The future of SAA: What will South Africa’s new airline be called?

Views expressed in this article are not necessarily those of The South African

Much has been written on the demise of South Africa’s state-owned airline, which has been in existence for an impressive 86 years, from 1934. Since its heyday post-1994 as the most prestigious carrier in Africa with the largest market share, fortunes have waxed and waned at SAA, to the point where its brand has become damaged.

In such cases, whether or not the marketing theory is sound, a re-brand would be an option. In the case of government wanting to rescue the airline and keep a South African brand flying, it probably would not make sense to close down SAA and then simply re-open it as “the New SAA.”

In light of both of these facts, a new airline would probably carry a new name, in much the same way Swissair was re-branded as Swiss International.

Here are six possible names for the new airline – if one emerges from the ashes of SAA.

Names for ‘the New SAA’

South African Airlines

This would be the easiest rename, with a simple move from “airways” to “airlines.” It might not be enough, and most South Africans would battle initially to get used to “lines” instead of “ways.”

Air South Africa

Arguably, this is the most likely name. It explains where the carrier is from, and it has a certain neatness about the “ASA” designation. SAA could probably then also retain its IATA airline code of “SA,” meaning that flights would still be called SA201 to New York, for example.

Ndiza Airlines

Ndiza is of course the Zulu word for fly, with ndizamshini being the Zulu word for aeroplane. SAA once branded one of its planes as Ndizani, so this could be a strong contender. However, airlines tend to steer away from names that do not sound international enough, as a global reputation must enjoy pride of place in any world-focused brand.

Mzansi Airways

Mzansi, the popular colloquial word for South Africa, would probably curry favour with locals, but again, would it be too local to be international? Perhaps it would qualify as the new name for Mango.

Air Antipodes

The Antipodes has always referred to Australia and New Zealand, being in an antipodean position to the UK and the Northern Hemisphere. Technically, any place in the Southern Hemisphere could qualify as antipodean to the Northern Hemisphere, much like “austral” means anywhere south. But there was already an Air Austral, and as for Air Antipodes, the Aussies might not be too happy!

Southern Air

It also has a certain ring to it, though it is a little anaemic. However, there is already a Southern Air cargo airline. It’s also too close for branding comfort to Southern Airways, which is a small American airline, and China Southern Air, one of China’s larger airlines.

Of course, the even bigger question is: where will government find the money for the design of a new aircraft livery? After all, a new airline must have a new corporate identity, n’est pas?

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