Frontier Airlines New Brand ‘Frontera’ Gets US DOT Approval

WASHINGTON- Denver-based budget carrier Frontier Airlines (F9) has secured approval from the Department of Transportation (DOT) to adopt the brand name ‘Frontera’.

The reasoning behind Frontier Airlines’ desire to use ‘Frontera’ as a brand name is currently unclear. However, the DOT recently made Frontier’s intentions public by publishing a notice of trade name registration on Monday (May 6, 2024).

Photo: Cado Photo

Frontier Airlines Frontera

United States DOT stated in the notice,

On April 16, 2024, Frontier Airlines, Inc. (“Frontier”), a U.S. certified air carrier, formally petitioned the Department to officially register the trade name “Frontera” for specific use within its air transportation operations.

Under 14 CFR Part 215 (Part 215) of the Department’s regulations, any air carrier seeking to adopt an alternative trade name must initially register the proposed name with the Department.

The regulation stipulates that the Department may authorize using such a name after the air carrier notifies similarly named carriers of its intent to use the name.

While the Department typically refrains from involvement in disputes over name similarity, it retains the authority to intervene if there is evidence of substantial potential for public confusion.

Frontier affirms that its request does not raise any concerns regarding name similarity or other issues necessitating resolution under Part 215, a stance that our examination corroborates.

Having fulfilled the requirements outlined in Part 215, the Department formally acknowledges and grants approval for registering the trade name “Frontera” for implementation in Frontier’s operations, effective immediately.

Photo: Cado Photo

Potential Routes to Latin America

Frontera, being the Spanish equivalent of “Frontier,” suggests that the airline may be contemplating a significant expansion into the Latin American market.

Presently, Frontier operates flights to 100 destinations within the United States and an additional 31 international destinations.

Currently, under the ownership of Indigo Partners, a private equity firm that acquired Frontier in 2013, the airline shares ownership with Chilean ultra-low-cost carrier JetSmart (JA). It holds a substantial stake in Mexico’s Volaris.

In 2022, Frontier unveiled intentions to merge with fellow budget carrier Spirit Airlines (NK). However, in a competitive bidding scenario, JetBlue (B6) emerged as the successful bidder, aiming to leverage Spirit’s Airbus A320 family fleet to advance its operational scope.

All Photos by: Caden Henderson (@cado.photo)

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