A Clash of Philosophies Results
In Surprise Switch in Airline Deal
January 27, 1998 12:11 a.m.
Just two days ago,
Continental Airlines Chairman Gordon Bethune was resigned to losing his job in a
Delta Air Lines acquisition of his company.
By WALL STREET JOURNAL Reporters
SCOTT MCCARTNEY, SUSAN CAREY , and
MARTHA BRANNIGAN
As he headed to New York from Houston for a late-night directors meeting to consider competing bids from Delta and
Northwest Airlines , the nation's No. 3 and No. 4-ranked airlines, Mr. Bethune busily drafted proposed terms of his own termination.
Meantime, a confident Delta had already conducted job interviews with Continental executives and dispatched senior managers to Houston, Cleveland, London and Mexico City to welcome employees to the "Delta Family."
All of which made the phone call that Delta Chief Executive Leo Mullin got in the wee hours of Monday morning that much more of a shock. It was financier David Bonderman, Continental's controlling shareholder and a company director. He was calling from New York to say that Delta had lost Continental.
"Leo, are you there?" Mr. Bonderman said, according to a person in the room with him at the time.
"Labor?" Mr. Mullin finally replied. "You mean this thing fell apart over labor?"
Thorny questions over the merger of labor forces did prove pivotal in driving Continental into the arms of Northwest, which announced Monday that it had formed a global alliance with Continental. But the labor issue -- which centered on preserving seniority for Continental employees in the face of conflicting provisions in Delta's pilot contract -- didn't arise purely as a result of Delta's or Continental's loyalty to its work force. Instead, it symbolized a broader clash of egos and philosophies over future control of what would have become the largest airline in the world.
In a statement to employees Monday, Mr. Mullin said that "protection of employee interests was foremost among the issues discussed. The people of Delta provide an extraordinary foundation on which Delta will achieve ongoing levels of future success, and the discussions on the Continental transaction guarded that as the most important priority."
With three Harvard degrees and a reputation as a savvy corporate strategist, Mr. Mullin was adamant about his vision for reshaping the stodgy Delta corporate culture, entrusted to him when he was brought in as CEO of the $13.9 billion airline last August. Meanwhile, as a longtime buyer and seller of companies, Mr. Bonderman, who would have become one of Delta's largest shareholders, was equally determined to protect his investment by putting his own aggressive imprint on that same culture.
The standoff ended in an industry-shaking coup for Northwest, based in St. Paul, Minn., which began pursuing Continental in earnest in November. Monday, Northwest agreed to pay $519 million in cash and stock, or $60.80 a share, for the stake in the nation's fifth-largest airline, owned by Air Partners L.P., the investment group led by Mr. Bonderman and James Coulter, who once worked together managing investments for Texas billionaire Robert Bass.
Northwest and Continental agreed to merge their route networks, frequent-flier programs and marketing, while keeping their employees and airplanes separate. With their complementary operations in the U.S. and Asia -- Northwest and Continental currently overlap on only eight routes world-wide -- the two airlines will be able to offer complete itineraries from Japan to Latin America, even as far away as Moscow. In 1997, Northwest had revenue of $10.2 billion and Continental had revenue of $7.2 billion.
Northwest will place the Continental shares it acquires -- representing 14% of the company but carrying 51% of the voting rights -- in a trust, and agreed to give up its voting rights except in limited circumstances. The Class A shares, with voting rights equal to 10 times those of Continental Class B shares, were issued to the Bonderman-led investor group when it brought the airline out of bankruptcy proceedings in 1993. Northwest will pay $300 million in cash and issue 4.1 million new Northwest shares in exchange for the Continental stake.
Executives say Delta isn't likely to try a hostile bid for Continental, especially since Mr. Bonderman told Mr. Mullin he will vote his 51% interest with Northwest. Even when friendly, airline mergers have proved to be tricky and often unprofitable affairs, with the high cost of integration and operating problems canceling cost savings resulting from consolidation. Unhappy employees or scheduling snafus can slow down an airline, causing passengers to seek more-reliable carriers. Delta's Pan Am purchase, for example, almost sank the airline.
The alliance creates a network that rivals
UAL Corp.'s United Airlines as the largest in the world. And it is likely to force other midsize carriers into the arms of the "Big Three": United, American and Delta. As more corporations and travelers consolidate their flying with a single preferred carrier -- for corporate discounts or personal frequent-flier miles -- airlines have found they must offer huge global networks to attract the best accounts and busiest road warriors.
What's more, since airplanes are in short supply, carriers face little opportunity for growth unless they can expand through partnerships like Northwest-Continental, which executives estimate will steal $500 million annually in revenue from competitors.
Such partnerships allow for a growth in revenue by merging passengers and winning business away from competitors, without the high cost of integrating labor groups and aircraft fleets. On the flip side, however, there aren't the same long-term cost savings that come from consolidating assets in a merger, and there is the potential for ongoing conflict between the separate-but-equal management teams.
"We firmly believe these types of alliances are the future of our industry," Mr. Bethune says.
US Airways, the nation's sixth-largest carrier, is thought to be the next likely candidate for consolidation or takeover, especially since Chairman and Chief Executive Stephen Wolf has begun winning more productive, economical labor agreements and is revamping the company.
United and
AMR Corp.'s American both looked at US Air three years ago but deemed it too problematic; both are thought to be more likely US Air partners than Delta, even though the smaller carrier would be vastly more expensive to buy today. Delta would face antitrust scrutiny since it and US Air are heavily concentrated on the East Coast.
"The Street's perception is that Delta is the strategic loser in a Northwest/Continental alliance, because either American or United might be able to do a deal with US Airways that Delta couldn't do," says Samuel Buttrick, an analyst with PaineWebber in New York. "Delta would be left out in the cold."
One winner is Air Partners. It put $66 million of equity into Continental to bring it out of bankruptcy but ran into trouble with a failed attempt to create a low-cost copy of Southwest Airlines dubbed "Continental Lite." Losses from that venture nearly downed Continental, and in January 1995 the company met its payroll only when Mr. Bethune got friends at
Boeing Co., his former employer, to return aircraft deposits.
But Continental has soared since then, as the airline improved operations and focused on reclaiming business customers, at the same time as the industry staged a big recovery. Continental shares that traded at $3.25 in early 1995 closed Monday at $56.625, up $2.625. Air Partners will walk away from Continental with a total of $780 million, including the latest transaction and earlier stock sales, a spokesman for the group says. Continental had a market capitalization of $175 million when Air Partners stepped in; today, the Houston company is worth more than $3.6 billion.
It was Air Partners' eagerness to cash out its Continental gains that triggered the bidding war.
In late 1996, Continental's Mr. Bethune flew to Atlanta to try to entice Delta to acquire his airline. Those talks soon collapsed amid a lack of interest from Delta, then headed by Ron Allen. After that, Continental President Gregory Brenneman disparaged Delta executives as a "box of rocks" in conversations with industry executives.
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