BMW M CEO Surprised by Strong Demand for Touring Models

BMW M CEO Frank van Meel has expressed surprise at the strong demand for the M3 and M5 Touring models, despite the declining popularity of wagons in favor of SUVs. "A little bit [surprised], yes," van Meel told Australian media when asked about the unexpected interest in Touring models. "Because over the past decades, every time we asked, 'do you want a Touring model?', the answer was always 'no, we don't want that in our market. We are an SUV market, or we are a sedan market.'"

In Australia, the market has shifted focus toward SUVs, leaving less than 20 different wagons on sale. However, sales of performance BMW Touring models remain strong, with the German marque reporting 270 M3 Tourings and 53 M5 Tourings sold locally last year. Van Meel believes the desire for high-performance wagons stems more from their performance capabilities than their body style. "I think with M, it's more than just a Touring. It's something really special, it's more or less a race car disguised as a Touring, but offering also all the practicality that the Touring has because it's an everyday use," he said.

The increasing demand for Touring models has prompted BMW M to adjust production plans. In 2023, van Meel revealed that production of the M3 Touring had been doubled or even tripled compared to initial plans, with many buyers coming from rival brands rather than existing M3 Sedan owners. "The Touring demand is now increasing, and we're really happy with that. We'll see where that leads us in the future as well," van Meel added.

This trend is not limited to Australia. In the United States, the M5 Touring has been particularly successful, with BMW M executive Sylvia Neubauer stating that production of the new M5 is evenly split between the sedan and wagon body styles. This marks a significant shift in consumer preferences, as BMW has never before offered an M5 wagon in the U.S. market prior to the current Touring model.

The unexpected success of the M3 and M5 Touring models highlights a growing niche market for high-performance wagons, challenging the dominance of SUVs and sedans in various regions.