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Scandinavian airline SAS is preparing a new strategy that better aligns with the post-Covid world, reconnects with its customers, and should make it profitable again. A new plan is currently being formulated under the new CEO Anko van der Werff and should be presented in three months from now during the Q4-results presentation, he said on September 1. Van der Werff brings fresh ideas to SAS.

Van der Werff has barely been in office for six weeks, having started in mid-July. He was appointed successor to Rickard Gustafson in April. The 45-year-old Dutchman has joined SAS from Avianca, where he has been CEO since July 2019. He was directly involved in the Chapter 11 procedure which Avianca hopes to exit this month. Before Avianca, Van der Werff was five years with AeroMexico as Executive Vice President and Chief Commercial Officer between May 2014 and May 2019. He also worked for four years at Qatar Airways and ten years with KLM, including four in Sweden.


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