{"id":13621,"date":"2026-05-11T14:03:08","date_gmt":"2026-05-11T14:03:08","guid":{"rendered":"https:\/\/www.europesays.com\/france\/13621\/"},"modified":"2026-05-11T14:03:08","modified_gmt":"2026-05-11T14:03:08","slug":"air-france-klm-may-rebrand-as-blue-group-with-sas","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/13621\/","title":{"rendered":"Air France-KLM may rebrand as \u201cBlue Group\u201d with SAS"},"content":{"rendered":"

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The parent company of Air France<\/a> and KLM<\/a> may soon drop the airline brands from its corporate identity as Scandinavian carrier SAS<\/a> moves closer to formally joining the group.<\/p>\n

According to a report from the Dutch outlet NL Times<\/a>, the airline holding company is considering changing its name from \u201cAir France-KLM Group\u201d as it expands beyond its two founding airlines. The move comes ahead of the expected completion of Air France-KLM\u2019s acquisition of a majority stake in Scandinavian Airlines (SAS) later this year.\u00a0<\/p>\n

Air France-KLM wants to follow the IAG model<\/p>\n

The report said internal discussions have already taken place among Air France-KLM senior management, with the current group name seen as too narrow for a growing multi-brand airline portfolio. A spokesperson quoted by NL Times said it was \u201ccompletely logical\u201d to discuss a new corporate identity as additional airlines join the business.\u00a0<\/p>\n

\"AirPhoto: Adrian Pingstone \/ Wikimedia Commons<\/p>\n

The individual airline brands of Air France, KLM and SAS would remain unchanged. The new name would apply to the wider holding company, similar to how International Airlines Group (IAG)<\/a> operates brands including British Airways, Iberia, Aer Lingus and Vueling under a separate corporate umbrella.<\/p>\n

\"KLMPhoto: milkovasa \/ stock.adobe.com<\/p>\n

Dutch newspaper De Telegraaf<\/a> reports that some executives and insiders in Paris have reportedly begun referring to the future holding company as \u201cthe Blue Group,\u201d as a possible working title for the new corporate identity.\u00a0<\/p>\n

\"SASPhoto: SAS<\/p>\n

The floated name would align with the strong blue branding historically associated with Air France, KLM and SAS, while also creating a more neutral umbrella identity that could accommodate additional airline subsidiaries in the future. However, Air France-KLM has stressed that it has yet to decide on a final name for the group.\u00a0<\/p>\n

SAS joins Air France-KLM Group<\/p>\n

In July 2025, Air France-KLM announced it would increase its stake in SAS from 19.9% to 60.5%, with SAS becoming a subsidiary, pending regulatory approval. The transaction is expected to close during the second half of 2026.\u00a0<\/p>\n

The deal is one of the biggest consolidation moves in European commercial aviation since Lufthansa Group acquired ITA Airways<\/a>. It follows SAS\u2019s exit from Chapter 11 bankruptcy<\/a> proceedings in 2024 and its switch from the Star Alliance to SkyTeam<\/a>, of which Air France-KLM is a founding member.\u00a0<\/p>\n

\"SASPhoto: Pavel1964 \/ stock.adobe.com<\/p>\n

Air France-KLM has described SAS as strategically important because of its strong Nordic market position<\/a> and growing long-haul operations at Copenhagen Airport.\u00a0<\/p>\n

The integration will extend to loyalty programs, scheduling, commercial partnerships and transatlantic joint ventures. In the announcement last July<\/a>, Air France-KLM Group said the acquisition would allow the companies to \u201cfully unlock their synergy potential.\u201d\u00a0<\/p>\n

Blue or not, more acquisitions could follow<\/p>\n

With the addition of a third airline, the group wants to transition from the two founding partners and toward a central identity poised for growth. The potential rebranding reflects Air France-KLM\u2019s ambitions to become a larger pan-European aviation group, like IAG and Lufthansa.<\/p>\n

\"TAPPhoto: alfonsosm | stock.adobe.com<\/p>\n

The company is also actively pursuing a stake in TAP Air Portugal<\/a>, which would not strictly fit the new \u201cblue brand\u201d but would advance the group\u2019s strategy in Europe.<\/p>\n

Featured Image: Capital Photos \/ KLM<\/p>\n

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