Station wagons have been completely eclipsed by crossovers and SUVs, which offer a more commanding driving position along with impressive cargo capacity, but according to BMW, American buyers couldn’t care less about the practicality of a wagon, and the German automaker wants to offer more of them to U.S. customers. Speaking with CarBuzz, BMW’s Senior VP of Brand and Product Management, Bernd Koerber, said that Americans are more interested in the way Munich’s wagons look than how useful they are, and the brand hopes to be able to provide more longroof options to them in the near future. Does that mean we’ll get an M3 Touring (wagon) at long last? Let’s see.
Well-Heeled Americans Like the Look (and Performance) of BMW Wagons
BMW
According to Koerber, “The reasons for buying a Touring in the U.S. are totally different. It’s purely the shape, whereas in Europe, you have the combination of shape, functionality, and long-distance traveling.” In other words, most American buyers of BMW wagons aren’t using the additional cargo capacity for errands or long-distance trips. They simply like the way they look and, with German automakers’ offerings at least, the performance they offer. “It looks like Touring is becoming a lifestyle thing, and [BMW is] happy to develop on that,” added Koerber. This suggests that a longroof version of the latest BMW could reach American shores, though perhaps only when it gets an M badge.
Related: BMW Says Americans Don’t Want Long-Wheelbase Cars
We’ve seen this before, with several Audi RS 6 Avant owners using the high-performance wagon exclusively as a toy and their pickups as a tool. Fast wagons are fun, look cool, and can more easily be justified to significant others, while more everyday wagons like those from Volvo, for example, do not sell well enough to justify their continued existence. Another mainstream example is Mazda, which has hinted that wagons might return in the EV age, but that’s only because of the modularity and cost-efficiencies that would come with new electric platforms. Meanwhile, Subaru has turned the Outback into an almost-SUV. But let’s get back to BMW.
BMW Surprised By M5 Touring Success and Wants to Build On It
BMW/Fabian Kirchbauer Photography
Koerber added that BMW did not expect such an enthusiastic reception to the M5 Touring in the U.S. and the popularity it has seen with buyers, but it’s clear that Munich is aware of all the facets that make that car resonate with buyers; “[A] unique shape with high performance seems to be a good mix,” said Koerber. This indicates that BMW believes fast wagons will continue to be appreciated by enthusiasts and wants to provide them, but more mainstream, everyday wagons may still be risky. Therefore, don’t expect to see non-M wagons on sale here for some time yet.
Over at Audi, the new RS 5 will not reach North America in wagon form. Either Audi remains timid about its prospects, or it’s worried that the smaller wagon could hurt sales of the next RS 6. But if BMW continues to be successful with wagons in the U.S. and someday even offers an M3 Touring here, perhaps Ingolstadt will feel the need to provide an alternative. Either way, new platforms and a resurgent taste for the wagon could result in the perfect storm for station wagon fans before long.
BMW
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