BMW Opens the Door to More US Wagons After M5 Touring’s 50/50 Sales Split

BMW’s new M5 Touring is defying industry skepticism by selling at a near-even split with the M5 sedan in the United States, according to BMW North America’s Vice President of Product Management, Michael Keller. Speaking to BimmerLife, Keller revealed that the M5 Touring’s sales are running roughly 50/50 compared to its sedan counterpart, a performance that has caught the brand’s attention and could signal a shift in BMW’s wagon strategy for the U.S. market. Historically, wagons have been dismissed as niche in America, with fewer than 10 models available across all brands. The M5 Touring’s success challenges that notion, proving there’s meaningful demand for performance-oriented wagons. Keller acknowledged the momentum, noting customer petitions for an M3 Touring and emphasizing that BMW is monitoring the market closely. “We will look into Touring concepts where it makes sense for the U.S. market,” he said, while stopping short of confirming additional wagon models. The statement leaves little doubt: BMW is listening to enthusiasts and is willing to invest where the numbers add up. The brand’s recent decision to produce the M3 CS Handschalter—a limited-run, six-speed manual M3 with a starting price of $107,100 before destination—further underscores its commitment to catering to passionate buyers, even when the volumes are small. The Handschalter exists because BMW’s math works when enthusiasts demand it, and the M5 Touring’s sales performance suggests the same could hold true for wagons. While Keller didn’t explicitly greenlight an M3 Touring or other wagon models, the subtext is clear: if the demand is there, BMW is ready to act. The M5 Touring’s success has opened the door—literally and figuratively—to more performance wagons in the U.S.