"We've always had a pretty competitive and pretty ferocious battle with British Airways... It's lasted now about 14 years, and we're very pleased to have survived it"

This quote by Richard Branson speaks with the enduring competition between British Airways and Virgin Atlantic, which has actually been recurring for 14 years. Branson boasts of the reality that Virgin Atlantic has been able to survive the competitors with British Airways, which he calls "rather competitive and also pretty savage". This suggests that the competition between both airlines has been extreme, with both firms aiming to surpass each various other in terms of customer service, prices, and also various other factors. Branson's quote also implies that Virgin Atlantic has achieved success in this competition, as it has had the ability to endure for 14 years despite the extreme competition. This is a testament to the toughness of the firm and also its capacity to complete in a very open market.