Saab 9-5 Takes Flight: The Legendary Palm Springs Launch Video Surfaces

A Lost Piece of Saab History Resurfaces

Thanks to Marcus and Manuela from the MM Saab Channel, enthusiasts now have access to extraordinary video footage once thought to be lost forever. Purchased during the final liquidation of Saab materials at NEVS headquarters, this original advertising department film was never meant for the public. It was created for Saab’s dealer training network — to fire up sales teams and establish the 9-5 as a premium contender in the late 1990s.

Now, decades later, it has been digitized and shared, offering an intimate look at how Saab introduced its most important new model in years. Watch the video here:

Palm Springs, March 1998 — The Stage for Saab’s Future

The event took place between March 15–18, 1998 in Palm Springs, California, a setting chosen for its prestige and its clear skies. Saab’s dealer network was flown in to witness what was billed as a historic leap: the unveiling of the all-new Saab 9-5 and the updated Saab 9-3.

The organizers made sure the launch was unforgettable. Saab didn’t just rely on speeches and brochures — they staged one of the most audacious stunts ever attempted at an automotive event.

The Stunt: A Saab 9-5 Drops Out of the Sky

The highlight of the video is a sequence that remains almost unbelievable: a brand-new Saab 9-5 being driven out of a moving airplane. The stunt was nicknamed “Karlsson på taket” (Karlsson-on-the-Roof), referencing rally driver Per Eklund’s daredevil approach to performance demonstrations.

This was more than theatrics. Saab wanted to underline its roots in aviation and its reputation for engineering cars that thrived under extreme conditions. In the mid-90s premium car market dominated by BMW, Mercedes, and Audi, Saab had to prove it could match confidence with spectacle.

Chuck Yeager Joins Saab’s Story

If the airplane stunt wasn’t enough, the Palm Springs launch featured a living legend of aviation: Brigadier General Chuck Yeager, the first man to break the sound barrier.

Yeager addressed the crowd with anecdotes from his test pilot days, comparing Saab’s boldness to his own experience in the Bell X-1. He admitted he only recently discovered Saab built cars, but after driving a 9-5, he praised it as “as good an automobile as any on the road.” His presence linked Saab’s story of breaking conventions directly with aviation history.

The 9-5: Saab’s Most Ambitious Sedan Yet

Beyond the theatrics, the event was about substance. Executives outlined why the Saab 9-5 was critical for the brand:

• Extensive testing: engineers logged millions of kilometers, “two to three times more than the Saab 900 development.”
• Quality focus: every car destined for North America underwent additional inspections to minimize factory errors.
• Press acclaim: Road & Track called it “the torque of the town,” while Motor Trend declared “Saab did everything right.”
• Pricing strategy: in the US, the car was introduced at $29,995 — an aggressive figure for a European premium sedan.

The 9-5 represented Saab’s attempt to compete head-on with German sedans while offering distinctive styling, turbocharged performance, and industry-leading safety innovations.

The Dealer Message: Teamwork, Values, and New Strategies

The Palm Springs conference wasn’t just about cars. Saab leadership emphasized a new direction:

• Five key strategies: world-class products, uncompromising quality, customer excitement, retail innovation, and consistent marketing.
• Core values: teamwork, accountability, and customer focus were presented as essential to profitability.
• Training initiatives: every Saab dealership employee — from sales to service — was to complete training courses to reinforce consistent customer handling.

It was a rare behind-the-scenes look at Saab trying to reinvent itself in a brutally competitive late-1990s market.

The Saab 9-3: Over 1,000 Improvements

Alongside the 9-5, Saab also unveiled the revised Saab 9-3. The video makes clear this wasn’t just a facelift:

• Engine upgrades: all models featured a 185 hp turbocharged engine with a larger intercooler.
• Safety advancements: introduction of Saab’s Active Head Restraints (SAHR) and side-impact airbags.
• Refined details: improved climate control, steering wheel audio controls, night panel refinement, and anti-tamper ignition security.
• Convertible innovations: a new single-latch hydraulic top system.

With more than 1,000 documented improvements, Saab pitched the 9-3 as essentially a new car rather than an evolution of the 900.

Context: Saab’s Moment of Optimism

The late 1990s were a turbulent time. Under GM ownership, Saab was searching for growth and identity. The Palm Springs event shows both the confidence and the pressure:

• Saab’s customer satisfaction ranking had improved dramatically, jumping from 18th to 10th in JD Power surveys.
• Dealership profitability had doubled within two years.
• The company openly compared itself to BMW, Volvo, and Audi –  believing the 9-5 could challenge them directly.

The optimism is striking when viewed today. Saab believed it was on the verge of a renaissance.

Why This Rediscovered Video Matters

For enthusiasts, this footage is more than nostalgia. It captures the moment Saab placed its future on the 9-5, combining aviation theatrics, corporate optimism, and genuine innovation.

It also highlights why Saab continues to fascinate: the company never followed the industry playbook. Whether dropping a sedan from an airplane or putting Chuck Yeager on stage, Saab marketed itself with a mixture of eccentricity and sincerity that other brands could never imitate.

Thanks to the efforts of Marcus and Manuela, this dealer-only film is now available to all. It is a time capsule of Saab’s last great push to establish itself as a serious premium contender.

The 9-5’s Flight Into History

The Saab 9-5 would go on to define the brand’s final decade, carrying the Griffin badge through turbulence until production ended in 2010. Seeing its launch again through the lens of Palm Springs 1998 is both exhilarating and bittersweet.

For anyone who has ever driven a 9-5, this video is not just a promo reel — it is a reminder of Saab’s spirit of daring, innovation, and unshakable individuality.

Watch the full footage on MM Saab Channel’s YouTube page.