Such an interesting comment the ‘underdog’ one, I’ve been contemplating my thoughts on this as I sometimes I feel the same but...
- VA were funded to begin with by a multi multi billionaire and access to capital at minimal cost
- They were gifted a domestic market by AN overnight didn’t have to do a thing
- They poached many of QF’s top execs and management including the 2Ic (which would prove a near fatal mistake later of course!)
- The government helped them out by immediately adding them to the BFOD like policies, pretty much all departments and divisions, ensuring they got a share of the gov $
- They had an ownership roster of enormous overseas airlines with very ‘loose’ government regulations in the owners home countries (tax and fuel related) meaning the parents were able to funnel cash into VA
- Their parent airlines gifted them automatically partnership and codeshares to help feed them without any real commercial negotiation that two seperate companies would have to go through
- Due to their financial structure (that QF by AU law is not allowed to replicate) they have much better access to capital and structure flexibility
- Not being the ‘national airline’ they skip under the radar when things go wrong and generally get mostly positive PR (eg the latest LAX 777 incident where they disrupted PAX for weeks, barely gets a mention in the media, QF does it for a couple of days, front page news)
So over the years they have had very very cheap access to mountains of cash, capital injections and automatic feeder partnerships with all their owner parents.
So although they have these huge advantages they have through poor strategy and leadership squandered it.
So yes the result in terms of current market share they are technically the underdog, but they wasted a lot to be in this position....