London falling

By Barney Gimbel, Fortune writer

(FORTUNE Magazine) -- With all the major carriers flying from New York to London (not to mention newish entrants MAXjet and Eos), you might think the route across the pond is getting mighty crowded. Well, get ready for one more competitor: Silverjet, a new all-business-class airline that launches Jan. 25. The airline, which is based and publicly held in London, will fly Boeing 767s with 102 seats between Newark and a private terminal at London's small Luton Airport.

So what's Silverjet's big idea? "I'd say we're giving Eos service at MAXjet prices," says Lawrence Hunt, a serial entrepreneur and the company's CEO. Translation: lie-flat beds, excellent food, and a ten-to-one passenger-crew ratio. At a recent preview, Hunt also touted 27 other gimmicks, like women-only bathrooms and special cabin lighting.

The jetliner's biggest selling point, however, is price: At $1,798, the fare is thousands less than what the majors charge.  Top of page

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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.