Where BMW Went Wrong in America

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When automakers in the United States declared the wagon body style is no longer profitable, most companies turned its back on the model, including BMW.

The only company that stuck with its wagon production is Subaru, which continues to perform well in the market thanks to the Outback.

The Outback managed to sell well amid the arrival of new crossovers and is currently facing a more expensive competition in the Audi A6 Allroad. Also joining the segment is the Volvo V90 Cross Country and Mercedes-Benz, which is rumored to be thinking of raising the ride height of its E-Class wagon.

BMW Wagon on display in car showroom
BMW Chairman Patrick Womack said there is a place for a luxury wagon with great BMW performance in the U.S. market .

Interestingly, BMW is not part of the picture as it announced over a year ago that the latest BMW 3 Series will not be coming to America. The same goes for the BMW 5 Series wagon, which has not been sold in the U.S. since the E60.

Due to this absence, the company is losing out on a potentially lucrative segment and its dealers are clamoring for this to change.

At the recent BMW National Dealer Forum gathering, Chairman Patrick Womack shared that they believe a BMW wagon is necessary for the U.S.

“There is a place for a luxury wagon with great BMW performance in the U.S. market. The Europeans get to enjoy that great product, and we need to compete with Audi and other brands that are in our marketplace,” he said.

But if BMW is not interested in having an off-road-type wagon, a high-performance wagon could be a possibility. If it arrives, it could compete with the Audi RS 6 Avant, which is now enjoying high demand, as well as the Mercedes-AMG E63 Wagon.

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