Capvernell,
Well their previous business was import and manufacturing of Chinese motorbikes... they made a quick buck but that business has now
AFAIK, closed.
As to the brand image... despite numerous delays, complaints backlog, safety breaches, Adam Air is "still" the official carrier of the national games venue set for later this year... Someone didn't do their homework. Only weeks before the final mishap (Run-off in Batam), Adam Air won "most recognized brand" award. And didn't some organization gave Adam Air the "Merit Award for LCC of the year" ??? That merit award is the funniest, how the
PR people managed to tie that up to safety is something beyond belief, but they managed to do it...
One thing the management refused to accept/belief, that in the long run, it's cheaper to do it properly. Maintenance costs would be down, and "brown envelopes" would be less coz U'd use it less often on the authorities and disgruntled pax... And the "monkey budget" for their security (yes one of the largest number of thugs roaming around terminal 1C, is Adam Air's security) would be much less.
PK-KAR