AirAsia rebrands as Capital A with a new core business strategy

airasia capital a marketing magazine asia

Capital A, yes that’s the new name of AirAsia Group. The group has rebranded itself in order to reflect their new key business strategy as an investment holding company with the portfolio that already consists of travel and lifestyle businesses, which have rapidly transformed the AirAsia brand into much more than just an airline company.

“This is not just about unveiling a new logo. It’s a significant milestone that marks a new era for the Group. Today’s announcement reinforces we are not just an airline anymore,” said Tony Fernandes, CEO of Capital A. According to Tony, the plan behind the rebranding is to roll out a new corporate identity that better reflects the Group’s core businesses today and its future undertakings, in tandem with the company’s transformation from an airline into a one-stop digital travel and lifestyle services group.

While the airline business will remain AirAsia, Tony said it has his intention since way before the pandemic, to leverage the strong data the company has developed over two decades and incorporated industry-leading new technologies to offer a broad range of products and services, apart from selling just airfares.

“The pandemic has allowed us to accelerate that strategy,” Tony added. “While Capital A will be the new Group holding company name, one thing that isn’t changing is the AirAsia brand name for our airlines. It’s one of the strongest brands in Asia and provides a solid platform for all of our other products and services to leverage from each other,” he said.

At present, the airasia Super App offers 16 different products and services, ranging from food and retail to eCommerce, ride hailing and same day delivery. With more than 50 million monthly unique users on the super app and their fintech business, BigPay, the group has also received US$100 million in funding from SK Group.

Fernandes also mentioned that the group has raised over RM2.5 billion to date through their fundraising strategies.

Capital A aims to connect over a billion people in ASEAN by the year 2026, with 10 million monthly active users for BigPay, and a 10% market share in Southeast Asia for Teleport. Along with that, Capital A also targets to achieve five million sign ups on AirAsia Academy and 21 million monthly orders on airasia grocer.

Image Source: Malaysia Gazette

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