On 15 October Ita, the company born from the ashes of Alitalia, formally began operations and presented the new livery. Despite having taken over the brand of the former flag carrier, the company has announced that it will not use it, replacing it with the new Ita Airways. According to many, this is a preparatory move in search of a buyer among the large European groups. If this is actually the case, it will be the best – albeit belated – outcome of a story that could and should have ended many years ago.
The obsession of Italian politics to keep alive a company that is too small to be big, and too expensive to be low cost, has drained the equivalent of 13 billion euros from the state coffers during its entire life, almost half of which in the last six years. Until the 1990s, the outlay was limited only because the market was protected and travelers had to pay monopoly fares to fly, which are – so to speak – the continuation of taxation by other means.
Precisely for this reason, it is really incomprehensible that so many, in newspapers and on social networks, have expressed discouragement or even condemnation for the choice not to revive the Alitalia logo. If anyone thought the group was trustworthy, they have had countless opportunities to invest their savings in it. But there is more: the attachment to the brand seems to ignore the fact that entire generations, the youngest, have rarely, if ever, set foot on an Alitalia aircraft. For them, the skies have the colors of business low cost which have literally changed the face of the market, making air travel no longer a luxury for the wealthy but a service accessible to all.
Nostalgia for the period in which “we had the best pilots in the world” is the simple and understandable nostalgia of each of us for our own youth, but it cannot represent a solid basis for a choice of policy. The only possible answer to those complaints is: ok, boomer.