The automotive world was abuzz with news last year when BMW introduced the M5 Touring in the United States – the automaker’s first performance wagon for the American market in what feels like an eternity. But what many enthusiasts didn’t realize was that this wasn’t just a random decision. BMW had a calculated strategy in mind, one that prioritized the M5 Touring ahead of the more traditional M3 Touring.
The Surprising Success of the M5 Touring
Through the first few months of 2025, demand for the M5 Touring has significantly outpaced that of its sedan counterpart. Industry analysts suggest this performance model could soon rival the M3 for desirability among performance car buyers.
This success naturally raises an intriguing question: Why did BMW bring the performance wagon first, and not the sportier M3 Touring? According to Frank van Meel, the head of BMW M Performance, the company saw the M5 Touring as the better strategic choice.
A Calculated Risk
Speaking at the Japan Mobility Show, van Meel described the decision as a “logical choice” and a “safe bet” between these two high-performance vehicles. The company anticipated the M5 Touring would outsell the M3 Touring – and early numbers suggest their forecast may be accurate.
Interestingly, the opposite option wasn’t entirely off the table. Van Meel acknowledged that BMW executives were seriously considering the M3 Touring as a potential first entry for the American market.
Understanding the Market Context
The decision reflects a broader industry trend. Despite some negative sentiment toward performance wagons, there remains a dedicated segment of customers who appreciate the combination of practicality and performance.
The timing also coincides with a challenging environment for wagon sales in general, particularly those sized similarly to the 3 Series. Industry analysts suggest BMW’s cautious approach makes business sense.
What This Means for the Future
The positive reception for the M5 Touring has given BMW executives confidence in their strategy. As one executive noted last August, success with the M5 Touring could pave the way for an M3 Touring introduction, likely with the next-generation model.
For now, enthusiasts can enjoy the M5 Touring, though potential buyers should be aware of the price increase. BMW raised the starting Manufacturer’s Suggested Retail Price (MSRP) to $123,900 – a $2,400 increase from the previous year.
Setting the Stage for the Future
BMW’s strategic decision to launch the M5 Touring first rather than the M3 Touring reflects careful consideration of current market conditions and consumer preferences. While the company maintains the possibility of bringing the M3 Touring to America in the future, their initial approach suggests they’ve found a winning formula with the performance wagon segment.
Only time will tell if this strategy will pay off in the long term, but early signs suggest BMW has made a shrewd choice in prioritizing the M5 Touring for the American market
