Originally Posted by
Calchas
BA has no need to buy an Irish airline to do that. They could ask their parent company to let them use VY's branding. Or they could start an el-cheapo operation (let's call it BA Connect—or GO!)—but unfortunately repeated experience has proven that BA is incapable of running a shorthaul low cost sidearm.
Except that EI has existing routes and gates across key BA markets in Europe and has a name recognition that Veuling lacks. It's also significantly upped its game in terms of offer. They charge for on board catering, but I find the seats and on board experience are superior to BA SH.
Vueling is a true leisure airline, while EI operates in the middle ground that BA need but want to get out of.
BA aren't alone in their inability to run a low-cost subsidiary. The brand identity is difficult to split. I remember a business school marketing lecture where the guest from Heinz was talking about competing againt Tesco Value, etc.. Some Frenchy asked "why don't they just start a low cost line of ketchup?"
The collective gasp from the audience almost reduced oxygen levels in the room to dangerous levels. The problem is in the case of BA SH, it doesn't have to be Heinz. In fact, BA would rather it be someone else.