If you’ve been quietly hoping for the return of the wagon (like we have), this one’s for you. BMW has officially confirmed that the new M5 Touring is outselling the sedan in early U.S. orders. That’s right. The longroof is back. And not just as a niche oddball. It’s leading the charge.
This is more than a sales stat. It’s a moment. (Pass the tissues.)
A Quick History of the Wagon in America
Wagons were once a fixture of American life. After WWII, they boomed in popularity as the ultimate family hauler. By the mid-1950s, they made up nearly 1 in 5 cars sold in the U.S. They were stylish, spacious, and functional. Perfect for the growing suburban lifestyle.
But by the '80s and '90s, the wagon’s crown slipped. Minivans and then SUVs started to take over, promising more room, more power, and more of that elevated “commanding view” of the road. By the early 2000s, wagons were almost extinct in the States. Except for a few brave outliers (Volvo, Subaru, and the occasional offering from Audi, BMW and Mercedes kept the torch lit).
Meanwhile, in Europe…
The story was different across the Atlantic. In Germany, the UK, and Scandinavia, wagons — known as “estates” or “kombis” — never lost their appeal. Narrower roads, higher fuel prices, and an enduring love for cars that balance performance and practicality helped keep them relevant.
European automakers didn’t just keep building wagons. They made them desirable. Think: the Audi RS2 Avant, co-developed with Porsche in the '90s, or the E34 and E61 BMW M5 Tourings. These weren’t just dad cars. They were fast, beautifully built, and often more subtle than their shouty coupe or sedan siblings.
The CTS Wagon: Too Cool, Too Soon?
When Cadillac launched the CTS Sport Wagon in 2010, it was bucking every trend. It was a rear-wheel-drive, art-deco-styled wagon in a sea of crossovers. But then… the amazing CTS-V Wagon. Manual transmission, supercharged V8, 556 horsepower.
Cadillac nailed the formula. They offered performance, offered choice (RWD or AWD, manual or auto), and leaned into a look that turned heads without needing extra badging. It was edgy. It was rare.
So why didn’t it sell? In short: wrong audience, wrong time. Cadillac’s typical buyer at the time wasn’t clamoring for a wagon, and most wagon fans didn’t think to shop at a Cadillac dealer. It was a car without a clear tribe in the early 2010s—just before the internet-era niche car culture could’ve saved it.
But now? The CTS-V Wagon is a legend. Manual versions are already climbing past $90K, and even the base models hold strong resale value. It’s a perfect example of a car that aged into icon status, even if it never made waves on showroom floors.
Cadillac didn’t miss the mark on the CTS Wagon. If anything, they were ahead of it. And now, thankfully, it looks like the market is catching up.
Jaguar’s XF Sportbrake: The Longroof That Should’ve Been
Jaguar had a shot. In 2017, they brought the XF Sportbrake to the U.S. A sleek, stylish wagon with just the right amount of British charm. But instead of leaning into performance to win over a niche (but vocal) enthusiast crowd, they played it safe. Too safe.
Stateside buyers got a turbo four-cylinder, with a limited “S” trim offering Jaguar’s 380-horsepower supercharged V6. Fewer than 250 Sportbrakes were sold in the U.S., and less than 100 of those were V6 models. Not bad. But not exactly a snarling SVR either. Just… a gorgeous wagon that looked the part but never really let loose.
For a segment built on passion and performance, an SVR version, with its proven V8 thunder, might’ve changed the narrative entirely. Instead, the Sportbrake quietly vanished from showrooms by 2020, leaving wagon fans to wonder what could’ve been.
Audi Opens the Door (Again)
In 2020, Audi finally brought the RS6 Avant to the U.S. And it hit like a thunderclap. Nearly 600 horsepower. Quattro grip. Wide-body stance. And room in the back for a mountain bike, a stroller, or your dogs (plus a few track day helmets).
It sold well enough that it sent a clear message: Americans will buy wagons. They just want them done right.
Enter: The 2025 BMW M5 Touring
The newly revealed G99 M5 Touring is a plug-in hybrid with 700+ horsepower, an xDrive AWD setup, and a mix of aggression and charm that defines BMW’s best going back decades. This is a full-send return to the format, and Americans are responding.
BMW recently noted that, in early orders, the Touring is edging out the sedan. That’s a seismic shift for a country that once turned its back on wagons entirely.
Real-World Love: WagonFest SoCal at the Petersen
Wagon love isn’t just happening on paper. It’s showing up in parking lots.
This year’s WagonFest SoCal, hosted by Avants at the Petersen Automotive Museum, drew an incredible mix of old-school bricks, Euro tourings, lifted Subies, and RS-badged monsters. It wasn’t just a niche meet. It was a community, and a very photogenic one at that.
If the Avants crowd is any indicator, the longroof renaissance is here to stay.
A Few More Reasons Wagons Rule
Driving Feel: Lower center of gravity than SUVs = better handling, especially in the canyons.
Practicality: Fold-flat cargo space, legit room for adults, and dog-friendly designs.
Under-the-Radar Cool: Everyone expects the flashy SUV. A sleeper wagon? That’s tasty.
Legacy: Enthusiasts still chase unicorns like the E63 AMG Wagon or CTS-V Wagon. Good ones aren’t getting cheaper.
Where This Might Go
Could the M5 Touring success crack the door for more wagons? Maybe we see a U.S.-bound RS4 Avant? Or even non-performance longroofs again? Probably not en masse, but what we’re seeing now is proof that the enthusiast wagon market has real energy.
And if brands like BMW and Audi keep betting on that, we all win.
Longroofs Forever.
At Kings Road, we celebrate the cars you love, not just the ones that sell. If you’re wagon-curious, wagon-loyal, or just here for the ride, we’re glad to have you along.