Are Wagons Truly Making a Comeback?

Consider this: last year, wagons comprised a mere 1% of the 15.5 million vehicles sold in the U.S. The lion’s share of these sales belonged to a single model—the Subaru Outback—which alone accounted for over 160,000 units. In stark contrast, less than 5,000 units of other wagon models were sold nationwide, representing a scant 0.03% of all new car sales. To put this in perspective, more Americans (over 6,000) opted for a new Rolls-Royce in 2023 than chose an authentic wagon. Projections even suggested that by the decade’s end, annual wagon sales could dwindle to fewer than 500 units, while SUVs were expected to surpass the 10 million mark.

Yet, the tides of automotive preference are seldom static.

What’s Fueling This Shift?

Enter the Millennials and Gen Zers—a cohort known for defying parental norms and carving out unique identities. For many, the wagon’s allure lies in its blend of practicality and performance. Unlike their bulkier SUV counterparts, wagons offer a lower profile, enhanced speed, and a driving experience that’s both refined and eco-conscious. It’s not just the archetypal old-money moms in yoga pants gravitating towards wagons; a diverse and discerning audience is emerging.

Which Automakers Are Leading This Revival?

Several manufacturers have taken note, reintroducing and revamping wagon models to cater to this burgeoning interest.

BMW’s Bold Move: The M5 Touring Wagon

BMW is set to reintroduce the M5 Touring Wagon to the U.S. market. This marks the first time American consumers will have access to this model, with a starting price of $122,675. Under the hood, the M5 Touring boasts a formidable 717-horsepower, 738 lb-ft plug-in hybrid powertrain, anchored by an electrified twin-turbo 4.4-liter V-8. BMW claims a 0-60 mph time of 3.5 seconds, though enthusiasts anticipate even swifter acceleration. With a top speed limited to 155 mph (or 190 mph with the optional M Driver’s Package) and the capability to travel 25 miles on pure electric power at speeds up to 87 mph, the M5 Touring seamlessly marries performance with efficiency.

Audi’s Powerhouse: The RS6 Avant Performance

Audi’s 2024 RS6 Avant Performance starts at $126,895 and stands as the brand’s most potent internal combustion offering to date, delivering 621 horsepower and 627 lb-ft of torque. This powerhouse accelerates from 0-60 mph in a mere 3.3 seconds, with a top speed of 155 mph, extendable to 174 mph. Despite its performance credentials, the RS6 Avant doesn’t skimp on practicality, offering 30 cubic feet of cargo space.

Mercedes-Benz’s Swan Song: The E-Class Wagon

The 2023 Mercedes-AMG E63 S Wagon is poised to be the last AMG wagon powered solely by petrol. Priced starting at $122,250, this high-performance wagon features a 603-horsepower twin-turbo V-8, propelling it from 0-60 mph in just 3.0 seconds. The “Final Edition” model, limited to 999 units, boasts a unique Matt Graphite Grey Magno finish and high-gloss black accents, marking the end of an era for AMG’s petrol-powered wagons.

Volvo’s Versatile V90 Cross Country

For those seeking a blend of luxury and practicality without the six-figure price tag, the 2025 Volvo V90 Cross Country starts at $60,995. Powered by a 295-horsepower supercharged and turbocharged 2.0-liter four-cylinder engine with a 48-volt hybrid system, it accelerates from 0 to 60 mph in 6.4 seconds. Notably, it offers one of the highest EPA fuel-economy ratings in the luxury-wagon segment, with 22 mpg city and 29 mpg highway.

What Does This Mean for the Future of Wagons in America?

The resurgence of the wagon is more than a fleeting trend; it signifies a shift in consumer values. As environmental concerns and urbanization influence purchasing decisions, the demand for vehicles that offer both performance and practicality is on the rise. Wagons, with their unique blend of agility, efficiency, and cargo space, are well-positioned to meet these evolving preferences.

In conclusion, while the station wagon’s heyday may have seemed a relic of the past, its modern reincarnation is capturing the imagination of a new generation. As automakers like BMW, Audi, Mercedes-Benz, and Volvo continue to innovate within this segment, the wagon’s renaissance serves as a testament to the ever-evolving landscape of the automotive world.

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A Premium Electric Platform with Porsche Pedigree

The Q6 and SQ6 E-Tron are built on the new Premium Platform Electric (PPE), a joint venture between Audi and Porsche. Think of it as the techy love child of Audi’s precision engineering and Porsche’s performance pedigree. It’s the same platform underpinning the next Porsche Macan EV, so you can expect handling that’s more racetrack than shopping mall.

At the heart of these SUVs is a 100-kWh battery pack. The Q6 offers up to 321 miles of range, while the sportier SQ6 trades a few miles for muscle, boasting 509 horsepower and a 0–60 mph sprint of just 4.1 seconds. That’s quicker than your morning coffee run—and just as energizing.

Tech That Feels Like a Co-Pilot

Step inside, and it’s clear Audi isn’t skimping on tech. The Q6 features not one, not two, but three screens: a 14.5-inch OLED central display, an 11.9-inch driver’s display, and a 10.9-inch passenger screen that stays hidden until needed. It’s as if Audi wants you to feel like the starship commander of your daily commute.

The tech isn’t just for show. Pair your phone on one screen while plotting your navigation on another. Or let the augmented reality head-up display make you feel like you’re driving in a video game—minus the banana peels and turtle shells.

Charging is another highlight. With 270 kW DC fast-charging capability, you can juice up from 10% to 80% in just 21 minutes. That’s enough time for an espresso and a quick scroll through your Instagram feed.

Practicality Meets Performance

The Q6 and SQ6 strike a delicate balance between sporty handling and everyday comfort. Standard air suspension ensures a buttery ride, while Audi’s clever tuning keeps these SUVs planted in the corners. Whether you’re cruising the highway or tackling twisty back roads, the driving experience is poised and confident.

Regenerative braking adds to the practicality, with five modes to suit your style—including true one-pedal driving. It’s the kind of feature that makes stop-and-go traffic almost enjoyable. Almost.

Design That’s Distinctly Audi

Outside, the Q6 and SQ6 are unmistakably Audi. The grille, while more decorative than functional, anchors a design that’s both elegant and aerodynamic. Clean lines and a bold stance make these SUVs head-turners, whether parked at the charging station or gliding down the motorway.

Inside, Audi keeps things minimalist yet luxurious. The U.S. models get upgraded materials to address early critiques, with a focus on sustainability—because saving the planet shouldn’t feel cheap.

Safety and Software That Stay Ahead

Safety gets a futuristic upgrade, too. Augmented reality navigation helps keep your eyes on the road, while a suite of driver-assist features ensures peace of mind. And if the occasional software bug pops up, over-the-air updates can fix it faster than you can say “Vorsprung durch Technik.”

Pricing and the Competition

The Q6 starts at $63,800, with the SQ6 landing around $72,900. While competitive, it’s clear Audi is banking on more than just numbers to win buyers over. These SUVs aim to blend performance, luxury, and cutting-edge tech into a package that feels worth every penny.

But the competition is fierce. Rivals like the Tesla Model Y, BMW iX, and Mercedes EQE SUV all have their own strengths. So, does the Q6 E-Tron do enough to stand out? That depends on what you’re looking for.

The Verdict

The 2025 Audi Q6 and SQ6 E-Tron aren’t just electric SUVs—they’re a statement. They bring Porsche-inspired performance, Audi’s signature style, and tech that feels straight out of a sci-fi film. While they may not rewrite the EV playbook, they certainly add a compelling new chapter.

Audi calls it “Vorsprung durch Technik”—progress through technology. With the Q6 and SQ6 E-Tron, progress looks pretty darn good. Whether it’s enough to shake up the crowded EV market remains to be seen, but one thing’s certain: Audi has given its rivals something to worry about.

NIK Miles

Auto Reporter/Influencer

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