BMW Has Proof That People Still Want Wagons
Wagons may be a niche segment in today’s SUV-dominated market, but BMW’s M5 Touring is proving that wagon's niche status may be supply-driven rather than demand-limited. The first-ever M5 Touring sold in the U.S. has drawn more interest than BMW initially projected.
Key Points
- Originally expected to make up only a third of M5 sales, the wagon now accounts for 50% of production, matching the sedan
- Just $2,000 more than the sedan, the M5 Touring offers supercar performance with wagon practicality, featuring a 717-hp hybrid V8 and 0-60 mph in 3.5 seconds
- BMW executives have hinted that success with the M5 Touring may influence future decisions, possibly opening the door for the M3 Touring in America
Following the success enjoyed by rivals Audi and Mercedes-AMG, BMW made the M5 Touring available in the United States for the first time. BMW projected that two-thirds of M5 production would be sedans with just a third allocated for wagons, but that prediction was quickly proven wrong as buyers gobbled up the wagon in equal numbers.
Sylvia Neubauer, BMW’s Vice President of Customer, Brand, and Sales, told BMW Blog the demand for the M5 sedan and M5 Touring has resulted in a 50:50 production split, leading BMW to increase output for both models. "We now see that there’s more demand for the sedan," Neubauer told BMW Blog. "So we’ve increased production there. But there’s even more demand for the Touring. So the increase on the Touring is much higher."
The 2025 BMW M5 Touring, unveiled last August, packs a hybrid V8 powertrain producing 717 horsepower and 738 lb-ft of torque. Despite weighing 5,530 pounds, it can sprint from 0-60 mph in just 3.5 seconds and offers about 25 miles of electric-only driving.
Regardless of how much it weighs, muscular wagons will always melt the hearts of even the coldest automotive enthusiasts. Even my wife—whose interest in cars is limited to which ones are ugly and which ones make you look like an Uber driver—has a strong attraction to long roofs.
While the strong U.S. reception for the M5 Touring is encouraging, it doesn’t guarantee that the M3 Touring will follow suit. However, BMW is open to the idea. Last August, VP of Product Andreas Meyer hinted that a successful M5 Touring launch could influence future decisions.
Proof that there are still people out there more than willing to choose the wagon. I genuinely believe if automakers were willing to build them we would see a wagon renaissance.
Become an AutoGuide insider. Get the latest from the automotive world first by subscribing to our newsletter here.
An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
More by Michael Accardi
Comments
Join the conversation
I have a Buick Regal Tour X wagon and love it Better ride and mileage than a SUV Plenty of room for golf clubs and a long road trip
Like JE I owned a '76 Country Squire for hauling the kids around and after that an "82 Mercury Colony Park. After that a "92 Taurus wagon which got better mileage but unlike the first two wagons which had big dependable V8's this one had the notorious 3.8 with aluminum heads that naturally suffered head gasket failure. For some reason in my teen years I also owned a Pinto wagon which was an absolute blast to drive what with the 2 litre engine and 4 spd trans. What can I say, I love wagons. When you're not hauling plywood (big wagons could do that and you could still close the tailgate) or pulling trailers (you have to have a monster truck for that now) they were very comfortable easy to drive vehicles that put todays suv's to shame. Today, given a choice I would buy an Audi or Volvo wagon, but not the BMW, that front end is just butt ugly.