Atlantic Southeast, briefly SureJet, now will be ExpressJet

When Atlantic Southeast Airlines announced it was buying Houston-based ExpressJet Holdings last year, the combined carrier went looking for a catchy new name.

Three months ago, the Atlanta-headquartered company revealed its selection: SureJet.

The swift and hostile response from the airline's employees: Surely you jest.

Reaction was so negative, a spokesman acknowledged, that the SureJet name was dumped the very next day.

Friday, the company returned with a familiar-sounding replacement: ExpressJet.

Brad Holt, president and chief operating officer, explained, "... we sought suggestions and feedback from our entire workforce, of 10,000 team members ... Our company-wide vote clearly established the ExpressJet name with the legacy Atlantic Southeast branding as the winner and a brand identity our people can be proud of going forward."

That would mark a departure from reaction to the SureJet name, which featured satirical takes posted on airline message boards.

Atlantic Southeast completed its acquisition of ExpressJet last November and they will continue operating as separate airlines with their current names until an expected Dec. 31 transition.

Atlantic Southeast is a wholly-owned subsidiary of SkyWest Inc. The merger will create the world's largest regional airline with 2,400 daily flights and 400 aircraft flying to 190 airports in 41 states, the Caribbean, Canada and Mexico. Atlantic Southeast operates as Delta Connection and United Express. ExpressJet operates as Continental Express and United Express.

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