When did SAS lose the plot?
 

I must confess, I am no SAS expert, but having just read Jan Carlzon's "Moments of Truth", I am genuinely curious to hear when SAS started to go downhill and why it went downhill. The formula seemed to work pretty well back in the 80s.

A quote I noted from the end of the book:

"The ultimate goal: by 1990 SAS will be the most efficient airline in Europe. We will have a competitive, world-wide network of routes. We will be market leaders in service, quality and safety. We will be able to compete profitably on all distances and with all sizes of planes. By then, we will have the financial strength we need to modernize our fleet."

Things seem a bit different now?

There are plenty of things that might have caused the change. I think the most important is the deregulation of the industry as a whole. This gave an opportunity to LCCs and legacy carriers alike to start competing on fares and on formerly protected routes. As an consumer I´m more than happy with the development.

You almost answer you own question.


Just because something work in the 80s didn't meant it work in th e90s and SAS have been behind ever since