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Delta subsidiary changing name to Endeavor Air

ajc.com
By
June 28, 2013

Pinnacle Airlines, a Delta Connection carrier, is changing its name to Endeavor Air and debuting a new logo as it comes under the wing of Delta Air Lines as a subsidiary.

Delta invested $52 million for Pinnacle’s emergence last month from Chapter 11 bankruptcy and made Pinnacle a Delta subsidiary. Pinnacle chief executive Ryan Gumm told employees Endeavor Air was chosen as a name “because it evokes an image of innovation, excitement and the adventure of a journey.”

Pinnacle at the same time moved its headquarters from Memphis to Minneapolis. “It’s time to put the past behind us,” Delta chief executive Richard Anderson told employees in a message Friday. Pinnacle has about 1,000 daily flights around the country and in Canada, but carries less than 2 percent of the passengers at Hartsfield-Jackson International Airport.

About the Author

As business team lead, Kelly Yamanouchi edits and writes business stories. She graduated from Harvard and has a master's degree from Northwestern.

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