Start-up Sama says it will be ‘modern and progressive’, but not ‘too radical’ as it prepares to begin operations
Entrepreneurs in Saudi Arabia linked with the ruling family have unveiled their proposed new low-cost carrier Sama, which plans to operate Boeing 737-300s this year.
Sama is poised to launch with a fleet of 737-300s © SAMA
Sama, formally revealed last week in Riyadh, is bidding to take advantage of the Saudi Arabian government’s efforts to clear the way for private-sector involvement in airlines. The carrier is being established by Saudi company Investment Enterprises, which is chaired by Prince Bandar bin Khalid al Faisal and which has interests including newspaper publishing and asset management.
“We have completed many of the key steps in the regulatory process and we anticipate receiving full approval soon,” says the carrier. Its fleet will be based around the 737-300, acquired from yet-to-be-identified lessors. Seven aircraft are expected to be in service by the end of the year.
Investment Enterprises claims that Sama also has backing from about 30 other Saudi private and institutional investors, including Xenel Industries, Olayan Financing and Saudi Industrial Services.
Sama is being operationally assisted by UK advisory firm Mango Aviation Partners, which is bringing specific airline-related knowledge to the start-up and helping recruit personnel. The carrier will be chaired by Prince Bandar, with the airline’s management team led by chief executive Andrew Cowen, who is one of the founders of Mango Aviation Partners, and the former finance director of UK budget airline Go before it was acquired by rival EasyJet.
Sama has yet to disclose its list of destinations, but intends to serve Saudi Arabian cities at first before expanding to cover other intra-Middle East routes.
It will offer an all-economy service designed to appeal to business and leisure passengers, as well as pilgrims. But Sama does not expect to sap traffic from flag carrier Saudi Arabian Airlines because it plans to address a different market sector.
Sama says that it aims to be “modern and progressive” without being “too radical” for the kingdom.
DAVID KAMINSKI-MORROW / LONDON
Source: Flight International
