EVA Air

EVA Airways Corporation (pronounced /E-V-A Air(ways)/, Chinese: 長榮航空; pinyin: Chángróng Hángkōng) is a Taiwanese airline based at Taiwan Taoyuan International Airport near Taipei, Taiwan, operating passenger and dedicated cargo services to over 40 international destinations in Asia, Australia, Europe and North America.^[1] EVA Air is largely privately owned and flies a fully international route network.^[2][3] It is the second largest Taiwanese airline, next in size to its main rival, China Airlines.^[3] EVA Air is headquartered in Taoyuan, Taiwan.^[4]

Since its founding in 1989 as an affiliate of shipping conglomerate Evergreen Group,^[5] EVA Air has expanded to include air cargo, airline catering, ground handling, and aviation engineering services.^[2] Its cargo arm, EVA Air Cargo, links with the Evergreen worldwide shipping network on sea and land.^[3] Its domestic and regional subsidiary, UNI Air, operates a medium and short-haul network based out of Kaohsiung, Taiwan.^[3]

EVA Air operates a mixed fleet of Airbus, Boeing, and McDonnell Douglas aircraft, with A330, B747, and B777 airliners primarily used on passenger routes, along with B747 and MD-11 freighters used on cargo routes.^[3] The airline was one of the first carriers to introduce the premium economy class, which it debuted in 1991.^[3] EVA Air's slogan is "Just relax, your home in the air."

History

Launch

In September 1988, during the 20th anniversary celebration of Evergreen Marine Corporation’s founding, company chairman Chang Yung-fa announced his company’s intentions to establish Taiwan’s first private international airline.^[3] The opportunity to create a major Taiwanese airline had just arisen following a decision by the Taiwanese government to liberalize the country’s air transportation system.^[3][5] Government requirements still mandated global experience and financial capital requirements for any company seeking permission to initiate international airline service from Taiwan.^[4]

Upon recipient of regulatory approval, EVA Airways Corporation was formally established in March 1989.^[4] The airline was originally to be called Evergreen Airways,^[6] however this was deemed too similar to the unrelated Evergreen International cargo airline.^[7] In October 1989, the newly-formed EVA Airways Corporation placed a US$3.6 billion order for 26 aircraft from Boeing and McDonnell Douglas, including Boeing 747-400 and MD-11 airliners.^[6]

Operations began on 1 July 1991 with a small fleet of EVA Air Boeing 767-200ER aircraft featuring business and economy class seating.^[7][8] Initial destinations from Taipei were Bangkok, Seoul, Jakarta, Singapore, and Kuala Lumpur.^[7] By the end of the year, the EVA Air network had expanded to include additional cities in East Asia and its first European destination, Vienna.^[7] First year revenues reached US$40 million.^[7]

Expansion in the 1990s

EVA Air Boeing 747-400 in original livery (1991–2003)

In 1992, EVA Air received the first of its Boeing 747-400 aircraft on order, and launched its premium economy class, "Economy Deluxe," on its 747 transpacific flights to Los Angeles, beginning in December of that year.^[3][7] EVA Air's premium economy cabin, one of the first in the airline industry,^[7] featured a wider 2-4-2 abreast configuration,^[3] legrests, individual seatback video, and enhanced meal services. EVA Air's Economy Deluxe cabin (later renamed "Evergreen Deluxe" and "Elite Class") proved popular with the traveling public.^[3][9] For international services, EVA Air's 747s were configured with 104 premium economy seats as part of a 370-seat, four-class cabin, in addition to first, business and economy classes.^[7] In 1993, EVA Air added flights to Seattle, New York, Bangkok and Vienna with the B747-400.^[3]

By 1994, EVA Air was providing regular service to 22 destinations worldwide, and carrying over 3 million passengers annually.^[7] In 1995, the airline posted its first profit on revenues of US$1.05 billion, one year ahead of schedule.^[3][5][7] Internationally, EVA Air's rapid expansion and increased passenger volume was boosted by its safety record, in contrast to its primary competitor, China Airlines.^[3][10] In addition to receiving IOSA (IATA Operational Safety Audit) certification,^[11] EVA Air in 1997 achieved simultaneous official ISO 9002 certification in the areas of Passenger, Cargo, and Maintenance Services.^[12]

Dedicated EVA Air Cargo operations began in April 1995, with the first weekly McDonnell Douglas MD-11 freighter flights to Taipei, Singapore, Penang, San Francisco, New York, and Los Angeles.^[3] EVA Air Cargo's fleet was expanded to five freighters by the end of the year.^[3] Previously, EVA Air Cargo operations mainly relied on passenger aircraft cargo space.

In the mid–1990s, EVA Air expanded into the domestic Taiwan market by acquiring shares in Makung International Airlines, followed by Great China Airlines and Taiwan Airways. On 1 July 1998, all three carriers, as well as EVA's existing domestic operations, merged under the UNI Air title.^[3] UNI Air became EVA Air's domestic intra-Taiwanese subsidiary, operating shorthaul flights out of its base in Kaohsiung,^[3] Taiwan's southern port and second-largest city.

Maturation in the 2000s

EVA Air's long-haul flagship, the Boeing 777-300ER

In 2000, EVA Air embarked on its first major long-haul fleet renewal. The airline became a launch customer for the Boeing 777-300ER, ordering four aircraft plus eight options.^[3] At the same time, the airline placed three orders for the Boeing 777-200LR. In January 2001, EVA Air ordered its first Airbus aircraft, the A330-200. The Boeing 777 aircraft were intended for United States and European services, while the Airbus A330 aircraft were intended for regional Asian routes.^[3]

In 2001, EVA Air began listing public stock offerings on the Taiwan Stock Exchange.^[7] Initially, one percent of the company's shares was offered over-the-counter, with one-quarter held by parent company Evergreen Marine Corporation and EVA Air employees, respectively.^[3] In 2002, EVA Air underwent internal corporate reforms, with staff reductions and streamlined management.^[3] This culminated a process which had begun in 1997, when the Asian currency crisis began affecting profitability.^[3] The 2002–2003 SARS contagion also affected passenger traffic for medium-haul flights in Southeast Asia, while long-haul flights to North America, Japan, and Europe were less affected.^[3]

In 2004, EVA Air converted its remaining eight options for Boeing 777-300ERs into firm orders.^[13] The first Boeing 777-300ER entered service as EVA Air's new flagship aircraft in July 2005. With the arrival of its new B777s, EVA Air launched a comprehensive revamp of its cabins, introducing lie-flat seats in its new Premium Laurel business class cabin, and upgrading its premium economy product to the new Elite Class cabin.^[14] The airline's A330s were introduced with two-class Premium Laurel and Economy cabins.

As of December 2005, EVA Air and its associated divisions had 5,098 employees, and the airline's network spanned 40 passenger destinations worldwide, with additional cargo destinations.^[2]

Recent developments

EVA Air Airbus A330-200 in "Hello Kitty" livery

In 2007, EVA Air announced a nonstop Taipei to New York (Newark) nonstop service, to be operated with its new long-range B777-300ERs.^[15] At the same time, the airline withdrew passenger service from Taipei to Paris.^[16] On Oct. 31, 2008, EVA Air announced a resumption of Taipei to Paris service with thrice-weekly passenger flights beginning January 21, 2009.^[17] In 2008, the airline also announced the suspension of services to Auckland.^[18] The carrier also prepared to increase direct flights to China,^[19] after initiating weekly charter flights in July 2008 following changes to the Three Links travel agreements.

For the 2007–2008 period, EVA Air coped with a 34% surge in fuel prices, which contributed to a US$61.2 million 2007 loss.^[20] In August 2008, EVA Air reported a second quarterly loss due to increased fuel costs.^[21] In response, the airline implemented cost-saving measures, including flight schedule reductions and fee increases.^[19] In early 2008, EVA Air's business office in El Segundo, California announced a major staff reduction, with over half the staff advised that they would no longer be employed by May 2008.^[22] Functions performed by those local staff will first be shifted to Taiwan, some of which (such as reservation call center) will later on be shifted to China.

EVA Air carried 6.2 million passengers in 2007,^[20] and employed 4,800 as of April 2008.^[20] In 2008, EVA Air's Elite Class cabin received the "Best Premium Economy Class" award in Skytrax's annual World Airline Awards.^[23]

Corporate affairs and identity

Management

EVA Air's headquarters in Taoyuan, Taiwan

As of 2008, EVA Air's corporate leadership is headed by Chairman Lin Bou-Shiu, Vice Chairman Hsu Po-Jung, and President Chen Hsing-Te.^[24] EVA Air's president plays a primary role in managing EVA's business operations.^[3] Other members of EVA Air's board manage support and service services of the company, including its catering and maintenance divisions.^[3] Related areas outside EVA Air's direct management include UNI Holidays, Evergreen's Evasión travel service^[25] and Evergreen Laurel Hotels.^[26]

EVA Air is largely privately-owned.^[2] Primary shareholders are Evergreen Marine Corporation (20%), Evergreen founder Chang Yung-fa (15%), and Evergreen International Corporation (11%).^[24] Foreign investors and individual stockholders combined hold 28% of EVA Air shares.^[24]

Cultural details

EVA Air has differentiated its onboard service by using the order of "Taiwanese (Min Nan)–Mandarin–Hakka–English/foreign languages" for its cabin announcements on every flight.^[9] This was aimed at attracting elderly Taiwanese passengers who have difficulty speaking Mandarin.^[9] However, EVA Air has since switched the order of Min Nan and Mandarin. EVA Air also used Taiwanese folk songs in its boarding music, including an orchestral form of "Longing for Spring Wind" performed by the Evergreen Symphonic Orchestra.^[9]

Livery and uniforms

The standard EVA Air livery utilizes dark green, signifying durability,^[8] and orange, representing technological innovation.^[8] The tail globe logo is intended to represent stability and reliability, and its positioning on the tail, with one corner off the edge, represents service innovation.^[8] The EVA Air livery was updated in 2002, adding a larger typeface and the use of green covering the aircraft below the window line. The tail design and logo remained unchanged.

Since 2003, EVA Air has adopted its current uniform, featuring dark green dresses with cropped jackets. Chief pursers are distinguished by orange highlights, gold bands, and orange stripes; flight attendants feature green trim and white stripes. The current uniform replaced the former green-and-orange necktie ensembles used in EVA Air's first twelve years.^[27]

Marketing slogans

EVA Air has used different slogans throughout its operational history. The first slogan appeared on English advertising in the United States,^[28] while the 1996 and 2003 versions were introduced internationally in both English and Mandarin. In 2005, a second "Sharing the world" slogan was introduced to complement the arrival of the airline's B777s.^[29] EVA Air slogans have been as follows:

Divisions

EVA Air Cargo

EVA Air Cargo McDonnell Douglas MD-11F

Founded concurrently with the passenger operations of EVA Air, EVA Air Cargo operates facilities in Europe, Asia, and North America. Its cargo operations have diversified to include transportation of high-tech equipment and special care items such as museum artwork^[31] and live zoological specimens.^[32] EVA Air has stated its goal of achieving a 50/50 split in revenues between its passenger and cargo operations.^[3] The airline's cargo operations are mainly operated via a fleet of Boeing 747-400, MD-11 dedicated freighters, Boeing 747-400 Combi aircraft, and additional belly cargo space on passenger aircraft.^[3]

Following the establishment of its A330 fleet and the introduction of B777 long-haul aircraft, the airline converted some of its older Boeing 747-400 passenger aircraft to freighters to meet cargo market demands.^[33] EVA Air Cargo established its European Cargo Center in Brussels in 2003^[34] and opened its Southern China Cargo Center in Hong Kong in 2006.^[35]

As of 2007, EVA Air Cargo has 43 weekly cargo flights to London, Vienna, Brussels and US destinations including Los Angeles, Dallas/Ft. Worth, Chicago, Atlanta and New York. The carrier also has code-shares with international airlines including Air Nippon (a subsidiary of All Nippon Airways), British Airways World Cargo, Austrian Airlines and Lufthansa Cargo.^[36]

In recent years, the airline has focused its North American cargo operations solely on point-to-point routes. By 2004, EVA Air Cargo ranked among the world's top 10 largest air freight companies.^[37] Industry publication Air Cargo World ranked EVA Air Cargo 6th out of 50 in its 2008 Air Cargo Excellence Survey, a measure of cargo service customer service and performance.^[38]

Maintenance and support

Further information: Evergreen Aviation Technologies Corporation

EVA Air service divisions further include pilot and cabin attendant training facilities, along with its Evergreen Sky Catering and Evergreen Airline Services ground support divisions. EVA Air has partnered with General Electric since 1998 to operate the Evergreen Aviation Technologies Corporation (EGAT), a heavy maintenance and aircraft overhaul service.^[39] Evergreen Aviation Technologies Corporation provides safety, repair, and refit services for EVA Air and other airlines' aircraft, and has handled the modification of three Boeing 747 Large Cargo Freighter aircraft for Boeing's 787 Dreamliner program.^[39]

Destinations

Further information: EVA Air destinations

EVA Air main hub at Taiwan Taoyuan International Airport.

Most EVA Air flights originate out of Taiwan Taoyuan International Airport, its main hub near Taipei, Taiwan.^[7] Additionally, EVA Air and its domestic subsidiary UNI Air operate numerous flights out of Kaohsiung International Airport.^[3] A focus city for EVA Air outside Taiwan is Bangkok's Suvarnabhumi Airport, with westerly connections to all its European destinations.

EVA Air's route network is affected by the political status of Taiwan, which has historically limited access for Taiwanese airlines to Europe and certain Asian countries.^[3] Because Taiwanese carriers do not have direct access to mainland China, EVA Air has used Hong Kong and Macau as interline destinations.^[33]

EVA Air is not part of an airline alliance but has codeshare arrangements with 16 carriers,^[40] with passenger agreements including Air Canada, All Nippon Airways, American Airlines, Continental Airlines, Qantas, and US Airways (original agreement signed with America West Airlines).

Fleet

The EVA Air fleet consists of the following aircraft as of August 2008:^[41]

Special liveries

In October 2005, EVA Air launched a campaign with Japanese company Sanrio to create the "Hello Kitty Jet," featuring the popular Japanese character.^[42] Using the airline's A330-200, the exterior adopted a livery of Hello Kitty characters. A year later, the airline launched a second Hello Kitty Jet. The aircraft featured a Hello Kitty motif on exterior and interior fittings and features.^[43] Both planes were used to serve Japanese destinations,^[44] and from mid–July 2007, also Taipei-Hong Kong routes.

EVA Boeing 777-300ER in "Rainbow" livery (B-16701)

In July 2006, EVA Air's third new Boeing 777-300ER was Boeing's center stage at the 2006 Farnborough Airshow in a static display.^[45] The aircraft, with its special 777-300ER "Rainbow" livery, was leased by Boeing for a week to be presented at the show. The first three EVA Air B777 aircraft feature this livery.

Fleet plans

EVA Air has ordered 15 Boeing 777-300ER, with 11 already delivered. In 2006, the airline decided against its existing three Boeing 777-200LR orders (stating that with the 777-300ERs it has sufficient passenger capacity), and the 777-200LR orders were converted into 777-300ER orders.^[46] Despite the airline's focus on cargo operations, EVA Air in 2007 indicated it had no current plans to acquire the Boeing 777 Freighter.^[33] Instead, with the arrival of additional passenger B777 aircraft, EVA Air will transfer more B747 aircraft to freighter operations.^[33]

Services

Onboard

Premium Laurel Class

EVA Air offers three classes of service on its long-haul flights: "Premium Laurel" (business), "Elite Class" (premium economy) and Economy Class.^[14] All cabins feature satellite phones, audio video on demand (AVOD) entertainment,^[47] SMS service,^[40] and in select B777 cabins, mood lighting.^[47] Domestic and short-haul international services flown by EVA Air and UNI Air MD-90 aircraft also feature a short-haul business class.

In the latter half of 2007, EVA Air's Boeing 747-400 fleet (excepting Combi aircraft) was upgraded to feature the airline's latest seating classes; the addition of Premium Laurel class on the B747-400 succeeded the previous "Super First" and "Super Business" cabins.^[48][49]

Cabin classes

Premium Laurel, EVA Air's new business class cabin, was introduced in 2003 with the A330-200, and expanded to more destinations with the B777-300ER in 2005 and refitted B747-400 in 2007. Seats are pitched at 1,500 mm (59 in) in Premium Laurel in a pod-style layout, and can convert to an angled lie-flat bed.^[40] Premium Laurel class seating is in a 2-2-2 abreast arrangement on the B777, B747 (2-2 in the forward nose section), and A330.

Elite Class

Elite Class, EVA Air's premium economy product, is offered in a dedicated cabin on the Boeing 777 and 747. Elite Class has wider seating and legroom (in a 2-4-2 layout), and a seat similar to short-haul business class with an extendable legrest, 970 mm (38 in) pitch, adjustable winged headrests, and laptop power.^[40] Service levels in Elite Class are similar to Economy, but food and amenities are improved, along with the seating.

Economy Class is available on all EVA Air aircraft, featuring 840 mm (33 in) pitch, touchscreen personal entertainment screens, sliding seat cushions, and adjustable winged headrests.^[14] Economy seating is in 3-3-3 arrangement on the B777, 3-4-3 on the B747, and 2-4-2 on the A330.

In-flight entertainment

EVA Air's new audio video on demand (AVOD) entertainment system, Star Gallery, is available in all classes. This system has 40 movies and short features, interactive games, and over 100 music albums.^[50] Programs are mainly in Mandarin and English, with some selections in Japanese, German and French; the Panasonic Avionics 3000i system can display Mandarin, English, or Japanese text.

Star Gallery, Economy Class

Since 2005, customers can send SMS text messages and emails to the ground using their personal handsets and seatback screens.^[48] On non-refitted B747-400s, personal entertainment screens are available in business class and premium economy. Seatback video is not available on the A320s, MD-90s and in Economy Class on non-refitted B747-400s.

VERVE is EVA's inflight magazine and features articles in English, Mandarin and Japanese. EVA Air stocks a supply of newspapers and magazine publications on international flights, selection depending on route.

Catering

EVA Air offers a variety of meals on intercontinental routes, depending on seat class, destination and flight length. Western and Eastern menu selections are typically offered,^[51] including seasonal menu selections varied by destination. In addition to Din Tai Fung specialties, Premium Laurel passengers can pre-order special entrees, depending on destination.^[40]

Evergreen Club

EVA Air's frequent flyer program, Evergreen Club, awards members points based on miles traveled and class of service. Membership into the program is free. The program is divided into four tiers: Green, Silver, Gold, and Diamond.^[52]

Points are redeemable for upgrades and free tickets. Points can also be accumulated through credit card use, rental car agencies, Evergreen Laurel Hotels, and other participating services. Membership benefits include a dedicated reservation line, VIP Lounge access, additional baggage allowance with priority handling, and discounts on car rentals and hotels. Evergreen Club also accepts miles flown on American Airlines and Continental Airlines, provided that the flights are booked and logged according to EVA Air frequent flier rules.^[52]

Evergreen Lounges

EVA Air operates airline lounges, under the brand name Evergreen Lounge, in major destination airports. Passengers eligible to enter these facilities include business class passengers and Evergreen Club Diamond, Gold, and Silver card holders.^[53] EVA Air's flagship lounge, located at Taiwan Taoyuan International Airport, features separate Lounge, Garden, and Club facilities.^[53] Other lounges are operated in cooperation with partner airlines.

Evergreen Lounge services typically include refreshments, business facilities, and television and reading entertainment.^[53] The lounge at Taiwan Taoyuan International Airport, Terminal 2, has separate eating facilities at different levels; a check-in facility is reserved for Diamond card holders.^[53]

Incidents

As of August 2008, EVA Air has had no aircraft losses or passenger fatalities in its operational history.^[54]

• On 28 March 2005, EVA flight BR 2196 encountered severe turbulence while on final approach to Tokyo's Narita International Airport.^[55] The A330-200, carrying 251 passengers, landed safely, but 49 people suffered minor injuries and were taken to hospital. The aircraft was undamaged in the incident.^[55]
• On 15 April 2008, EVA flight BR 901 took off from Taiwan Taoyuan International Airport, during which one tire on the MD-90 aircraft was blown, and the gear door fell off onto the runway.^[56] When it approached Kaohsiung International Airport, the pilots circled the airport two times to let the control tower check their wheels. After the plane landed, two more tires blew, and sparks were created by the rim of the wheels. All of 36 passengers and 6 crew onboard were safe.^[56]

See also

• List of Taiwanese companies

References

External links

• Official website
• Official website (Chinese)

Evergreen Group EVA Air · Evergreen Air Cargo Services Corporation · Evergreen Air Services Corporation · Evergreen Aviation Technologies Corporation · Evergreen Int'l. Storage and Transport · Evergreen International Hotels · Evergreen Marine Corporation · Hatsu Marine Ltd. · Italia Marittima S.p.A. · Uni Air · Uniglory Marine Corporation