Silverjet Plc is a very competitive premier transatlantic carrier struggling to survive in an inhospitable market of soaring operational costs and decreased revenues. The troubled business-class airline, flying business class London to New York, is in takeover negotiations. Although Silverjet shares tumbled big time, its rivals like MAXjet Airways Inc. had it worse filing for bankruptcy while Oasis Hong Kong Airlines Ltd. ceased operating all due to rising oil costs.
Silverjet offers premium seats at almost half the price of British Airways Plc. and analysts though optimistic about the future, still consider it a risky and vicious industry demanding for pragmatic and long-term plans if Silverjet is to continue competing. The carrier’s strength is its solid product; it is well-designed and commercialised in order to stand good chances against giants like British Airways. Silverjet is determined to make a difference in the market with personalised and passenger-oriented service including pleasant onboard women-only toilets, private terminals and meals designed by restaurant Le Caprice, London.
Silverjet has realistic objectives to return to a profitable bottom-line as quickly as possible in a brutal market and March’s numbers showed finally some financial sunshine as passenger total rose 23 percent to a record 10,885. Even the analysts seem to be optimistic when forecasting believing there's a significant difference in where the share price is at now and how high it could actually go.
Silverjet began flying between London Luton and New York Newark airports last January competing with MAXjet, Eos flying from London Stansted to New York John F. Kennedy, and L'Avion, connecting Paris and Newark. And boy, they appear determined to stay around for quite a while. Last November they rushed to include a Dubai link to their services on the same day they got their hands around the sparkling-new Boeing Co. 767 aircraft. The airline is still expecting another two planes and keeps everyone on their toes for the future.
Coherent projects like Silverjet tend to shape up industries, providing very focused but well-designed products to travellers who choose to think out of the box when it comes to corporate flying. It seems an almost unfair David and Goliath story here, as David-like Silverjet is actually offering a more competitive package in terms of luxury and value for money for a fraction of British Airways prices.
Isn't it to our benefit as consumers for such companies to stay in business?