German automaker BMW could be considering adding more station wagons to its United States lineup, including (or perhaps especially) high-performance products. Based on the M5 Touring's pleasantly surprising sales success, the automaker could hope to replicate that with more long-roof models aimed at a more style-oriented consumer it would find in Europe. During the reveal event for the 2027 i3, we sat down with Senior Vice President, BMW Brand and Product Management Bernd Koerber and learned that the company is seriously considering more wagons in the American market.
American Buyers Are A Little Weird
You might expect someone looking for a wagon to place a higher value on practicality, cargo space, and maybe efficiency compared to sedan and crossover shoppers. That's certainly the case in Europe. But in the US, people who buy wagons make the choice primarily for style – a seeming contradiction considering the body style's wholesome, Brady Bunch visage of the 1970s and 1980s.
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.
–Bernd Koerber, Senior Vice President, BMW Brand and Product Management
That could be one reason why the wagon form factor is rare (but with a passionately loyal clientele) on our shores. While higher-volume wagons like the Volvo V60 have become thin on the ground, the body style is still pretty popular for niche buyers – think the Mercedes-Benz E-Class All-Terrain or the Audi RS6 Avant. In fact, the long-roof E-Class has always been one of the company's most popular models with extremely-high-net-worth owners.
BMW seems to be keen to tap into that market a little more, but with cars that are tailored for American tastes in wagons. "It looks like Touring is becoming a lifstyle thing, and [BMW is] happy to develop on that," Koerber said, using the company's parlance for estate and station wagon models.
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This article originally appeared on CarBuzz and is republished here with permission.
