SAS has unveiled “4Excellence”, the group’s new strategy that replaces its successful “Core SAS” turnaround programme, which will be brought to an end in 2012. 4Excellence will build on the foundations of its predecessor by concentrating the group’s resources on four key areas: commercial, sales, operational and people excellence. SAS has staged a remarkable turnaround in recent years under the Core SAS programme, which culminated in a strong 1H2011 (six months to 30-Jun-2011) performance from the Scandinavian carrier, outperforming the majority of its rivals.