Air Arabia began in 2003 with two leased Airbus A320 jets and has grown to become the leading low-cost carrier in the Middle East and North Africa, flying to 100 destinations with a fleet of 44 Airbus A320 jets. It achieved this through a pricing strategy of "pay less, fly more" and cost management techniques like using fuel-efficient new planes and hedging fuel costs. Air Arabia also created brand equity through crisp marketing and expanded globally through joint ventures.