The BMW M5 Touring has the automotive world excited. As a performance-oriented family hauler, it finds its place among the blindingly-bright hot wagon market. Price starting at $121,500, this model offers the best in luxury as well as swag and power. This unique combination draws an avid specialized audience that appreciates performance and everyday use. The M5 Touring recently started to land in dealerships around the country. BMW has sold about ~1,000 units per year.
Charged by a twin-turbo 4.4-liter V8, the BMW M5 Touring produces a bonkers 717 hp. Its acceleration capability, to put it mildly, is jaw-dropping. It’s incredible how this car can go from 0-60 mph in 3.5 seconds! This model features a plug-in hybrid system, providing about 25 miles of pure electric range, an appealing option for environmentally conscious consumers looking for high performance.
As per usual with performance BMWs, the M5 Touring has a very focused target market. It usually tempts purchasers already with exotic cars, like Ferraris, in their garages. Juliana Ochs oversees business development for BMW’s Luxury Class and M divisions. Customer demand for the M5 Touring is strong, she said.
“We’re seeing lots of customer demand for the M5 Touring … customers don’t want to sacrifice utility and performance,” – Juliana Ochs
The M5 Touring Edition has just begun arriving to U.S. dealerships. Jordan Bray, a sales adviser at BMW of Latham in New York, has never seen this level of interest from potential buyers. He stressed that getting access to this popular new model would be difficult for many.
“People are definitely calling in about the M5 Touring,” – Jordan Bray
The “super wagon” moniker is not only a badge of performance, but a commitment to a lifestyle for hardcore gearheads. Per industry data wizard Tyson Jominy, this category is all about “fan service to your most loyal owners. Further, he describes how wagon buyers can be highly invested in their purchase decision, even without carrots dangled in front of them.
“Your most loyal owners know about your global portfolio and the forbidden fruit that exists out there,” – Tyson Jominy
The new M5 Touring also premiers just as the luxury car market shifts in favor of wagons. This is most evident when examining its arch nemesis, the Audi RS6 Avant. Both vehicles target consumers who desire performance without compromising on utility. Jominy adds that the stigma that has surrounded wagons for decades is starting to shift, and he hopes his research helps continue that trend.
“There are excellent minivans out there and excellent wagons,” – Tyson Jominy
“They both have a stigma that is long out of date in my opinion. Wagons are a sleeper agent — you can probably get away with a lot of stuff that may be frowned upon by your local police,” – Tyson Jominy
The BMW M5 Touring lives on as a high-performance wagon unicorn. To great success, I might add, as it’s becoming extremely popular and adored by exciting gearheads and the Average Joe alike! Automotive expert Mark Dahnke, who helped design the vehicle, had an interesting comment about this very special vehicle.
“It is a very special car for which its buyers receive applause from every fellow enthusiast,” – Mark Dahnke
As the new M5 Touring rolls into showrooms, dealers are already finding themselves inundated with inquiries about its availability. Even with all its attributes and bizarre cuteness, Bray waved a hand at dealer allocations.
“I don’t know how many dealers want to give up allocations for that car,” – Jordan Bray
