American rebrands Eagle subsidiary Envoy

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Envoy is the new identity that American Airlines Group has selected for its American Eagle Airlines subsidiary, leaving the Eagle name as the brand covering all of its regional flying.

“Our people and our company – which is one the largest regional carriers in the world with some of the best people in our business – deserve a name that is all our own,” says Pedro Fábregas, president and chief executive of the regional carrier, in a statement. “By taking on the Envoy name, we can better differentiate ourselves from the competition and better market ourselves.”

The name Envoy conveys the fact that the airline acts as an "ambassador and representative to customers" of American, the Fort Worth, Texas-based carrier says.

American Eagle Airlines will officially change its name during the second quarter of 2014, subject to regulatory approvals.

The American Eagle brand will continue to be used for all of American's regional flying, similar to Delta Connection at Delta Air Lines and United Express at United Airlines.

Envoy is also the name of US Airways’ existing international business class product.

American and US Airways merged on 9 December 2013.

American first announced plans to rebrand American Eagle Airlines in September 2012, however, a decision was postponed after it announced plans to merge with US Airways in February 2013.

Chautauqua Airlines, Envoy, ExpressJet Airlines, Republic Airlines and SkyWest Airlines will all operate under the American Eagle brand once the name change is complete. US Airways Express flights will be rebranded as American Eagle by the end of 2015.