Frontier Airlines has unveiled a new livery as part of its ongoing effort to redefine itself as an ultra-low-cost carrier.
The new look “pays homage” to the Denver-based carrier's history by including aspects of the brand that date to the 1950s, when it operated Douglas DC-3 aircraft, it says in an announcement today.
The new livery still includes the entire word “Frontier” on the side of the aircraft and various animals will still adorn the aircrafts’ tails.
Frontier is debuting the new livery during an event at its hanger at the Denver International airport.
In last several months, the carrier has undergone a number of changes, including the implementation of carry-on luggage fees similar to those charged on Spirit Airlines and a new fare structure.
Frontier executives insist that the company’s rich history and focus on customer service will set it apart from carriers like Spirit.
“A large part of Frontier’s commitment to doing it right includes the airline’s employees who bring a passion for their jobs that is more reminiscent of an earlier era of aviation,” says Frontier chief executive David Siegel. “Our unique culture is a core value that we hold dear and one that differentiates us from many of our competitors.”
In December 2013, Frontier was acquired by Indigo Partners, which was previously a major shareholder in Spirit.
That acquisition helped propel the transformation, which has seen Frontier execute a major expansion outside its Denver hub, adding flights from cities including Washington Dulles, Cincinnati, Cleveland, Memphis and Chicago O'Hare.
Frontier also hired president Barry Biffle, a former executive vice-president of Spirit, to help oversee the transformation.
Frontier Airlines
Source: Cirium Dashboard
