A LOW-COST CARRIER IN BRAZIL
With two airlines controlling an estimated 80 per cent of domestic air travel in Brazil in 2008, David Neeleman was picking a potentially lopsided fight by launching an airline in the country. However, he had a strong record in the US and Canada, including founding New York-based airline JetBlue and co-founding WestJet, based in Calgary. Thus, he was confident in starting Azul, a low-cost carrier, in a country he knew well. He spoke Portuguese after working in Brazil during his 20s, and had citizenship rights having been born there while his American father was on a journalist posting.