Northwest Airlines Saves with New Livery

Northwest Airlines today introduced its first new aircraft paint scheme since 1989 at its Minneapolis/St. Paul, Detroit and Memphis hubs. The new livery was presented on three different aircraft types, a Boeing 747-400, a Boeing 757-300 and an Airbus A319.

The new design will be phased into the entire Northwest fleet – a total of 436 aircraft – during its regularly scheduled repainting planned over the next five years. A total of 27 new jets delivered in 2003 and up to 50 aircraft currently owned by the airline will be painted in the new livery by the end of this year.

Northwest Airlines new livery

The paint scheme will save Northwest about 20 percent in future painting costs, based on several factors: fewer primary colors, simpler design and paint process, and greater durability. The airline made the decision to continue with the project during these difficult economic times because of the number of new jetliners being delivered this year, plus the need to repaint existing aircraft that are due for maintenance and repainting. Had Northwest delayed the new livery it would have forfeited any immediate cost savings.

The livery will allow Northwest to extend paint cycles for individual aircraft from five to six years. A clear coat paint finish makes the livery more durable and dark pigments, which fade faster, have been removed from the fuselage paint scheme. The application process will be five percent less expensive than that currently used. Fewer lines and stripes are involved, requiring less taping and masking. The fuselage paint has been reduced from four colors to one.

“This new livery design is part of our ongoing program of cost reduction in every area of the company,” said Doug Steenland, Northwest president. “It also symbolizes our belief that with our overall cost restructuring, Northwest will continue to be one of the preeminent airlines in the world.”

Northwest’s trademark “red tail,” a highly recognizable part of the airline’s visual heritage for decades, remains prominent. With the new livery, the initials “NWA” become more dominant than the spelled out “Northwest Airlines.”