Garuda Indonesia
Garuda Indonesia was the official sponsor of the 2011 SEA Games and is currently the official airline partner of Liverpool FC. The airline received its IATA Operational Safety Audit in 2008 and 2010. In 2012, the airline officially spun-off its Citilink low-cost operations.
Garuda Indonesia had its beginnings in the Indonesian war of independence against the Dutch in the late 1940s, when Garuda flew special transports with a Douglas DC-3. 28 January 1949 is generally recognized as the airline's founding date, at which time the airline was known as "Garuda Indonesian Airways." The 1st aircraft was a DC-3 known as Seulawah and was purchased for a sum of 120,000 Malayan dollars, which was provided by the people of Aceh (notably local merchants). During the revolution, the airline supported Indonesian interests, such as carrying Indonesian leaders for diplomatic missions. Now, a chartered Garuda Indonesia Airbus A330-300 is used by the President of Indonesia for presidential travels.
The Burmese government helped the airline significantly during its beginnings. The country's national airline, Union of Burma Airways, often chartered this DC-3 for its own flights. Accordingly, upon Garuda's formal joint incorporation with KLM on 31 March 1950, the airline presented the Burmese government with a DC-3. By 1953, the airline had 46 aircraft, although by 1955 its Catalina fleet had been retired. Fourteen De Havilland Heron aircraft were acquired to serve shorter range routes. In June 1956, Garuda made its 1st Hajj flight, operated with a Convair 340 carrying 40 Indonesians, to the city of Mecca.
The name "Garuda" was derived from a Dutch poem written by a renowned Javanese scholar and poet Raden Mas Noto Soeroto; "Ik ben Garuda, Vishnoe's vogel, die zijn vleugels uitslaat hoog boven uw eilanden" which means "I'm Garuda, Vishnu's Bird, spreads its wings high above the Islands". In Hindu mythology, Garuda is the name of Lord Vishnu's mount.
The line was mentioned by Sukarno during the Dutch-Indonesian Round Table Conference at The Hague, from 23 August to 2 November 1949.
The 1960s were times of growth for the airline; the fleet in 1960 included eight Convair 240s, eight Convair 340s and eight Convair 440s. In 1961 and late 1965, three Convair 990 jet aircraft were introduced along with three Lockheed L-188 Electras, and a route was opened to Kai Tak International Airport in Hong Kong. After concentrating on domestic and regional services, the 1st flights to Europe were added on 28 September 1963, to Amsterdam and Frankfurt. In 1965, flights to Europe were expanded to include Rome and Paris via Bombay and Cairo, with the exclusive use of Convair 990 aircraft. That year, flights to People's Republic of China started, with Garuda flying to Canton via Phnom Penh. Also in 1965, the jet age arrived for Garuda, with a Douglas DC-8 that flew to Amsterdam's Schiphol Airport via Colombo, Bombay, Rome and Prague.
In early 1970s, Garuda Indonesia introduced McDonnell Douglas DC-9 and Fokker F28 jets, and at one point Garuda owned 62 Fokker jets, making Garuda the world's largest operator of F28s at that time. In 1973, the carrier introduced the Douglas DC-10; it later introduced the Boeing 747-200, in 1980, and Airbus A300-B4 on 21 June 1982. Garuda was the launch customer for Airbus A300 with two-man crew cockpit. By 1984, nine of these were in service, supplemented by 8 Douglas DC-10s, 24 Douglas DC-9s, 45 Fokker F-28s, and 6 Boeing 747-200s. In 1985 under Reyn Altin Johannes Lumenta Garuda created a controversy by hiring foreign brand consultants Landor Associates to create a new logo and colour scheme for Garuda Indonesia, a project that cost the company millions of US dollars. This move was later on applauded as vital for the reputation and corporate identity of Garuda Indonesia as the national airline. Lumenta also increased flights frequency and destinations, reduced ticket prices and collaborated with Merpati, introducing flexible tickets valid for both Indonesian airlines. During the 1970s the airline had its headquarters in Jakarta.
In 1991, Garuda purchased 9 McDonnell-Douglas MD-11s; it later introduced Boeing 747-400 in 1994, and Airbus A330-300, in 1996. But during this time, Garuda suffered two major accidents. The 1st of these happened in Japan in the summer of 1996; the 2nd happened in 1997 when an Airbus A300 crashed near Medan, North Sumatra, killing everyone aboard in what remains Indonesia's worst aviation disaster. The 1997 Asian financial crisis hit Indonesia and Garuda hard, resulting in severe cutbacks on unprofitable routes. Despite once having a comprehensive worldwide route network, Garuda currently suspends services to United States, despite once flown to Honolulu and continues to Los Angeles. Largely due to historical links with the Netherlands, Garuda continued to operate flights to Amsterdam and Frankfurt after the initial cutbacks, although these flights were also discontinued from 28 October 2004. The situation was exacerbated by the 11 September 2001 terrorist attacks in the U.S., the Bali bombings, the 2004 Indian Ocean earthquake and tsunami, and the SARS scare, all of which contributed to a downturn in air travel and Indonesian tourism. However, by 2005, the airline had largely recovered from its economic problems.
In 2001, Garuda established a low-cost subsidiary, Citilink, to provide shuttle services between Indonesian cities. The carrier stated operations with five ex-Garuda Indonesia Fokker F28s.
There was speculation that Garuda would expand its route map again before the end of the decade, possibly after the scheduled completion of the new Medan airport, Kuala Namu International Airport, in 2009. However, completing the new airport has been delayed until 2012. This could include routes to major European hubs such as Paris, London, and Frankfurt, pending clearance by the European Union.
In June 2007, the EU banned Garuda Indonesia, along with all other Indonesian airlines, from flying into any European countries, following the crash of a Boeing 737-400 earlier that year. With the support of the international aviation industry for all Indonesian airlines, the EU promised to review its ban and sent a team of experts, led by the European Commission's Air Safety Administrator Federico Grandini to Indonesia to consider lifting the ban. In August 2007, the transportation minister of Indonesia announced that the EU would lift its ban hopefully somewhere in October, stating that the ban was attributed to communication breakdown between the two parties and that discussion was in progress. In November 2007, Garuda announced its intention to fly to Amsterdam from Jakarta and Denpasar on the condition that the European Union lifted the ban on the airline. Airbus A330s and Boeing 777 were aircraft that were suggested as being suitable for use on these revitalised routes. On 28 November 2007, the EU refused to lift its ban on Garuda flying to all European countries. It announced the safety reforms already undertaken were a step in the right direction for the EU to consider lifting the ban, but still didn't satisfy the EU's aviation safety standards. The ban was lifted in July 2009. In the wake of the ban being lifted, Garuda plans to start services to Amsterdam and is considering other European destinations in the near future. Management is also considering servicing the US where it currently has no services.
In July 2007, the Deputy of Marketing, Ministry of Culture and Tourism of Indonesia announced that Garuda Indonesia had plans to start service to India, although the date had not been determined.
In July 2009, following a 3rd mission led again by Federico Grandini, the European Commission lifted Garuda Indonesia's ban from flying into Europe. This was followed by three other airlines.
Following the lifting of the EU ban against Garuda Indonesia and three other Indonesian carriers, the airline announced in July 2009 an aggressive five-year expansion plan known as the Quantum Leap. The plan involved an image overhaul, including changing the airline's livery, staff uniform and logo. Within a five-year period, its fleet would double from 62 to 116 aircraft. The Quantum Leap also plans to boost passenger annual numbers to 27.6 million in the same period, up from 10.1 million at the time of program launch through increasing domestic and international destinations from 41 to 62. Route expansions included Amsterdam, with a stopover in Dubai, in 2010. A non-stop flight using Boeing 777-300ERs is planned for 2013. Other routes to world hubs such as London, Frankfurt, Paris, Rome, Madrid and Los Angeles are being considered for reopening.
In 2009, Garuda adopted a new logo and aircraft colour scheme, replacing designs that had been in use for over 20 years. New uniforms were introduced in 2010.
At the 2010 Farnborough Airshow, Garuda announced an order for another six A330-200 airliners. According to Garuda Indonesia’s Technical Director, Garuda Indonesia planned to buy nine Boeing 737-800s and two Airbus 330-200s in 2011.
With aims to improve flight capacity and frequency to eastern Indonesia, Garuda Indonesia opened a 3rd hub located at the Sultan Hasanuddin International Airport, Makassar, South Sulawesi from 1 June 2011. The company's 1st two hubs are Soekarno-Hatta International Airport, and Ngurah Rai International Airport (Denpasar, Bali).
Garuda Indonesia is increasing the flight frequency of its domestic and international routes. Of the international routes, Garuda is increasing its frequency of Jakarta-Singapore to 8 times daily with a Boeing 737-800, Jakarta-Bangkok to 3 times daily with a Boeing 737-800, Jakarta-Hong Kong to 2 times daily with an A330-200 and a Boeing 737-800, Jakarta-Beijing to 5 times weekly with an Airbus A330-300 and an A330-200, Jakarta-Shanghai to 5 times weekly with an A330-200 and an Airbus A330-300, and Denpasar-Seoul to 5 times weekly with a Boeing 747-400 and an A330-300. The airline resumed service to Taipei from Jakarta on 25 May 2012.
The Airline made its debut on the Indonesia Stock Exchange in February 2011, with the government of Indonesian retaining a majority of the shares. PT Trans Airways bought 10.9 percent stake of Garuda Indonesia unsold IPO shares from underwriters in 27 April 2012. The transaction was valued at Rp 1.53 trillion.
Since its establishment, Garuda Indonesia has changed its branding and livery a few times. During the early years, Garuda introduced a red and white colour scheme in accordance to the Indonesian national identity and the Indonesian flag. In the 1950s, "Garuda Indonesian Airways" introduced a bird logo: a triangle stylized eagle-like Garuda with red and white shield. The logo was painted on the vertical stabilizer of Garuda's fleet from the year 1960 to 1969. In the 1970s, a logotype with a unique font replaced the triangular eagle as Garuda's corporate identity, along with a new colour scheme consisting of a red and orange "hockey stick" line running along the aircraft's windows and vertical stabilizer.
In the year 1985, Garuda undergoes a complete branding makeover, changing its name into "Garuda Indonesia" along with its colour scheme, logo and logotype. The new branding and livery was created by Landor Associates who also created the new iconic bird logo: the Garuda symbol with five bended lines forming its wings. The colour scheme was changed completely to a deep royal blue and aqua color, said to be inspired by the nature of Indonesia that was dominated by tropical greenery and seas when viewed from the air. The nationalistic red and white colour scheme was no longer used.
In 2009, a new branding initiative was launched through a new image, developed once again by brand consultant Landor Associates, a new spin of the idea called "nature's wing". Garuda has since replaced the old logo painted on its fleet vertical stabilizer with this new "nature's wing" graphic of blue and aqua shades. The "nature's wing" graphic was inspired by the wings of tropical birds as well as the ripples of waves upon the water. The iconic bird symbol designed by Landor 24 years earlier is still maintained as Garuda Indonesia's logo, however the logotype is changed completely. The new look is expected to be able to "Capture the Spirit of Friendliness and Professionalism of Indonesia".
To celebrate its 62 years of service on 26 January 2011, Garuda Indonesia painted 2 its Boeing 737-800 aircraft with the retro liveries the airline used in the 1960s and 1970s.
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