Their desperate
PR over the last few months spoke volumes. Sorry, but if it looks like a duck, walks like a duck, and sounds like a duck.....then no amount of positive Campbellian spin can turn it into anything else.
In the US there are a number of writers likening Fractional Ownership to Ponzi schemes. The fall of Breeze, like the momentous sudden departure of Santulli suggests in which direction the truth might lie. The rich can be caught up in the excitement and hype of such schemes but they do learn fast. You can sell someone a fraction of a plane once, but rest assured after 5 years they've sussed it out: they paid full market value and you bought it for a 20% discount from the manufacturer; that you charge 1/3rd of the normal yearly management fee for 1/8th of the plane, AND you want 7% of the value when you take it back at p*ss-poor residuals. No amount of real coffee can offset that.
No one should be surprised that they don't come back for another 5 year deal when they realise that they were right royally.....
So we have Santulli replaced, hundreds of NJA aircraft stored, a mass of pilots furloughed, and Sokol, the interim Mr Fixit, with a problem the size of Ohio to resolve. Flexjet are mothballing dozens of aircraft and laying off pilots. CitationShares rebranded to CitationAir, which sounds like they know that 'shares' aren't going to be popular with the punters for the next 5 years or so; Flight Options mothballing and furloughing too, and Jet Republic failing to draw in any punters or the first of 100 aircraft, despite $5 million of start up money, and a promise of ipods, blackberries $10,000 coffee machines and fresh sandwiches.
Perhaps the sensible operators are the ones without all the marketing hype: Avantair with the P188s and SATS with singles are probably now more viable than the big guys. The big boys tell the story so many times that they end up believing it themselves. And like all good Ponzi schemes everything's fine till the music stops, and as Buffett himself said
"you only know whose been swimming naked when the tide goes out".
You can't fault WB there.