Many companies, such as Air Canada, are feeling tremendous pressure due to the struggling economy.  Since the company was publicized on the stock market in 2006, its value has been steadily declining, down from the all time high price of $19.88 per share to a now mediocre price of $1.25 per share. However, in efforts to bounce back from this disappointing result, Air Canada has introduced a new initiative: its very own discount airline. This new airline will be 100% owned by Air Canada and it will be granted 50 new planes. Other discount airline companies have experienced decent profits recently, such as Transat which reported good third quarter earnings this year. Air Canada, however, may be facing more competition with West Jet planning to release their own regional airline sometime next year. The airline business has been a terrible investment in the past decade with many companies losing an incredulous amount of money, but is discount airlines the way of the future?