Canada Jetlines, the startup that has been in pre-launch mode for years, has vowed to finally launch later this year.
The Vancouver-based ultra-low-cost airline first announced its intention to launch flights back in 2014.
It says it will still go ahead with its planned maiden flight on December 17, a launch date it announced earlier this year.
It plans to take delivery of two leased Airbus A320 jets in the fall in partnership with SmartLynx Airlines SIA.
Ahead of the planned launch it has rolled out a new brand identity.
It comes with a ‘cheeky, rebellious identity’ which also takes a swipe at Canada’s big two airlines.
It will differentiate itself from ‘the expensive goliath incumbents in Canada,’ it said.
"Flying will still suck. There’s not much anyone can do about man-spreading seatmates, or tiny toilet stalls. But it will suck less when you pay less," it claims.
"Our new brand promise and design reflect our core philosophy of pushing back against the status quo and giving Canadian travelers a brand that empowers them," said CEO Javier Suarez.
Its enthusiasm is unsurprisingly not shared by Canada’s two recently established low cost airlines.
Executives from Flair Airlines and Swoop are still sceptical about its chances of ever getting off the ground.
I question very much whether they will ever get in the air," David Tait, executive chairman of Flair Airlines, told Business in Vancouver.
Canada Jetlines’ long term plans are to operate flights across Canada and then expand internationally to the US, Mexico and the Caribbean.
