Luxury Startup Buys 40 Jets

Primaris Airlines, the all-luxury start-up based in Las Vegas, contracted with Boeing for 40 jets to be delivered until 2007. This order includes the Boeing 7E7 so-called Dreamliner, its newest plane. The carrier hopes to launch all-business class service in the US in 2005 and internationally in 2006. While it’s hard to argue with all business class, this has been tried before (MGM Grand Air and Legend) with little success. Even once-successful Midwest Airlines (then Midwest Express) had to change its business class formula to jam more seats on its planes. I see no reason why, in today’s climate, this airline will succeed.

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