Disaster-Struck Malaysia Airlines Contemplating On Rebranding

Additional private investment for the airline could come from rival aviation groups, it quoted sources as saying.

The review process is being led by the Malaysian government.

Airline's commercial director Hugh Dunleavy, writing in Sunday Telegraph, insists that despite the "tragic loss" of both aircraft, the airline would eventually "emerge stronger".

A woman writes a message of hope for the passengers of Malaysia Airlines' Flight MH370 that disappeared earlier this year.

"Our majority shareholder, the Malaysian government, has already started a process of assessing the future shape of our business and that process will now be speeded up as a result of MH17," Dunleavy wrote. "There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines," he said.

Those options are said to include renaming and rebranding the airline, which carries 50,000 passengers a day and employs 20,000 staff, the report said.

A piece of the wreckage of Malaysia Airlines Flight MH17 that was shot down over eastern Ukraine.

Although the airline raised 9.9 billion Malaysian ringgit (1.8 billion pounds) in 2013, and is said by industry analysts to be well-funded, it is thought external investment could help to return confidence to Malaysia following the recent tragedies.

"Airlines such as ours should be left to focus on the quality of our product in the air, not on the air corridor we fly in, which should be guaranteed as safe passage," Dunleavy said.

(With Agency Inputs)

Also Read:
Malaysia Airlines MH17 Crash: U.S. Calls For Credible And Unimpeded Probe