The automotive world got a wake-up call recently. BMW’s M5 Touring wagon is actually selling better than the classic sedan version in America, according to company executives.
This news came straight from Frank van Meel, the head honcho at BMW’s M division. He dropped this bombshell during a recent press event at the prestigious Concorso d’Eleganza Villa d’Este in Italy.
The Numbers Tell an Unexpected Story
American buyers are showing their true colors when it comes to performance wagons. The M5 Touring demand has completely flipped expectations on their head.
Van Meel explained the surprising regional differences. “Well, actually in Europe, still more sedan than Touring,” he revealed to automotive journalists.
But then came the shocker. “US is the other way around. We currently have a higher demand in the US for the Touring than for the sedan.”
This revelation caught many industry experts off guard. Wagons have long been considered a dying breed in American showrooms, yet here’s proof that the right formula can still work.
Global Market Shows Even Split
The worldwide demand for the M5 paints an interesting picture. Van Meel confirmed that global sales are split almost exactly down the middle between both body styles.
Roughly 50 percent of M5 orders globally are for the Touring variant. The other half goes to the traditional sedan configuration that most people expect from BMW’s flagship performance car.
This even distribution worldwide makes the American preference for wagons even more remarkable. It suggests that regional tastes still matter significantly in today’s global automotive market.
Production Had to Increase Dramatically
BMW initially underestimated the appetite for both M5 variants. The company originally planned for the Touring to represent about one-third of total production volume.
Reality hit them hard when orders started pouring in. Production schedules needed immediate adjustment to meet unexpected demand levels.
Sylvia Neubauer, BMW M’s vice president for brand and sales, confirmed earlier this year that demand exceeded all expectations. The company had to ramp up manufacturing for both sedan and wagon variants significantly.
America’s Love Affair with Forbidden Fruit
Industry analysts believe several factors contribute to America’s surprising Touring preference. The most obvious reason might be the simple appeal of finally getting something that was previously unavailable.
BMW never officially sold an M5 Touring in North America before this generation. Previous iterations of the high-performance wagon remained Europe-exclusive products that American enthusiasts could only dream about.
This forbidden fruit appeal likely drives significant demand among well-heeled American buyers. When you finally get access to something you’ve wanted for decades, money becomes less of an obstacle.
Technical Specifications That Impress
The 2025 M5 Touring comes loaded with serious performance credentials. Under the hood sits a hybrid powertrain that combines traditional BMW performance with modern electrification.
The heart of the system features a 4.4-liter twin-turbocharged V8 engine. This powerplant works alongside an electric motor to deliver absolutely staggering output numbers.
Total system output reaches an impressive 717 horsepower and 738 pound-feet of torque. These figures put the M5 Touring ahead of many dedicated supercars in terms of raw power.
Performance Numbers That Matter
Despite weighing a hefty 5,530 pounds, the M5 Touring can still accelerate like a proper sports car. BMW claims a 0-60 mph time of just 3.5 seconds for the wagon variant.
The sedan version manages this sprint in 3.4 seconds, making it marginally quicker than its long-roof sibling. Both versions represent remarkable engineering achievements considering their substantial curb weights.
Top speed gets electronically limited to 155 mph from the factory. However, buyers who opt for the M Driver’s Packagecan unlock speeds up to 190 mph on appropriate closed courses.
Hybrid Technology Brings Benefits
The electric motor integration provides more than just extra power. The M5 Touring can operate in pure electric mode for approximately 25 miles under ideal conditions.
This zero-emissions capability adds practical value for daily driving scenarios. Owners can complete short trips without burning any gasoline, which helps with both fuel economy and environmental concerns.
Brake energy recuperation helps keep the battery charged during normal driving. The system automatically manages power distribution between the gasoline engine and electric motor for optimal performance.
Pricing Strategy That Makes Sense
BMW positioned the M5 Touring competitively in the American luxury performance market. The wagon carries a starting price of $121,500 before destination charges and options.
This pricing undercuts the primary competition significantly. Audi’s RS6 Avant currently retails for $126,600 in the United States, making the BMW appear relatively affordable by comparison.
The $5,100 price advantage over the Audi gives BMW a meaningful edge in this rarefied market segment. Every dollar counts when buyers are already spending six figures on a family hauler.
Value Proposition Beyond Price
Raw performance numbers favor the BMW substantially over its German rival. The M5 Touring delivers 100 more horsepower than even the most powerful RS6 Avant Performance variant.
Cargo capacity reaches 27.2 cubic feet with the rear seats in place. This generous space allows the M5 Touring to function as both a weekend track weapon and practical family vehicle.
Advanced all-wheel-drive technology comes standard through BMW’s M xDrive system. This sophisticated setup can distribute power between front and rear axles as needed for maximum traction.
Market Implications and Future Possibilities
The M5 Touring success could reshape BMW’s product planning for the American market. Company executives are clearly watching sales figures closely to gauge broader wagon demand.
BMW currently offers no other wagons in the United States market. The brand discontinued its conventional wagon variants years ago due to poor sales performance.
However, the M3 Touring remains a Europe-exclusive product that many American enthusiasts desperately want. Strong M5 Touring sales could change BMW’s calculus about bringing more wagon variants stateside.
The M3 Touring Question
Andreas Meyer, BMW’s vice president of product, hinted at future possibilities last year. He suggested that strong M5 Touring sales could influence decisions about the next-generation M3 Touring.
“If [the] M5 Touring does well enough, maybe the next generation [of the M3 Touring] could come [to America],” Meyer explained to automotive journalists.
Current M3 Touring models were never intended for American sale from the beginning. However, future iterationsmight follow a different path if market conditions justify the business case.
Competition Landscape Changes
The American wagon market remains extremely limited despite the M5 Touring’s success. Only a handful of manufacturers still offer station wagon variants in the United States.
Audi, Volvo, Subaru, Mercedes-Benz, Mini, and Porsche represent the complete list of brands selling wagons here. This limited selection helps explain why the M5 Touring faces relatively little direct competition.
Market consolidation in the wagon segment could actually benefit remaining players. As fewer options exist, the surviving models can capture more focused demand from enthusiast buyers.
Cultural Shift in American Preferences
The M5 Touring phenomenon might signal broader changes in American automotive preferences. While SUVs dominate mainstream sales, luxury performance buyers may be rediscovering wagon benefits.
Practical considerations increasingly matter even to affluent buyers. The ability to combine supercar performance with genuine utility appeals to modern lifestyles.
Social media influence also plays a role in shaping perceptions. Automotive influencers and enthusiasts regularly celebrate wagon variants, potentially shifting public opinion among younger buyers.
Demographic Considerations
High-income households represent the primary M5 Touring target market. These buyers typically earn $250,000 or more annually, placing them in America’s top income deciles.
Multiple vehicle ownership is common among this demographic. M5 Touring buyers likely own other cars for pure sports driving, making practicality a genuine consideration.
Lifestyle factors increasingly favor versatile vehicles. Modern affluent families often pursue active lifestyles that benefit from additional cargo capacity without sacrificing performance.
Manufacturing and Supply Chain Impact
Production line adjustments became necessary as BMW scrambled to meet unexpected demand. The company originally allocated manufacturing capacity based on conservative wagon sales projections.
Global supply chains had to adapt quickly to accommodate the production mix changes. Component suppliers needed advance notice to adjust their delivery schedules accordingly.
Quality control remains paramount despite the rushed production increases. BMW cannot afford to compromise build quality while ramping up manufacturing volumes.
Future Production Planning
Long-term forecasting will likely account for America’s wagon appetite more accurately. BMW’s product planners now have real market data to guide future allocation decisions.
Regional demand variations require sophisticated manufacturing flexibility. The company must balance European sedan preferences against American wagon enthusiasm.
Investment decisions for future M5 generations will incorporate these market insights. BMW might even consider separate production strategies for different global regions.
Frequently Asked Questions
Why is the M5 Touring more popular than the sedan in America?
Americans are embracing the M5 Touring because it’s the first high-performance BMW wagon officially sold here, creating strong “forbidden fruit” appeal among enthusiasts.
How much does the BMW M5 Touring cost?
The 2025 M5 Touring starts at $121,500 in the United States, which undercuts the competing Audi RS6 Avant by approximately $5,100.
What’s the power output of the M5 Touring?
The hybrid powertrain produces 717 horsepower and 738 pound-feet of torque, combining a twin-turbo V8 with an electric motor.
How fast can the M5 Touring accelerate?
Despite weighing 5,530 pounds, the M5 Touring can reach 60 mph in just 3.5 seconds thanks to its powerful hybrid drivetrain.
Will BMW bring the M3 Touring to America?
BMW executives hint that strong M5 Touring sales could influence decisions about offering the next-generation M3 Touring in the United States.
How much cargo space does the M5 Touring offer?
The wagon provides 27.2 cubic feet of cargo capacity with the rear seats up, making it genuinely practical for family use.
Is the M5 Touring available globally?
Yes, but regional preferences vary dramatically – Europeans still prefer the sedan while Americans favor the wagon variant.
What makes the M5 Touring different from regular wagons?
The M5 Touring combines supercar-level performance with genuine utility, featuring advanced all-wheel drive and track-capable dynamics.