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The BMW Touring models have always been a hidden gem among driving enthusiasts, but American buyers haven’t had many chances to own one. That changed with the release of the BMW M5 Touring, and the response has been stronger than expected. Surprisingly, the high-performance wagon is outpacing its sedan counterpart in demand.
Sylvia Neubauer, BMW M’s vice president of customer, brand, and sales, recently shared that the M5 Touring has become an unexpected success. While wagons have a loyal but niche following, BMW originally anticipated stronger sales for the sedan. However, the numbers tell a different story—more buyers are opting for the practicality and power of the Touring model.
This shift isn’t all that shocking to BMW’s long-time fans. Many have been vocal about their love for wagons; some even imported European models to get their hands on one. BMW’s previous reluctance to bring Touring versions to the U.S. market made them even more desirable. Now that one is finally available, customers are proving real demand for these performance-driven long-roofs.
The success of the BMW M5 Touring may encourage BMW to reconsider its strategy for future models. If this trend continues, more Touring variants could make their way stateside, offering buyers the perfect blend of speed, handling, and versatility. While it’s unclear what BMW will do next, one thing is certain—the BMW M5 Touring has made a statement, and it’s not one the brand can ignore.
