Kenny Dichter: the democratiser

Corporate Jet Investor Staff
By Corporate Jet Investor Staff January 22, 2015 10:13

Kenny Dichter: the democratiser

Kenny Dichter is No. 3 on the Corporate Jet Investor Power List 2015.

When Corporate Jet Investor first met Kenny Dichter towards the end of 2013, he told us that his new venture Wheels Up would become “private aviation’s number one brand in the next five to six years.”

Using Dichter’s ambitious time frame, the company is roughly a quarter of the way into its journey to become the industry’s biggest player – and looking at what it has already achieved, it is difficult to doubt the gregarious New Yorker.

Admittedly, Wheels Up had a comparatively quiet year in 2014, without the same fanfare that greeted its arrival the year before, but what the company did was ensure that it delivered everything that it initially promised – notably, hitting the 1,000 member mark, steadily growing its King Air fleet and beginning jet operations, adding a modest number of refurbished Cessna Citation Excel and XLS aircraft.

Dichter kept his focus on a clutch of carefully chosen target areas in the US, but started operations in Texas and sowed the seeds for European expansion in the near future. Having bombarded the business aviation community with its branding since its launch, Dichter supersized his strategy for Wheels Up, signing up members and ambassadors from the glitzy world of sports and entertainment, and launching a national advertising campaign.

Dichter has achieved more than anyone would have thought possible from a fleet of humble King Airs and second-hand Citations. If there’s one company that owes Dichter a drink it’s Textron Aviation. Dichter has done a fantastic job of rebranding the venerable King Air as a super-efficient tool for optimising everyday entrepreneurs, while still tapping into the needs of the rich and famous.

Corporate Jet Investor Staff
By Corporate Jet Investor Staff January 22, 2015 10:13

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