i was reading about BMW 5 Series Station Wagon and whether it will come to US:
and came across this fascinating discussion:
the perception of wagons is significantly different in the US than in Europe. While customers from the Old Continent buy Touring models for their extra cargo capacity and the more convenient tailgate, Americans are about styling:
“When we discuss [this topic] with the U.S. colleagues or with the dealers, it’s very interesting because the demographics are totally different from Europe. For US dealers, the Touring’s design is a key thing, it’s a standout. Whereas in Europe, the touring is a practical, functional, and family-oriented car.”
BMW learned from a recent meeting with US dealers that a high-end 5 Series Touring is on the wishlist. The luxury brand is analyzing requests but cautions it doesn’t want to flood the US with a plethora of wagons. Internal analysis showed only top-tier versions make sense, which is why the G99 was the first to get the green light.
“That’s why they [dealers] also emphasized that to make it work effectively, it must operate within this unique, high-power niche. Additionally, they stated that only top-tier products, associated with a unique design, are effective. If you expand the volume too much or broaden the range excessively, you dilute the impact. Maintain the level it is developing towards—something unique and iconic. However, be cautious. Do not push it too hard because it does not sell on the same credentials that Touring has in Europe. Keep it at a top level of uniqueness. Also, manage the volume, and then it will be successful. But be careful. Do not become too excited. As soon as you make it mainstream, it will destroy itself. The trend will self-destruct.”
translated into English: the reason BMW ( and other European Automakers ) don’t sell wagons in USA isn’t because there is no demand …
but because the demand will disappear if they start selling them …
that is to say the main reason Americans want Wagons is because they can’t have them …
and BMW / Euro Automakers understand this and refuse to sell Wagons in US so that Americans continue to demand them …
as an example my Volvo S60 has a V60 wagon variant but it is only available as fully loaded Polestar trim with golden brakes, golden seatbelts, Bowers & Wilkins Audio and Ohlins shocks … at which point it is more expensive than a BMW so of course nobody buys them …
every European Automaker has great wagons they sell in Europe and refuse to sell in America. or rather they are only offered in America as very overpriced and niche models and only from time to time. we now know why.
these cars must be kept rare and out of reach to maintain the image of being Euro-Performance … if the market is flooded with affordable Wagons their image will revert to that of being 1980s cargo haulers destroying the demand …