History
Swiss was formed after the 2002 bankruptcy of Swissair, Switzerland's former flag carrier. Cross air had 40% of its income come from the defunct Swissair. The new airline's losses totaled $1.6 billion from start up until 2005. Swissair's biggest creditors, Credit Suisse and UBS, sold part of Swissair's assets to Cross air, the regional counterpart to the transatlantic Swissair. At the time, both Swissair and Cross air were under the same holding company, called Air Group. Cross air later changed its name to Swiss, and the new national airline started its operations officially on 31 March 2002. The airline was first owned by institutional investors (61.3%), the Swiss Confederation (20.3%), cantons and communities (12.2%) and others (6.2%). Swiss also owns subsidiary companies Swiss Sun (100%) and Cross air Europe (99.9%). It has a total of 7,383 employees. According to Marcel Bieder mann, the managing director intercontinental markets for Swiss, there were three possibilities: stay independent as a niche carrier, shrink to an unrecognisable level, or attach onto another airline group. The last choice was taken. Swiss talked to Air France-KLM, British Airways, and Lufthansa. However, Swiss was tied up with debt and an uncertain future, and seemed to be an unattractive investment. After merging with KLM, Air France said they were too busy to deal with Swiss joining them. British Airways was open, and Oneworld partners thought Zurich Airport would be a viable alternative hub for London Heathrow. After almost a year of disputes, Swiss was finally accepted into the One world airline alliance, after having been blocked by British Airways, which competes with Swiss on many long-haul routes. On 3 June 2004, Swiss announced its decision not to join Oneworld because they did not want to integrate their current frequent flyer program into British Airways' Executive Club. Furthermore, Swiss thought the relationship was one sided, where British Airways sapped out the benefits of the airline, but they would get no return.