My colleague and expert in all matters business aviation over at Flight International, Kate Sarsfield, has written an excellent story explaining Lufthansa’s move to buy its own business jets to woo high-end passengers.
Lufthansa is alone it seems, at least for now, in having a strategic vision that goes from providing ultra-exclusive, first-class services (business jets, dedicated first-class terminal etc) right through to low-cost flying (germanwings).
Lufthansa Private Jet will take delivery of some funky Cessna business jets (an artist’s impression is seen in this week’s issue of Flight but I have provided a nice picture above) by year end and convert two ex-Lufthansa Regional Bombardier CRJ200s from passenger configuration into VIP layout with 12 seats (the work being done of course by its specialist conversion house at Lufthansa Technik).
As Kate says it is a bold move. Lufthansa is focusing on the ultra-high yield passengers when many carriers have got rid of first class on their passenger jets, partly because of falling demand as the new business class products get so bloody good.
At present, Lufthansa is the only end-to-end air carrier – you name it, it does it.