Imagine a gleaming Boeing 777, freshly painted. And of course it doesn’t have the sleek, futuristic lines of today’s airlines. Instead, it is swaddled in an equally familiar layer of green and white, a reminder of a different age. Saudia's decision to resurrect its pre-2000s livery is more than just a fresh coat of paint. It's a statement. Is it a shrewd branding stroke of genius, or a panicky last grab at an identity that’s evaporating by the day?
Heritage Or Just Hype?
The previous livery was one big ugly line of bright green. It’s hard to miss at 30,000 feet, instantly recognizable due to the iconic crossed swords and palm tree on the tail. Rather, it talks about a time gone by, maybe a golden age. This was all before the Kingdom kicked off its own, now much-publicized, ambitious economic diversification plan, Vision 2030. That’s a good question to be asking. The point is, does slapping a retro design onto a plane really honour its history, or is that simply a visual cheat—a glorified postcard of the past?
Think about it: we see this sort of thing all the time. From the boom in secondhand clothing to the return of vinyl records, there’s a strong wave of nostalgia behind all this. Nostalgia can be a dangerous drug. Nostalgia can blind us to the challenges of today and even whitewash some of the painful realities of our history.
We, the Irish, should know something about holding onto cultural identity in the face of rapid globalization. We hold on to our words, our songs, our stories, sometimes despite all odds and at great personal cost. Yet at the same time we understand that genuine cultural preservation is deeper than cosmetic appearances. It’s that question of really living the culture, really appreciating its contrasts, complexities and constantly reinterpreting it for a new generation.
Riyadh Air And Identity Crisis?
Let's be blunt. The elephant in the cabin is Riyadh Air. The entry of a second flag carrier is a further game-changer. It's created a competitive landscape where Saudia suddenly needs to prove its worth, to justify its position as the true representative of the Kingdom in the skies.
Airlines like to use special liveries to represent and celebrate a change, a merger, or an entirely new direction. Just look at British Airways’ efforts to go contrarian as they modernize, or the artistic special liveries airlines trot out to celebrate anniversaries. In Saudia’s case, the shift seems more focused on defensiveness than advancement. A visual assertion of dominance, a signal to passengers (and perhaps to the Saudi government) that Saudia is still the one to beat.
Is Saudia feeling the heat? You bet. Especially with Riyadh Air’s ambition and shiny, new fleet on the way, Saudia will have to continue showing people who was here first. To repaint their fleet of 167 aircraft will be exorbitantly expensive. Narrowbody aircraft take just under $50,000 a piece, while widebody Boeing 777s go up to $200,000. This is a very ambitious approach, so it really has to deliver.
Beyond The Paint Job: Real Change Needed?
Here's the uncomfortable question: does this livery change actually address any of the real challenges Saudia faces? Does it improve customer service? Does it enhance the passenger experience? Does it tackle issues of sustainability? Is it improving the workplace and working conditions of its own employees?
Or is this just a band-aid approach, a red herring diverting attention from more insidious, systemic issues?
When I see an order to repaint, I can’t help but think about the money being flushed down the drain that could’ve gone to some other creative alternative. Enhanced training programs, technological upgrades, or just making the in-flight meals better. All of these would result in a deeply positive impact on the passenger journey, and by extension, on Saudia’s image.
The new flight attendants’ uniforms featuring a jubilant color palette of purple, beige, gold and royal blue with striking Arabesque patterns. They’re significant and they enhance the flourish, do these changes really extend past window dressing?
Ultimately, Saudia's retro livery is a gamble. We think this new idea might be a genius move. It’s both a smart homage to the Kingdom’s rich heritage and a testament to ingenuity that helps differentiate it in a wildly competitive marketplace. Or it might simply be a pathetic reach for relevance, a shallow ploy to cover more troubling shortcomings. Only time will tell what will emerge from this nostalgic flight plan. Will it fly high, or will Saudia merely continue to circle the tarmac? I’d be lying if I didn’t admit to wondering, what is Saudia going to actually be in ten years.
