The "We must compete directly" fallacy. If it was correct, wouldn't TATA have put Ferrari out of business years ago? Are the Ferrari engineers running around yelling "We need a two stroke three wheeler on the market tomorrow!"? The problem is, CX is no longer even close to the status of Ferrari. We are closer to Ford and heading for TATA, by choice of slash and burn Ivan. Why are we trying to be yet another Chinese carrier, and one without Govt support or backing that the other Chinese carriers enjoy? Or is the brief to lower the value enough so that a takeover from Air China is inevitable and cheap?