Germany’s Eurowings Discover to Undergo Rebranding

Eurowings Discover, the long-haul leisure specialist in the Lufthansa Group, is set to undergo a rebranding effort to address market confusion with its sister carrier, Eurowings. According to business daily Handelsblatt, the rebranding will involve a name change and a fresh livery design. Sources close to the airline revealed that the Eurowings suffix will be dropped, and the existing purple color scheme is likely to be replaced with a shade of blue, aligning it closer to Lufthansa’s core brand color.

A Lufthansa Group spokesperson confirmed the plans, stating, “The aim is to further sharpen the profile of Eurowings Discover as the Lufthansa Group’s Quality Leisure Airline in Germany and to position the airline clearly in the vacation and private travel segment. In this context, it was also decided to further develop the existing brand. We will inform you about further details in due course.”

The rebranding strategy aims to enhance Eurowings Discover’s positioning and return the airline to profitability, as reported by Handelsblatt. While the Lufthansa Group as a whole achieved a financial turnaround in 2022, with adjusted EBIT of EUR 1.5 billion (USD 1.6 billion), Eurowings Discover, along with Eurowings, reported losses in 2022. The goal is to revitalize the brand and ensure a successful financial performance in the future.