Scandinavian skies set to soar as European aviation gets a bold new blueprint.
In a move that’s part strategic masterstroke, part Nordic saga, the Franco-Dutch aviation giant Air France–KLM has announced its intentions to take the reins at Scandinavian Airlines (SAS), becoming its majority shareholder and—pending regulatory nods—its guiding co-pilot into a brave new era of European aviation.
“This is a defining moment for SAS,” declared Anko van der Werff, SAS President and CEO, who sounded more like a man ascending the steps to Valhalla than one giving a standard corporate briefing. And why not? The announcement is nothing short of a tectonic shift—not just for SAS, but for the competitive layout of European airspace itself.
For the airline that once gave the world those elegantly austere Nordic tailfins and the whisper-soft hej hej of cabin crews who seemed to glide rather than walk, this latest chapter is equal parts rebirth and revival. SAS is not just clinging to relevance—it’s plotting a full-throttle return to form.
Consolidation, but with a Scandinavian soul
Model behaviour: SAS handed over, but with wings still proudly Scandinavian.
At a glance, the deal looks like your classic aviation consolidation story. One big player swallows a slightly smaller one to gain market share, shore up a hub, and iron out route overlaps. But there’s something more heartfelt at play here. SAS isn’t being gutted or absorbed like yesterday’s low-cost casualty. No, it’s being embraced—Scandinavian roots, ethos and all.
“Air France–KLM becoming the majority owner would mark a defining moment for SAS and a strong signal of confidence in the direction we’re heading,” van der Werff said with unflappable Nordic calm. “It brings not just stability, but the full backing of one of the world’s leading airline groups.”
The long-term vision is clear: Copenhagen will be fortified as SAS’s global hub, while Oslo and Stockholm will remain critical nodes. The message? Scandinavia still matters. It’s not being outsourced—it’s being empowered.
In classic, understated Scandinavian fashion, van der Werff insisted the SAS brand and spirit are non-negotiables. “We remain true to our identity, heritage, and deep customer focus. SAS will continue to be proudly Scandinavian at heart, look, and feel.”
That sound you hear is a collective sigh of relief from loyal SAS flyers, not to mention the PR team, who must be doing air punches behind closed doors.
SAS doubles down with record Embraer order
As if this continental courtship wasn’t enough to light up the flight path, SAS has also unveiled a whopper of a fleet refresh—an order for 45 spanking-new Embraer E195-E2 jets with the right to purchase 10 more. Valued at roughly US$4 billion (excluding the extras), it’s the airline’s most significant direct order from a manufacturer in nearly three decades.
For those keeping score at home, 55 sleek, sustainable, and regionally agile birds headed to SAS hangars beginning in late 2027—every one built for the next chapter in SAS’s evolution.
“These aircraft are key to enabling future growth and improved connectivity across Scandinavia and beyond,” van der Werff added. “We’ve taken the time to make the right decision—and this major investment reflects our confidence in the future.”
It’s a future filled with promises of lower emissions, higher efficiency, and what might well be the best-looking nose in the skies. The E195-E2 is a nimble workhorse, ideal for shorter European hops, and it comes with a sustainability report card that would make Greta Thunberg smile—29% more fuel efficient, 62% quieter, and already on track to fly entirely on sustainable aviation fuel (SAF).
Green flying—and not just from envy
That last bit is more than a PR throwaway. The Embraer E2 has been trialled successfully with 100% SAF, and while regulations currently cap usage at 50%, industry insiders say the aircraft’s full SAF certification is only a matter of time.
SAS, it must be said, isn’t just greenwashing here. The airline has carved out a reputation for on-time performance, yes—but also for serious investment in environmental credibility. With this order, it’s doubling down.
“This aircraft enables us to serve more routes with lower emissions, better economics, and a premium experience for our passengers,” said van der Werff.
When it comes to propulsion, SAS is tapping into the power of Pratt & Whitney’s PW1900G GTF engines—a marvel of modern engineering known for its quiet roar and frugal appetite.
Arjan Meijer, President and CEO of Embraer Commercial Aviation, was practically jubilant. “The E195-E2 is a game-changer. We’re thrilled to deepen our partnership with SAS.”
Rewriting the European flight map
Make no mistake—this isn’t just about bolting on new aircraft or picking up another carrier for fun. This is part of a bigger narrative in which Europe’s aviation landscape is quietly being redrawn.
While some airlines are cutting capacity and tightening belts, SAS—with Air France–KLM at the helm—is turning its gaze skyward and reaching for expansion.
While often met with regulatory and consumer scrutiny, this kind of consolidation is arguably necessary. The European market faces increased pressure from Gulf carriers, Asian expansion, and North American giants. To survive, legacy carriers need the scale, fleet modernisation, and brand cohesion that mergers like this can deliver.
But there’s also something reassuring about this one. In an age where airline identities blur and local character is often lost at cruising altitude, SAS seems intent on remaining SAS—not just in name, but in the soul.
What this means for passengers
For the humble traveller, all this translates to a more seamless, better-connected flight experience across Europe and beyond. The modernised fleet promises a quieter, cleaner, and more comfortable ride, while the strategic alliance brings network expansion, smoother connections, and more frequent flights across key Scandinavian routes.
For those following Europe’s green aviation revolution, this Embraer deal is a welcome sign that SAS intends to lead, not just with fleet composition but also with meaningful environmental action.
Final approach
It’s often said that the skies over Europe are crowded. But perhaps there’s still room for stories like this—where old meets new, tradition meets transformation, and airlines dare to fly higher.
Air France–KLM may soon own the lion’s share of SAS, but make no mistake—the Viking wings are far from clipped.
By Michelle Warner
