She went on to say that AMR has lost, on a cumulative basis, $10 billion over the last decade. And the reason for those losses primarily? That's right. Labor. Or more specifically, uncompetitive labor costs.
Sure, other factors came into play, like aggressive pricing from smaller carriers, and 9/11, and the volatility of the cost of oil, and the economic downturn, and, according to her testimony, the "ill-timed" TWA acquisition, and, and weather. "Demand was also negatively impacted by the Iraq War beginning in 2003, the SARS outbreak of 2002-2003 and the H1N1 influenza outbreak of 2009, which hit Latin America traffic particularly hard. Negative shocks continued to affect the Company's results in 2011, with the devastating tsunami in Northern Japan."
I don't know about you, but listening to Bev's testimony was like looking back at my high school yearbook. Or listening to that person you can't stand -- you know the one -- the one that blames everyone else for their inability to take control of their own life. Some of these factors that are cited haven't had a negative impact on an airline's performance in nearly a decade. But even more recently, while influenza outbreaks and tsunamis were occurring, what exactly was AMR management doing?
Turns out they were talking about a strategy, and executing quite well on that strategy. And the name of that strategy was (drumroll please?) The Limp-Along Plan.
As Bev said in her testimony, "With its operating losses and high debt levels, AMR had no alternative but to under-invest in the business, adopting a 'limp-along' strategy just to survive."
So, now we know. The secret is out, Jamie. After all these years. American decided it had to continue to "under-invest" and just, well, limp along. I'm not going to take the time and bore you by pointing out all the changes and innovations that we were seeing from other airlines during this period of time. And some of these airlines had a lot less "natural resources" than AMR.
To be fair, Bev did then discuss some of the financing initiatives undertaken to shore up AMR's balance sheet during these lean years, and also discussed the plan to accelerate the fleet upgrade project. But in listening to her comments it struck me that what she was describing was somewhat similar to buying new furniture while your mortgage is totally underwater, your home's foundation has developed major cracks and the roof's on fire.
Yep, is that all ya got, Tom and Gerard?
As readers now know, they actually had something else, but this was all it was.
This is why, of course, after filing for Chapter 11 in November 2011, AMR management decided to bring in some expert counsel to assist in their restructuring, which is where the McKinsey braintrust comes in.
Remember these guys? They're the ones who charge hundreds of dollars an hour to "pose hard questions" and "research the RASM gap between AMR and other airlines" that we talked about in March.
According to Bev, "In mid-December 2011 AMR retained McKinsey Recovery & Transformation Services. AMR worked intensively with the McKinsey team to build a detailed driver-based revenue-forecasting model. This encompassed a comprehensive examination and analysis of market and other assumptions on which the model was premised as well as an independent assessment of AMR's revenue and cost forecasting. This intensive process helped AMR to develop and refine the strategy reflected in the Plan for Success, and provided a robust model for projecting its revenues."
So, it sounds like this is just about what we had surmised was the case. Listening to Bev's testimony, she more or less confirms that the airline didn't have a revenue-forecasting model. They didn't have market analysis in place that they trusted.
I don't know about you, but when we start reading that outside consultants are going to build revenue forecasting models to help an airline management team project its revenues and test their assumptions, we just get nervous.
And we start to sweat. And then our eyes roll back in our head.
Why?
Because after a decade of $10 billion in losses, calling in the "experts" to test revenue assumptions and projections under the direction of (and while being paid by) the same management team that brought the company into bankruptcy is simply .crazy.
While it may be perfectly proper to call in consultants on occasion to help a business with its long-term plans, we simply don't like what we have read or what we are learning about the standalone plan of AMR or how they came to be in their current predicament.
We're not the only ones shaking our heads over what was said last week in court. Wall Street analyst Hunter Keay with Wolfe Trahan noted "a bit of irony" in his April 23rd research report in which he talked about the testimony. While Hunter calls AMR out on the reasons they cited for their current state ("fuel volatility, terrorism, competitor bankruptcies, low cost carrier competition, and pricing transparency") he also noted the irony that AMR also "attributed its deficiencies to a lack of participation in M&Amergers made DAL 'much larger and stronger' for example."
Ya think? And so why is it that the airline is now so dead-set against considering an M&A deal? It's not ironic. It's crazy.
AMR's Patronizing Non-Response
There was so much more going on last week but not enough space or time to cover it all here. But we have to note AMR's response to all of the week's activity. And if you're thinking it was another call to don the "warpaint," well no, that didn't happen.
No, Tom Horton and the management team chose a different tack -- one taken from the Harvey "Crazy Train" Miller playbook as we discussed above.
Don't like what people are saying or doing? Ignore 'em. Hide. Refuse to acknowledge them.
In a letter to employees dated April 23, Horton wrote, when describing the next steps after the unions' unprecedented unanimous support of a merger with US Airways, "nothing changes as a result of these announcements."
Ok thats right; just ignore the fact that 50,000 of your employees just said they want to work for a different management team. Ignore the fact that your employee base essentially has no confidence in your ability to lead the airline. Just ignore the fact that we've never seen such a thing happen in this industry before.
Tom went on to say that he knows restructuring is "hard work." And he knows "the road ahead is challenging" and that it "would be natural to look for an easy way out."
First of all, I don't think that what the union leadership did was "easy" -- in any way, shape, or form. Second of all -- maybe it's just me, but I am increasingly put off by the condescending, patronizing way in which AMR management is communicating with its employees.
It's that "Don't pay any attention to that man behind the curtain" voice. It's that "Dad knows best now, children, let's go to bed" voice. It's that "Now, now, run along and let the adults figure this out" voice.
And it really rubs me the wrong way.
When I read yet another missive written in this manner, I just keep thinking to myself -- "Tom, you are providing your employees with a clear picture of what kind of a CEO you really are. And you know what? I don't think anybody likes what they see very much."
Continued....
As for those old exhortations to put on the warpaint and fight? Tom made the right move in not wasting his time in attempting to rally the troops last week.
Because you know what?
The troops have left the field.