex-EgyptAir frames. The first plane is expected to be delivered before the end of the year, and the process of getting it ready for service will then take 18 months. The goal is to grow the fleet to 25 planes within four years.
The expectation is the the A220-300s will be configured with 54 first class seats, while the A321neos will be configured with 44-46 fully flat seats, plus four private suites at the front, plus a lounge at the back. Magnifica Air is partnering with Comlux on the interiors of the planes, as that’s something that the company has a lot of experience with.
There’s quite an experienced team behind the venture, as it was founded by Wade Black, who has decades of experience in commercial and private aviation. You can watch a video about the Magnifica Air experience here (I can’t seem to embed it).
My take on the Magnifica Air premium airline concept
The airline business is a really tough industry, and generally speaking, odds are stacked against startups. So many startups we’ve seen in the US over the years have had the same idea, of wanting to undercut the competition on price. So it’s nice to see a different startup concept for once, reflecting the premium travel trends we’ve seen.
Some OMAAT readers may remember my post from a few months ago about my US premium airline startup idea. It’s actually quite similar to this, though my only concern is that the airline might be going a little bit too upmarket. The airline business isn’t easy, and I tend to think that to be successful, you need a big loyalty play, you need upsell opportunities, and you need to diversify your revenue a bit, and that’s an area where the opportunities for Magnifica Air may be limited.
Admittedly there’s a big market between a standard domestic first class product and private travel, but to what extent will this be able to bridge the gap? The general challenges are that:
- For those who usually fly commercial, it might be hard to poach those people as customers, given that Magnifica Air will presumably not have a huge route network, and many travelers are brand loyal, and are on the status hamster wheel
- For those who usually fly private, the single biggest convenience is being able to fly the route you want to fly when you want to fly it, and that’s something a startup scheduled service operator will struggle with
- I’m a little confused by some of the claims the company is making, like that “our private terminals eliminate wait times and maximize comfort,” but how exactly does a Part 121 operator have its own private terminals, in practice?
I’m very excited to learn more, and I’m certainly rooting for Magnifica Air, and would love to see this concept succeed. I’ll be sure to provide more details as they’re made available.
Bottom line
Magnifica Air is the most interesting airline startup we’ve seen in the United States in a very long time. The airline hopes to launch in 2027 with a combination of A220s and A321neos, in an uber-premium configuration. The A220s will be in an all first class layout, while the A321neos will have flat beds, several private suites, and even an onboard bar.
It’s cool to see an airline startup trying something new, and I can’t wait to see how this plays out…
What do you make of the Magnifica Air concept?
I agree there is a domestic market for this product. I also believe there are ample deep-pocketed consumers who are ready, willing and able to walk away from the legacy carrier point and mile game. Be very careful on the routes selected, and on the degree of upscaleness. Except for perhaps an eastbound redeye transcontinental, there is no need for lie-flat. Or a lounge. Focus on F+ seating and exquisite service.
I hope they consider Las Vegas. Lots of opportunities for casinos to pick up the fares for these special flights.
I hope that's not the final livery.
The AI bubble will have burst and the US will be in recession by 2027.
Smacks of the same kind of late stage hubris as Maxjet and EOS launching at the height of the bubble just before the GFC to me…
2027? Friend, you’re not wrong, but, please note, for the poors, it’s always been a recession. This company’s target market ain’t them. It’s for the upper-middle-class, who think of themselves as temporarily ‘down-on-their-luck’ rich folk, who will splurge on lie-flat seats over mainline recliners.
Great idea
Doomed to failure
Reminds me of MGM Grand Air back in it's prime. Almost the same configuration (suites, all premium seating, a bar, private terminal and celebrities galore), just newer planes. Those were the days!
Wouldn't be surprised if this turns into an American version of Global Airlines.
Instead of promised cabin and a full livery, what you'll see may just be an ex-Korean Air A220 with all-economy cabin.
Wow, it's like La Compagnie, but US-based. Hope they actually make this a reality.
I love the concept, we'll see about the execution! But I'd certainly consider it at a modest premium to the current J pricing.
Somewhat interesting product, real question is where will their terminals be and what routes are they targeting. An elevated La Compagnie for JFK-LAX could make sense.
This was my first thought as well; it's La Compagnie, but less-baby-blue, more-tan. Bah!
Respect for finding a market segment that is unlikely to ever be captured by the mainline carriers. The market segment probably doesn't exist in a large enough scale, but respect nonetheless
Even if they operated just NYC-LAX, they could easily fill that plane. And, if they used the same 'frequent flyer' loophole as JSX is attempting at Teterboro, there's an angle as well... if the PANYNJ will allow it... how spicy!
They could probably make NYC-SFO work too. The pitfalls are deadly and numerous, though. It will need careful, experienced management, not irrational exuberance.
‘Irrational exuberance’ would be pitching the return of supersonic aviation… yeah, like, how’s Boom doing these days… psh.
Very true, but it would also be trying to leverage an early success between NY and LAX/SFO with aggressive expansion. That's a recipe for disaster.
What is that loophole?
Max, the loophole that JSX is exploiting, generally, is to offer a service resembling scheduled flights without adhering to the stricter safety and pilot requirements of major commercial carriers. Recall that JSX is certified as a public charter operator (Part 135) instead of a major commercial airline (Part 121). This allows it to operate from private terminals, use pilots with fewer flight hours, and bypass some TSA security procedures, all while selling seats individually like...
Max, the loophole that JSX is exploiting, generally, is to offer a service resembling scheduled flights without adhering to the stricter safety and pilot requirements of major commercial carriers. Recall that JSX is certified as a public charter operator (Part 135) instead of a major commercial airline (Part 121). This allows it to operate from private terminals, use pilots with fewer flight hours, and bypass some TSA security procedures, all while selling seats individually like a scheduled service.
Specific to Teterboro, JSX’s business model skirts the Port Authority of New York & New Jersey's (PANYNJ) rules against publicly advertised, scheduled flights at Teterboro. JSX operates as a public charter service that is advertised only to members of its "Club JSX" loyalty program, making flights appear on their website only when logged in, and does not publish timetables in public media. This allows JSX to use Teterboro's private terminals and bypass the regulations that apply to traditional scheduled airlines.
Gary Leff at VFTW had written about it recently as well.
Oh, and by the way, JSX did just start operating that route this month; I haven’t tried it yet, but am interested. It’s on FlightAware, JSX flight JSX1114, from Teterboro (TEB) to Fort Lauderdale (FXE), approximately 2 hours and 30 minutes. Wonder if any bloggers will review it.