BMW M3 and M5 Touring wagons gain popularity outside Europe

BMW M3 and M5 Touring sports wagons are gaining traction outside Europe, with high sales in Australia. Learn about consumer shifts and future electric models.
BMW has encountered an unexpected trend: the M3 Touring and M5 Touring sports wagons are rapidly gaining popularity outside Europe. This has been particularly evident in Australia, where demand for these models has exceeded the company’s own expectations.According to BMW M boss Frank van Meel, the market was recently seen as exclusively focused on sedans and SUVs. However, the situation has changed. In 2025, wagons accounted for 38% of M3 sales and 35% of M5 sales. This is a significant signal for a brand that has long underestimated interest in such body styles.In practice, this reflects a shift in consumer preferences. Buyers increasingly want a combination of practicality and high performance, and wagons are becoming the perfect compromise. Against this backdrop, BMW is already considering expanding its Touring lineup.Possible new additions include an electric i3 Touring, which could reach the market by 2027, with an M version following about a year later. Meanwhile, the future of current models remains mixed. The M3 Touring may end production as early as 2027, while the M5 Touring is preparing for an update.Overall, the BMW M Touring story shows the market turning back toward wagons, which makes sense. As SUVs become tiresome and electric vehicles become the norm, these high-performance wagons could emerge as the next trend.