- BMW M5 Touring is outselling the sedan version in the United States.
- Globally, the wagon accounts for around 50 percent of total M5 sales.
- US pricing for 717hp model starts at $121K undercutting the RS6 Avant.
Wagons might still be a niche in the States, but the right badge and the right spec can turn a so-called “practical” car into a cult hit. That’s exactly what’s happening with BMW’s new M5 Touring, which is drawing more interest than even the company seems to have expected.
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Given how much noise Audi made when it finally brought the RS6 Avant to the US market five years ago, it’s not shocking that Americans are leaning into the idea of a high-performance wagon. What is surprising, though, is just how well the M5 Touring is actually doing. According to BMW’s M division boss, it’s already outselling the sedan here.
Review: Was BMW’s New M5 Touring Worth The Weight?
BMW M head Frank van Meel recently spoke at the Concorso d’Eleganza Villa d’Este in Italy, where the company also showed off the new M2 CS and the limited-run Speedtop concept. There, he shared that while the M5 continues to see strong demand worldwide, preferences are splitting by region. European buyers still lean toward the traditional sedan. Americans, on the other hand, are opting for the long-roof version in growing numbers.
“Well, actually in Europe, still more sedan than Touring,” van Meel told BMW Blog. “[The] US is the other way around. We currently have a higher demand in the US for the Touring than for the sedan.” He went on to add that the global sales split of the two body styles is roughly 50/50.
“We have a very, very high demand for the new M5. That is really skyrocketing in production, numbers and sales,” he said. “Seeing the demand, it’s not going down. It’s really a pull in the markets for the M5.”
Read: The 2027 BMW M5 And 5-Series Could Look Like This
The new M5 isn’t exactly without controversy. Some have raised eyebrows over its design, and others have questioned its growing curb weight, which is 1,000 pounds heavier than many Ford F-150s. Still, between its 717-horsepower hybrid V8 and a cargo area big enough for a warehouse run, it’s hard to argue with the Touring’s appeal. It offers more power than the Audi RS6 Performance by a full 100 horses and still hauls like a wagon should.
In the States, the M5 Touring starts at $121,500. That’s a serious chunk of change, but it undercuts the RS6 Avant by $5,100. And unlike the RS6, which has been around since 2020, the M5 Touring is fresh out of the oven. For buyers looking to blend brute power with practicality, it’s shaping up to be one of the more compelling choices on the market.
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