NewLeaf stumbled out of the gate, having to delay its launch and then cancel destinations as WestJet targeted its routes. WestJet couldn't do that with its existing cost structure, which is much lower than Air Canada's, but much higher than Ryanair's. "The quality of service on the ULCCs makes United look like the premier airline in the world, and their service really sucks." Its shares dropped on a day when the broader market was higher and Air Canada's stock barely budged. In other words, WestJet will be competing with itself with the new airline.​However, Lazar thinks that it had no choice.

Source: CBC News April 21, 2017 09:00 UTC