southwest (LUV) CEO Bob Jordan is “all about execution” on the airline’s turnaround after surviving a bitter battle with activist investor Elliott Investment Management.
“It’s all eyes forward,” Jordan shared with me on Morning Brief as he emphasized his confidence in rebuilding the struggling airliner.
“This is probably the most significant transformation in our history because we’re changing very fundamental things … we’re going to do it,” Jordan said.
Southwest’s deal with Elliott, reached earlier this month, secures Jordan’s position at the top and includes the appointment of six directors to the airline’s board – five of whom were proposed by Elliott. The new additions include two industry veterans, former Virgin America CEO David Cush and former WestJet CEO Gregg Saretsky.
The pressure is growing on Jordan – who began his career with Southwest in the late 1980s and has been at the helm since February 2022 – to deliver better results in a timely manner. The stock is up just 4.9% year to date and has declined 14% over the past two years, underperforming many of its competitors and the broader market.
But Jordan is betting that the airline’s “transformation plan”, presented last month, will appear in the budget. The strategy includes ways to increase efficiency and lower costs, in addition to plans to increase revenue and increase loyalty through assigned seats and premium bookings – a move that marks the end of practices that have long been South- West stood out from their rivals.
The airline projects that its initiatives will generate an additional $1.5 billion in earnings before interest and taxes next year and will reach $4 billion by 2027.
In the airline’s third-quarter earnings call, Jordan highlighted early progress in the turnaround plan, telling analysts: “All actions to achieve these goals are well underway” and are progressing as planned.”
Although Jordan is optimistic about the progress to come, Citi analyst Stephen Trent urges patience, something that shareholders may have a hard time facing.
“We need at least a couple of quarters to see what kind of forward progress the carrier is making… The things they proposed during their Investor Day will take time.” Trent warned.
How long is the multi-billion dollar question.
The new board appointments, effective November 1, signal a new beginning for the Southwest. Despite the contentious negotiations, during which Elliott pushed for Jordan’s ouster, Jordan told Yahoo Finance that he and the new board members are “totally aligned” on the company’s vision going forward.
“At the end of the day, you want the court to challenge you, and you want the board of Southwest Airlines to be an even better company … We have a great plan and we’re all eager to execute that plan,” Jordan told Yahoo . Finance.