United to Start Low-Fare Flights Between Ontario and Oakland

United Airlines said Tuesday that it will begin service from the Ontario airport in San Bernardino County to Oakland on July 5 with special introductory fares that will be the lowest implemented since major carriers began discounting fares in the California market about six weeks ago.

However, Southwest Airlines immediately matched United’s special $25 and $29 fares. United would not disclose what its fare structure will be after the brief introductory period but said its fares “will remain competitive and will be the lowest of any carrier serving the Oakland-Ontario market.”

Southwest interprets that statement to mean that United will match its regular $49, unrestricted one-way fare on the Oakland-Ontario route, said David Brown, Southwest’s chief spokesman. No other carrier so far has matched this regular $49 fare.

Brown vowed, however, that Southwest will not be undersold. “For 20 years, we have been dedicated to having the lowest fare in any market we serve. We see no reason to change that business philosophy,” Brown said.

The Ontario-Oakland market “is a heavily traveled route,” United spokeswoman Sara Dornacker said. “We would like to make some inroads into that local market.”

United said it will begin Oakland-Ontario service with a $25 one-way fare good for travel between July 5 and July 12, provided that the ticket is purchased between June 10 and July 4. The special fare structure also includes a $29 one-way fare without an advance purchase requirement but good for travel only between July 5 and July 15.

Southwest Started Trend

A spokeswoman said the fares will be available for every seat on every flight during those periods. Southwest said it will match those fares in every detail.

Southwest, a small Dallas-based carrier, is credited by some with starting this spring’s widespread discounting in the California market.

It has distinguished itself from the other carriers by offering the $49 unrestricted fare for every seat on each of its six daily nonstop Oakland-Ontario flights and five daily nonstops between Oakland and San Diego. Southwest also offers a $29 one-way, 21-day advance purchase fare for those routes, which has been matched by other carriers.