Italy’s new airline may claim Alitalia brand in time for debut

Italy’s new state-backed airline, Italia Trasporto Aereo SpA, will seek to buy the Alitalia name in time for its start of service in mid-October, according to people familiar with the matter. A market-price auction of the brand was outlined in a decision released Friday by the EC. It’s one of the measures required in order to consider ITA a separate entity from the 74-year-old Alitalia, which is being wound down after losing money for decades. The sale of the iconic name could take place as soon as next week, said the people, who asked not to be named because the plans aren’t public. Transfering control of the brand to ITA has been a key goal of the government in Rome as it seeks to retain Alitalia’s identity while giving the new, smaller airline a fresh start. But the European Union’s antitrust chief, Margrethe Vestager, insisted that the economic interests of the new carrier be separated from its deeply indebted predecessor. The sides wrangled for months over matters including routes, staffing and equipment. The Alitalia brand dates back to 1947, when a Fiat G-12 plane took off from from Turin and landed at Sicily’s Catania airport after a stop in Rome. <br/>