At the Farnborough Air Show, the Japanese Feel Air Holding signed a letter of intent to purchase 36 ATR42 and ATR72 aircraft. It is planned to launch in 2004 under the Feel Air East brand.

The tentative order also includes the stol-capable ATR42-600S sample. One wants to open up new routes within Japan with the turboprop aircraft. The order for the special variant of the ATR42 indicates that smaller airports with short runways are also being considered.

"In the coming years, Feel Air Holdings will establish at least five regional airlines, which will ultimately have 36 ATR aircraft in their fleet," said Hideki Ide, Feel Air Holdings' chief executive officer, in a statement. “Our fundamental goal is to improve regional air mobility in Japan by connecting local destinations that are currently not served, thereby creating a stronger connection between regional businesses and people, opening up new markets and enriching the local economy. ATR aircraft play an essential role in our business strategy as they are ideally sized for such regional operations and demonstrate exceptional operational efficiencies.”