Originally Posted by
CPH-Flyer
The challenge for the Swedish market in many areas is that the Swedish consumers are often very cost conscious and any saving is a gain. Cheaper is by definition better. Meaning the connecting competition could often have a very strong case in the market compared to the direct long haul flights.
I don't think that is true in general, for the BKK destined vacation Swedes yes, perhaps, for business and leisure non beach travel, direct flights and product matter for the locals no differently.
The problem as I see it is mainly a zig zag course on what they actually wanted to do, there has not been a clear direction since Carlzon tore down the pyramids. And then they just got crazily late into fixing their cost base.
I agree, their new CEO looks competent but has been invisible since he started with little change to course other than gradually rebooting the old network and this entity restructuring. I wonder if changing course towards the Embraers was his doing.