Delta Air Lines, moving aggressively to woo cost-conscious customers, on Wednesday unveiled a new low-fare airline named “Song” that will fly some of the same routes as low-budget rival JetBlue Airways Corp. and offer many of the features JetBlue made popular.
Delta’s new offshoot, which will offer one-way fares ranging from $79 to $299, will operate flights between the Northeastern U.S. and Florida starting in April.
Delta hopes Song will lure travelers looking for cheaper tickets and trendier service away from low-cost airlines, which have siphoned off Delta passengers in the growing market.
Major U.S. carriers are struggling to win customers back from lower-fare, profitable airlines like Southwest Airlines , JetBlue and, particularly in Delta’s southern U.S. markets, AirTran Holdings Inc.
Delta, the No. 3 U.S. air carrier, has especially targeted famously loyal JetBlue customers with its new venture. Song, headquartered in Atlanta, will run along some of the same New York-to-Florida routes as New York-based JetBlue, offering the in-flight live satellite television pioneered by JetBlue. -
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