Amtrak America - Trains Magazine

D.Carleton

We've been down this road before during the Downs administration when the company was divided into three Strategic Business Units. David Gunn ended that.

One reason for the new "look" and branding: It distinguishes the equipment from similar equipment already in service thus proving to the public that "something" is being done... even though in reality the net gain is practically none.

I think this is being done more for political purposes than public perception.  If you parse the public statement out, you get "this brand will make the conversation ... clear to our ... stakeholders."  Where "stakeholders" is basically Congress and perhaps, local politicians along the route.

Amtrak is drawing a bright red, white and blue line around the LD trains.  Boardman is clearly walking away from Gunn's "National or nothing" Amtrak, to a "which Amtrak are you talking about?" Amtrak.

Amtrak America will have their own management that controls "soup to nuts", their own equipment and their own P&L statement (apparently).  So, when the Mica (or other) circus starts up with "Why does your food service lose money?" or "We could give airline tix for what it costs you to take a person from NOL to Chicago", or other hard to defend operation cost issues,   Boardman will actually be able to respond in a fashion that make clear what costs what.  

I don't think he's trying to walking away from the LD network.  Clearly, they just spend a boat load of money on baggage cars and crew space... But, having Amtrak operating two distinct major product lines makes it much easier to explain what kind of support each need, what that costs, and what you get.

It's about the sales pitch...and not taking a flogging every time you talk to Mica, et. al.