You really couldn't believe it: ITA Airways secured the trademark rights for Alitalia for 90 million euros in a cloak-and-dagger operation and only so that nobody else gets the brand? That could change soon, because Alfredo Altavilla wants to keep the brand alive.

The daily Corriere della Serra reports, citing a hearing of the Parliamentary Transport Commission, that ITA Airways is planning to take off shortly – at least in part – as Alitalia. That wouldn't be a big change, because the vast majority of the machines still wear the livery of the predecessor and almost all employees have not yet received new uniforms.

It is still unclear what exactly will be done. It was promised that only part of the offer would be marketed as Alitalia. The domestic and short-haul flights were mentioned. At the same time, however, it is ruled out that the traditional brand should be used as a kind of low-cost airline. Corresponding resolutions are to be passed by the Board of Directors on January 31, 2022.

It cannot be ruled out that at the end of this process, ITA Airways could once again present itself externally as Alitalia. Given the manageable size, a two-brand strategy wouldn't make any sense at all. Meanwhile, local media reports that Lufthansa is about to get involved and could take over up to 40 percent of the share capital.