Jump to content

- - - - -

1994 MD-90


1994 MD-90

Airmerican Star's growth into the late 80s and 90s continued although its pace slowed. More than opening new routes, management focused on replacing heritage DC-9 variants with new MD series aircraft (mostly the 80, 81, 90, and 87). These fuel efficient jets allowed for more competitive prices with the true low costs carriers. Further, as the 90s dawned, management changed as Oswalt sold the controlling portion of the company to a private holding company, American Heritage Investment Group (AHIG). AHIG was new to the aviation sector but had extensive experience in the hospitality sector. AHIG saw the Airmerican Star brand as one that could be substantially more successful with a different business model. Despite Oswalt and previous management's best efforts, the public did not consider the brand to be cool. Generally, the airline had a weird name and flew point to point services to podunk cities and towns still mostly in the South. AHIG believed that no amount of money or fancy liveries or promotional material could truly change that perception and so trying to be the cool alternative carrier was never going to be a completely successful path for the carrier. Their vision was to transition Airmerican Star into a true low cost offering slashing onboard service and fares. They were careful to make this transition slowly and carefully but step by step throughout the decade, the airline lowered costs. One major cost and contributor to the brand's somewhat confusing identity was the extravagant livery which was replaced by a very simple slick livery in 1994. The new livery better reflecting the changing role of the airline in the market and would take the airline through the end of the millenium



    I do really like this brand!

    I do really like this brand!

    Thank you! I'm sorry to report that the next livery will be quite different.