This is not just hometown boosterism: We really do like Frontier Airlines.
From the tiny TVs in the headrests to the quirky commercials with talking tail-fin animals, Denver-based Frontier Airlines has given the market a quality, low-cost airline that’s almost a pleasure to fly.
We’d rather not see the company up for grabs at all, but since Frontier declared bankruptcy in April 2008, it’s been obvious it would need some help navigating these turbulent economic times.
This past week we learned that Southwest Airlines, another low-cost flier at Denver International Airport, joined the competition for Frontier. The Dallas-based airlines offered a non-binding bid of $113.6 million, up from the $108.7 million offered in June by Indianapolis-based Republic Airways.
The move could set up a bidding war for Frontier. If Southwest acquired Frontier, it would combine the No. 2 and 3 carriers at Denver International Airport, and would help Southwest compete with United Airlines, the No. 1 airline at DIA.
We hope the winning suitor keeps Frontier flying as a separate operation, and continues to use the Airbus fleet that Frontier now operates.
Southwest, however, said it would initially operate Frontier as a stand- alone carrier, but then absorb it and sell off its aircraft.
Republic says it would preserve the Frontier brand.
A story Friday in The Wall Street Journal raised the question of whether Southwest could continue to keep fares low: “An acquisition, however, would raise questions about Southwest’s ability to stick to its low-cost business model. Southwest operates an extensive point to point network while Frontier runs a hub and spoke system.”
Even though we like the Frontier brand and its association with Colorado, if Southwest or Republic can move in and keep fares low, a takeover ultimately could be good for Colorado travelers.
Even Larry the Lynx knows that.
