Rumour has it that Malaysia Airlines CEO and managing director Christoph Mueller is quitting the airline before the end of 2016.
If this is true it’s a major blow for the carrier that announced its first monthly profit in years in February 2016. Although it won’t come as a surprise to many who spotted tension between Mueller and Khazanah late last year when he announced the new Malaysia Airlines brand would be launched in December 2015.
The CEO was quoted as saying, “The entire brand needs a ‘refresh’ and will be like a start up with a new culture, values and ideas” However, the brand continued in the same livery with little change to the product or values and ideas. Well little positive change anyway.
And then in January 2016, Khazanah Nasional Chairman Tan Sri Azman Mokhtar said “undertaking a rebranding exercise without having a strong foundation would create a vacuum in the carrier.” This comment can’t have gone down well with Mueller.
Most recently Malaysia Airlines has been slated in social media because it has stopped serving alcohol on regional flights of less than 3 hours.
This comes at a time when the Malaysia brand is struggling to overcome numerous negative issues and is a massive setback for the carriers reputation and that of the country.