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BMW Just Proved Everyone Wrong About Wagons in America

Everyone thought wagons were mostly dead in the States, but the M5 Touring might’ve just changed that.

Rear view of a blue BMW M5 with illuminated taillights and a partially visible license plate.Chris Chin
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By Chris Chin

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Wagons might be on the verge of a huge comeback and BMW may be inclined to bring more models to the States. And it’s all thanks to the M5 Touring.

According to a recent chat between CarBuzz and BMW’s brand and product manager, Bernd Koerber, the automaker has been surprised by the M5 Touring’s sales success in America. In fact, BMW is so impressed that Bavaria’s finest could offer more wagons for American customers.

And it may even be a turning point for other automakers to do the same. Yes, you read that correctly.

The M5 Touring proved the wagon’s business case

Blue BMW M3 Touring with black grille and roof driving on a forest road.
The BMW M5 Touring proved that wagons are far from dead in America.
Chris Chin

The Bavarian automaker shocked Americans when it announced the official stateside sale of the long-roof M5, last year. That’s because many other automakers and wagon lovers were convinced the body style was going the way of the dodo.

But apparently, the M5 Touring and its success to date have proved otherwise. Meaning, because the M5 Touring is selling way better than company execs expected, the German automaker and, perhaps, other automakers could potentially bring more wagons to the States and trigger a resurgence.

Blue BMW M3 Touring with black wheels and illuminated rear lights parked on a concrete surface near an industrial building.
BMW, most importantly, proved that the business case for wagons still exists, even if at the higher end of the automotive spectrum.
Chris Chin

And it all comes down to how buyers and BMW are perceiving the M5 Touring as more of a lifestyle play.

“The reasons for buying a Touring in the US are totally different. It’s purely the shape, whereas in Europe, you have the combination of shape, functionality, and long-distance traveling,” BMW’s Brand and Product Management Senior Vice President, Bernd Koerber said.

Five Audi RS models in various colors parked on a lakeside road with mountains in the background.
Audi is one of the few other brands to offer a wagon in the States, the RS 6 Avant.
Audi AG

“This combination seems to work from a lifestyle perspective,” Koerber continued. “Unique shape with high performance seems like to be a good mix.”

With people looking for alternative ways to blend practicality and performance without having to resort to soul-sucking crossover SUVs, wagons could serve as the “new” solution.

Wagons could be making a comeback

Blue Subaru Outback SUV parked on a grassy hillside with trees and mountains in the background.
Subaru is one of the few providers of wagons in the mainstream market.
Chris Chin

Previously, wagons seemed to be disappearing from the American automotive landscape as crossovers and SUVs took over in popularity. Combined with a slight image problem among average buyers, the future of wagons in America looked bleak.

Despite the outlook, only a few options remained, showing that wagons had a very weak, but still noticeable pulse among niche buyers. Such as the Audi RS 6 and Allroad models, Mercedes-Benz E-Class and its AMG variant, and the Subaru Outback.

2025 Mercedes-AMG E 53 Hybrid Wagon
Despite low demand, Mercedes-Benz is also one of the few automakers to continue offering wagons in America.
Mercedes-Benz

But, more recently, some automakers made the leap to offer more long roofs. For example, Toyota introduced its Crown Signia, as another wagon option for US buyers.

Although Volvo discontinued its V60 recently, the Swedish brand confirmed a successor is in the works. With the M5 Touring proving the business case exists for wagons, this could influence other automakers to do the same.

Neither BMW nor Koerber specified any potential candidates, and the latest M3 Touring remains off limits to US buyers. However, BMW is reportedly readying a wagon version of its next-gen 3 Series and new i3 EV. In other words, the future for long roofs, specifically Bavarian ones, looks very bright.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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