Saudi-based low-cost carrier Sama has announced that Bruce Ashby will succeed Andrew Cowen as CEO of the airline effective December 1, 2008. After nearly 4 years leading the start-up and initial growth phase of Sama, Cowen decided that on expiry of his contract with Sama in December 2008 it was time to hand over the day to day management of Sama to a new CEO, to help take Sama through the next phase of its growth, according to a press statement. Ashby is the former President and Chief Executive Officer of IndiGo Airlines.