The gigantic aircraft order aside, perhaps Norwegian’s most daring move came in 2013 when it launched long-haul operations using Boeing 787 Dreamliners. Routes from Scandinavia to New York, Los Angeles, and Bangkok demonstrated that Norwegian wasn’t content being merely a European low-cost carrier.
On paper, the 787’s fuel efficiency made the decision look viable. Again, Norwegian expanded rapidly—adding routes from London, Paris, and eventually smaller European cities to destinations across North America and Asia. Fares from London to New York were aggressively priced, fundamentally disrupting the transatlantic market and forcing legacy carriers to respond with their own basic economy products.
The expansion into the longhaul segment however came at a hefty price. Aircraft deliveries were delayed and trailblazing passengers initially ended up flying A340’s wet-leased from HiFly (5K/HFY) rather than red-nosed Dreamliners. Finally in place, the fleet of Dreamliners turned out to frequently suffer technical issues, including snags attributed to the use of Rolls-Royce Trent 1000 engines. Norwegian kept ACMI-carriers such as Wamos Air (EB/PLM) and EuroAtlantic Airways (YU/MMZ) on speed dial as the struggle to make full use of their new shiny aircraft continued.
The operational complexity of maintaining widebody operations stretched Norwegian’s finances. Labor disputes, particularly with U.S. unions opposing Norwegian’s use of Ireland-registered aircraft and crew, added regulatory complications and reputational challenges.
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