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According to Motor1, BMW is closely monitoring the success of its recent wagon releases to determine the feasibility of broader longroof availability in North America. The manufacturer has noted that consumer interest in these versatile vehicles is significantly higher than previous internal projections suggested.
Strong sales drive expansion strategy
The primary catalyst for this shift is the performance of the M5 Touring, which has achieved a near 50:50 sales split with its sedan counterpart. This parity surprised BMW executives who initially expected the traditional sedan to dominate the American market. The success of the M5 suggests that there is a sustainable appetite for high-performance wagons among domestic buyers.
Michael Keller, BMW's North American Vice President of Project Management, confirmed the brand's openness to new configurations. He stated that the company will "look into Touring concepts where it makes sense for the US market," noting that while they are currently satisfied with the M5 results, the momentum in the sector is undeniable.
Addressing customer demand for M3 models
Despite the current focus on the M5, BMW is aware of a vocal segment of enthusiasts requesting the M3 Touring. While the brand previously justified prioritizing the M5 as a logical first step for the region, the growing pressure from customers may influence future production cycles. Key factors influencing this potential expansion include:
Industry analysts suggest that the competitive landscape further complicates BMW's decision. With Audi preparing a new RS6 Avant and Mercedes-Benz maintaining multiple E-Class wagon options, BMW faces pressure to provide comparable variety. The brand appears poised to leverage its current momentum to secure a larger foothold in the premium wagon segment.
The manufacturer will continue to assess regional demand as it decides which specific models will receive the Touring treatment next.