An Icelandic-owned airline has pledged to "make expensive transatlantic flights history" after launching long haul services from London Stansted this week.
Primera Air operated its first flight from the Essex airport to New York on Thursday, with routes to Boston, Toronto and Washington DC opening in the coming weeks.
Fares start at £99 one way as the carrier bids to tempt passengers away from legacy operators such as British Airways.
Anastasija Visnakova, Primera's chief commercial officer, believes passengers are "smart" and will not pay #500 for a ticket when significantly lower fares are available.
In an interview with the Press Association, she said: "When you're flying from the UK to Europe you would not pay more than #100 because you can get tickets for £30.
"On the transatlantic market, people are becoming really wise about how they spend their money.
"We make the transatlantic flights really cheap and we make expensive transatlantic flights history."