After more than two decades operating under the Air France-KLM identity, the Franco--
Dutch aviation giant is reportedly preparing to adopt a new corporate name as it expands
across Europe. The move comes as the group pushes forward with plans to take a
controlling stake in Scandinavian carrier SAS and pursues a potential acquisition of TAP Air
Portugal.
Founded in 2004 following the merger of Air France and KLM, the group has grown into one
of Europe’s largest airline holdings. However, executives now believe the current name no
longer reflects the broader multi-airline structure the company is building.
According to reports, CEO Benjamin Smith is considering a more neutral identity that can
represent a wider portfolio of airlines without prioritizing Air France or KLM in the corporate
title. One working name currently circulating internally is “The Blue Group,” a reference to
the company’s Flying Blue loyalty program and the signature branding colors of its airlines.
The planned rebrand aligns with the group’s aggressive expansion strategy. Air France-KLM
already owns nearly 20% of SAS and is seeking to raise its stake to 60.5%, a deal expected to
be finalized after regulatory approval in 2026. Meanwhile, the company has also submitted
a non-binding offer to acquire a stake in TAP Air Portugal as Lisbon moves toward privatizing
the airline.
Despite the expected corporate name change, the individual airline brands are likely to
remain untouched. Air France, KLM, SAS, and potentially TAP Air Portugal would continue
operating under their established identities while benefiting from a shared group structure
and broader network integration.
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