Air France Plans to Retire ‘Joon’ Brand

Air France has announced the integration of its Joon subsidiary into its main fleet, signalling the end of a brand which new chief executive Benjamin Smith described as “difficult to understand”.

Joon was launched in 2017 and marketed as a “millennial” carrier aimed at attracting a younger generation of passengers. At the time, Air France insisted Joon was not a low-cost airline and was instead focused on becoming “a lifestyle brand and a state of mind”.

The airline said in a statement: “After much discussion with employees and customers alike, and in consultation with the unions, Air France has decided to launch a project studying the future of the Joon brand and the integration of Joon employees and aircraft into Air France.

Smith said of Joon: “The brand was difficult to understand from the outset for customers, for employees, for markets and for investors.”

He added: “The plurality of brands in the marketplace has created complexity and weakened the power Of the Air France brand.”

Integration would bring “many benefits”, said Smith as he confirmed: “All Joon flights currently sold or for sale would be operated by Joon until the project is completed and then taken over by Air France.”

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