Virgin Blue shows off their new Embraer

Virgin Blue Brett Godfrey made what is probably the bravest move in the new world airline’s history yesterday, by revealing to the media a fundamental change in what was a core principle of the Virgin Blue’s operation, namely moving away from the one aircraft type fleet.

Since its inception, Virgin Blue has operated solely on Boeing 737’s but at Sydney Airport yesterday the Aussie media and industry leaders gathered to experience the Brazilian built Embraer E-Jet, [pictured above] which Virgin Blue will introduce on routes, yet to be revealed.

Joined by Bruce Peddle of Embraer [pictured left with Brett, Brazilian Dancers and members of the Virgin Blue team]. who said that as a result of Virgin Blue’s order Embraer E-Jets would be operating in all continents of the world, Brett said that the airline would be receiving one aircraft now, two later in 2007 and then about one a month from then on until the order was fulfilled.

Although Brett refused to be drawn on which routes the very economical and technologically advanced Brazilian built Embraer fleet will operate, it is clear that they will be operating on what are called thinner routes, that is those which offer less profit and yield and are expensive on which to operate a 737. 

The Mole asked if the aircraft would be deployed on the potentially highly profitable, but not for a 737, Canberra Sydney route, but Brett would not comment.  Both rex and Virgin Blue have pulled doff this route leaving it to Qantas, who operate a mix of turbo prop and 737’s on the route, with the smaller version of the Embraer considered ideal for this route.  [Bruce and Brett seal the deal!]

Brett would also not be drawn when questioned if the Embraer would be deployed on some of Qantas’ most profitable regional routes including potentially for example, Port Macquarie, Coffs Harbour and some regional capitals.

Brett did reveal that the Embraer will take over from the 737 on some existing network routes and that it may well slot in on some new routes, but he said, “In effect this aircraft can operate anywhere, which the 737 cannot”,  adding, “These aircraft can do anything the 737 can do, but can do it much cheaper on many routes”

He added that his feet were firmly planted in the cost side of the business and this aircraft gave Virgin Blue the ability to have costs that were manageable on a wide range of routes.

pictured left: the Embraer’s spacious high tech interior in a configuration similar to Virgin Blue]

Bruce said that Virgin Blue, as a new age carrier, was about to change the face of travel in Australia and when asked if Qantas had looked at the aircraft, as it was know that the aircraft was here on a demo visit for that to happen and for Virgin Blue to see the aircraft some time ago, both he and Brett confirmed that Qantas had looked at the Embraer, but Brett quickly added, “They can’t have it though!”, suggesting that Virgin Blue may have some type of be exclusive deal in this market.

Special report by The Mole from Virgin Blue’s new Embraer aircraft, somewhere over New South Wales