Wed Sep 25 07:37:21 UTC 2024: ## Etihad Airways to Undergo Major “Brand Refresh” with Potential Livery Change
**Abu Dhabi, UAE** – Etihad Airways, known for its striking aircraft livery, is preparing for a significant “brand refresh” that will bring a more modern look and reflect the airline’s ambitions and the UAE’s evolving image.
The airline’s iconic “Facets of Abu Dhabi” livery, inspired by desert landscapes and sunsets, has been in place since 2014. However, Etihad’s Chief Commercial Officer, Arik De, hinted at a potential livery change in an interview with aviation magazine Skift.
This revamp comes as Etihad embarks on a new growth phase, led by CEO Antonoaldo Neves. The airline plans to invest $7 billion over the next six years to refurbish older aircraft and add ten new routes, including nine entirely new destinations and the resumption of a previously cut route.
The new livery could first be unveiled on Etihad’s upcoming Airbus A321LR jets, expected to be delivered starting in 2025. These aircraft will allow Etihad to open new routes that are not suitable for widebody aircraft but were previously out of reach for their older single-aisle fleet.
The brand refresh is expected to be announced in November, coinciding with the airline’s route expansion announcement. While the exact scope of the “brand refresh” remains unclear, it is likely to include more than just a new livery and will encompass a wider brand image.
Etihad’s shift towards a more modern brand reflects its commitment to growth and its ambition to stay competitive in a rapidly evolving aviation landscape.
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