PARIS — Air France is reportedly looking at scrapping its newest airline brand Joon.

Reports from Reuters and others say Air France-KLM CEO Ben Smith has questioned the Joon business model and the brand could be on the chopping block.

Smith took over the CEO post in summer 2018 after two decades at Air Canada.

The move to sideline Joon would boost the airline group’s bottom line. Joon was launched in summer 2017 as a new airline geared to millennials, with medium-haul and then long-haul routes out of Paris-Charles de Gaulle.