Jet card brand Marquis Jet has been retired by NetJets. It was acquired when it bought Marquis Jet Partners in 2010
The jet card world is losing another iconic brand. After Wheels Up dropped the Delta Private Jets brand in February, NetJets has retired the Marquis Jet brand. It had been using the mark for its jet cards.
Kenny Dichter and Wheels Up doled out less than $100 million in cash to build the second-largest private jet operator with a $2 billion valuation
When Wheels Up’s acquired 5th-biggest Part 135 charter operator Mountain Aviation in January, it pushed the group past Directional Aviation’s Flexjet as the second-largest for-hire private aircraft operator in the U.S. For Wheels Up founder and CEO Kenny Dichter, it was a day at the beach compared to another cold New York winter morning in early 2019. At that point, Wheels Up didn’t operate a single aircraft. Founded in 2013, its owned and leased fleet was outsourced to Gama Aviation Signature. Wheels Up was a big brand. Yet, it was merely a marketing organization selling memberships onto what was then mainly a fleet of King Air 350i turboprops.
Wheels Up ended 2020 with 10,995 active members and $690 million in revenues. It’s forecast to reach $912 million this year
– Will Wheels Up be the first private jet company with its own co-branded credit card?
– The private aviation company sees a future for the Wheels Up brand in luxury lodging, yachts, and experiences to credit cards and financial services
Wheels Up is going public via a SPAC. It’s provides a rare look into the world of private jet companies, which are either privately held or subsidiaries of large publicly traded companies, with limited public data.
The transition from Delta Private Jets branding to Wheels Up appears to be more or less complete as the former’s website is now a redirect to its new owner
In December 2019, Wheels Up announced it was acquiring Delta Private Jets. The deal also made Delta Air Lines a significant minority shareholder.