The original plan of the Italian government was that the Alitalia successor Ita should simply fly under the traditional brand. This is exactly how it has been done several times in the past. The EU Commission wants the fire to go under the hammer. That is now being initiated.

The Alitalia brand is due to be auctioned shortly. The knockdown will go to the highest bidder. In theory, anyone who can demonstrate the security of bidders required at auctions can participate in the bid. It is certain that ITA will bid.

However, it remains to be seen whether the state start-up will be accepted. In theory, a competitor could strike and then legally launch a “new Alitalia”. Alternatively, the price could simply be driven up. It therefore remains to be seen who will place the highest bid for the Alitalia brand.