Silverjet Enters Business-Class Warfare

The latest entrant in the trans-Atlantic, business-class-only market is betting on design and service to stand apart from a crowded field

Lawrence Hunt pulls a worn drawing of an airplane seating chart from the pocket of his black overcoat. A serial entrepreneur from Britain, Hunt's latest venture is Silverjet, a start-up business-class-only airline offering flights between Newark and London beginning Jan. 25. Sitting in a café in midtown Manhattan, he explains how his new company will offer luxurious trans-Atlantic service for less than $2,000 round-trip. That's a significant savings compared to the $5,000-plus charged by carriers such as British Airways and AMR Corp.'s (AMR) American Airlines.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.