The Wagon Renaissance: A Surprising Twist in America’s Automotive Tale
In an era dominated by towering SUVs and ubiquitous crossovers, one might assume the station wagon has been relegated to the annals of automotive history. Yet, against all odds, the wagon is staging an unexpected comeback, challenging the very conventions of American car culture.
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.
