TAR Aerolíneas Unveils New Corporate Identity as TAR México
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TAR Aerolíneas announced on Monday a corporate rebranding under the new name TAR México, as part of a renewal process aimed at reinforcing its core values and commitment to passengers.
The announcement was made through a statement addressed to passengers, partners, and the general public, in which the company said the transformation is part of “an effort to strengthen its presence in the Mexican regional market.”
According to the airline, the identity update comes with a renewed focus on six key areas: safety, user experience, comfort, strategic connectivity, and service quality. In this regard, TAR México emphasized that every flight reflects a commitment to passenger protection, backed by “rigorous processes and excellent service.”
The company also stated its aim to provide “priority attention and streamlined procedures, ”as well as spaces designed to ensure “a pleasant journey.” On the topic of connectivity, the airline highlighted the importance of having a route network that supports both business and leisure travel within the country.
The statement noted that TAR México is embarking on “a new flight” with the goal of strengthening its role in regional air transport and connecting people, destinations, and emotions across Mexico. “Our travelers are the inspiration behind every takeoff, the heart of this transformation,” the company said.
The rebranding and repositioning come at a time when several regional airlines are seeking to consolidate or reinvent themselves amid growing competition in the Mexican market. While in a different segment, last year Viva Aerobus also simplified its name to Viva.
The airline concluded its message by inviting passengers to “fly the way you like, fly with TAR,” under the hashtag #MejorConTAR.
TAR currently operates a network of fifteen destinations in Mexico, offering around 180 weekly flights, which translates to approximately 8,900 seats, according to data obtained by Aviacionline via Cirium.
Its fleet consists of six Embraer ERJ-145 aircraft (one of which is currently in storage). In January, TAR reported an average load factor of 70% for 2024 and announced plans to have all six aircraft operating simultaneously to boost its capacity and coverage.
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