"densified and fully paid for 777s will be able to compete effectively with Norwegian"
Then why didn't they do that with Iberia aeroplanes out of Barcelona, why create the new brand?
The point is that they need the new brand to be low cost long haul and to not tarnish the premium brand that is BA.
Also to fly the low cost long haul I am sure they would like much lower operating costs than BA affords them.
IAG want to destroy Norwegian and Level is their weapon of choice.
Listen to this podcast with Willie Walsh if you want to know how it's going to work.
https://www.routesonline.com/news/29...ost-long-haul/