The minivan and sport utility vehicle really put the final nails in the station wagon’s coffin a couple of decades ago, but flash forward to modern times, and Americans are once again buying the body style.
Automotive News (subscription required) reported on wagon sales in 2018 on Monday, and it’s good news. Sales grew 29 percent for the wagon segment over five years ago. Total, 212,000 Americans chose a wagon over a crossover, pickup or regular sedan. Yet, that’s still a very small piece of the sales pie. Wagon sales accounted for only 2 percent of total vehicle sales.
The wagon has, effectively, carved its own niche in the market. However, more sales can be attributed to a larger selection. More brands than ever now offer wagons. More choices often mean more sales.
Chief among affordable wagons is the Buick Regal TourX. Although sales started off roughly, TourX sales have grown over the past 12 months, per the report, and the brand believes it’s begun to conquest more affluent buyers. Specifically, BMW drivers appear drawn to the Regal TourX and the German luxury brand announced it will drop the 3-Series wagon from its lineup with the latest-generation model launching this year.
Buick marketing director Sam Russell offered a sliver of marketing insight on wagon buyers and said, “There’s a group of consumers who are greatly interested in the versatility and capability of an SUV, but they don’t want to be seen as someone who just goes with the flow.”
“They are almost violently opposed to being mainstream,” he added.
He also shared that most Regal TourX are more affluent (read: wealthier) than Enclave buyers. It’s unclear how long the Regal and its TourX cousin have to live, however. After the Buick LaCrosse exits production later this year, Buick will be left with only the Regal sedan in its lineup. And the car is currently assembled under a licensing contract via PSA Group, which purchased the Opel and Vauxhall brands responsible for the car.
Comments
Wagons are a complete waste of time! I dont see any reason to build them
Clearly 212,000 think differently than you.
Then explain to me why manufacturers stop making them a few years after they debut?
If they were so popular they would not be discontinued!
Tell that to Subaru
They sell a lot of outbacks. But one could argue that the outback blurs the lines between wagon and CUV given its high cab and ground clearance. If you didn’t know it was classified as a wagon, most folks would call it a SUV.
It is not just how high the vehicle is. It is how the seats are off the floor.
I guess. Toyota tacoma seating is like a car so thats not always true.
True but I wouldn’t buy a Taco if I wanted a truck. The seats are to low. If I wanted to sit on the floor I would move to Japan.
212,000 the number of models offered just illustrates the lack of interest.
A mid pack CUV can turn 250,000 in its all by it’s self.
I give Buick credit for trying but they just proved again the lack of consumer interest vs the high cost of development.
This car will vanish in a couple years with the sale of Opel being completed.
I like wagons I have a thing for old Pontiac wagons. But I am willing to admit I am the vast minority of the market.
People like the added head and cargo room of the taller roofs on the CUV lines today.
The CTSV wagon was the coolest but the numbers speak the lack of volume.
The trolls can say what they like but 2% of the market says all that is needed.
Even Europe is moving more to CUV and SUV models.
Why would you care if someone wants to drive a wagon? Why is it any of your business if some car company want to build a few wagons to sell to those folks? Your opinion is so strong for someone with so little real interest in the wagon…. You must be a modern internet warrior with too much time on your hands.,
Wagons are fantastic due to the lower seating position. TourX has a beautiful exterior design with that seemingly never ending ctome trim, eyebrow daytime running lights, athletic stance.
PSA may drop this Insignia Gen quick so I hope GM can if need be import this niche auto from China. Normally Chinese cars are a turn off unless you’re talking niche, unworthy of a new production line.
Brian, seems like most of the responses you’ve gotten are “emotion based”. but as an ardent fan of the station wagon body style, i can tell you what i like about a wagon versus the cuv/suv and minivan. First and foremost, its that they drive and handle similarly to a sedan, which i prefer and also come with greatly enhanced cargo area. true, you cannot put refrigerator or washing machine in them. but you can put most large boxes and bulky things your getting at the store in them. for me, i do not like a car that i either have to climb up into or down into. with the higher sitting vehicles its hard to see behind you when backing up. if you don’t have a back up camera, its definitely more difficult to see than a regular station wagon. I have also read articles that these higher suv/cuv type vehicles are more dangerous and susceptible to roll overs due to higher center of gravity. I have had lots of different types of cars from Chevrolet caprices to Rolls Royce silver spurs, jaguar xj8’s, Ford CUV’s, Bmw’s, Lincolns and Cadillacs. while i almost always prefer the driving characteristics of the American cars as they are simply just more comfortable. I also like that they don’t seem to break down as much as the imports. but all that aside, my favorite car that i have ever had is a 95 Buick Roadmaster station wagon. they really hit all the right spots when they designed that car. they put a corvette engine in it. so it has very robust power, and the ride and seats in it are impressive as it has the comfort of a Cadillac. and it has cargo capacity that bests most suv and cuv’s. And it’s reliable. whats not to like. some people are uncertain on the retro style of those cars, but they, like other large wagons are appealing to a lot of people as you can have the versatility of a suv/ cuv, but unless you look in the review mirror, you feel like your driving a sedan. while this new buick tour x is in the right direction, its still a bit small. the closest thing to a fullsize wagon these days is a Ford Flex, they call it a cuv. but its a station wagon. but i see those cars on the road in great numbers. So i think there are more people out there than you think who like the station wagon body style.
We had a lot of customers with the B-body wagons during the 90’s. They had and still seem enjoy a cult following.
Great point! But then explain to me why car companies discontinue wagons? They build on for a few years then move on from it.
This has happened over and over since I was a kid and today is no different!
So why build them at all if they are just going to be discontinued in a few years?
Why wont anybody address this?
Why automotive companies keep discontinuing wagons if people like them so much?
I own a 2018 Tourx and a 2017 GMC Acadia. I have always loved wagons but have not found them to be available when shopping. I was interested in a Dodge magnum wagon during the first year on sale. I went to all the local dealers to check one out and there was not 1 car at any dealer. The salesmen all said the nobody buys wagons so we don’t stock them. But I can order one for you. I will not order a car I can’t sit in first. I bought a Tahoe. You can’t sell what you don’t stock. More wagons would be sold if the dealers got their heads out of their butts.
With the immense cost of vehicle storage and shelf life depreciation it is unwise for a dealer to order cars for people to sit in and decide they still don’t want to buy.
Then we need to get rid of the dealers. Dealers are standing in the way of the consumer and the wagon they want.
I would buy one of these Buick wagons if Mrs Barra didn’t completely erode my confidence in GM. I’ll bet a years salary that she will discontinue this car within the next couple of models years and make Buick a complete boring SUV brand.
I hope that Buick has reasonable expectations for the TourX. It won’t be a high volume vehicle, but it will lead to conquest buyers.
It will attract a new type of client to the Buick brand. Like the Ford Flex, it won’t be a high volume vehicle, but it will hit a demographic that Buick needs.
Actually saw Tour X in Buick commercial on TV. Always preferred a wagon over a sedan. Great if you have couple of kids. Had a Lumina Euro Sport wagon in the 80s and Caprice wagon in 90s. Gotta have awd now to compete with SUV. Love the tri-five Nomads!
I currently drive an Acura TSX wagon (103,000 miles) and have had Volvo wagons in the past. I drove the 2018 TourX and really liked it, one of my top choices for my next car if they are still around.
Hey Brian, You could go with a Honda Element it may be more your style…
GM OR NOTHING!
Honda doesn’t even exist to me!
I just bought a TourX. It is roomier than Audi 4 All track, and Volvo V-60, far more attractive to my eye than the Outback, and about half the price of the V-90. Sedans make no sense to me, if you ever need to carry a load. I spent over 20 years, when the kids were in the house, driving minivans and full size SUVs. Though comfortable, let’s face it that minivans and SUVs and most crossovers are too high or stiff to have good driving dynamics and be comfortable.
Had a Hondaa Crosstour in 2012 as my last car, and that was a perfect blend, for me, of a sedan feeling drive with a hatch back utility. Now, the TourX is even more comfortable to drive and with the Essence trim, quite well appointed.
As I said on another post, the station wagon was king during the 50’s-60’s and the Ford door like tailgate of the late 60’s and early 70’s couldn’t be touch by Chevy or anyone else. By the time I had kids and before the mini van, I bought a used 1979 Impala wagon. One of the strongest GM bodies ever built. A solid car. But the mini van clamoured by us baby boomers was the demise of the wagon. The dealers will only stock what they can make money on and move off the lot unless GM finance forces them otherwise. When those unsold cars are sitting on a lot, most dealers pay a monthly finance charge. Faster move, faster profit.
For those who still want a sedan, a wagon based on a sedan platform will fit your bill plus the convenience of more space. But again, if there is no profit, no build and plants shut down. I hope the wagon can somehow save some sedans for those buyers.
haven’t seen one yet and I don’t think we would be interested main reason not AMERICAN made when AMERICAN workers are receiving pink slips
These are really nice. Sure beats the Wagon King Family Truckster. GM and Buick need to get it in gear and not be so afraid to spend some money on advertising.
Agree on advertising. I was not even aware this vehicle was available in here marketplace. Never saw an ad. Just stumbled on to a review in a British publication online, and from that searched for the car availability here.
First time I took it for a ride and went inside to attend a meeting, when I came out a friend was there admiring it. Her comment – “This is yours? I love it – All my friends insisted I had to go into the SUV (she is driving a Lexus RX350). I hate climbing up to get in. When done with this lease in a year, now I know what I want.”
All I can say is Buick, let more people know about this and the market will grow. Not everyone is thrilled with the SUV craze.
My 1995 Buick Roadmaster Limited wagon has EVERY option Buick offered in 1995, including the new block heater in the box, in the rear cargo bin…not needed in Florida, but makes the list complete. Yes, it’s the woody and pushing 300K without engine or transmission of differential work. Try that with your front wheel drive import SUV or pick up. Better leather than Cadillacs I’ve had and every single option works 100%. I enjoy maintaining the car. It is upgraded to police specs and an extreme duty suspension as well. Handles like my Solstice GXP. Good Buick wagons command a premium for a reason. If the new one was larger, I’d have one. Oh, mileage is 17 in town and in excess of 20 highway. Best recorded mileage was 25.5 fully loaded poking along at 55 mph towing. Good old girl.
Let me add that when it goes away the Buick Regal TourX will join a long list of cars the GM got right and then discontinued thanks to the marketing “experts” and/or bean counters. For those who want a soulless refrigerator of a vehicle, have at it. Life is too short to drive a boring car.
Love my little wagon. Mazda3 Touring and 40mpg without trying real hard. No need for AWD where there is so little snow.
Had a Jetta TDI wagon before this.
I wish GM would produce a shooting brake model. I thiis nk if it were a Cadillac, it would appeal to lots of buyers who are a little tired of SUVs and CUVs and want a car like performance without sacrificing space. I think the new Volvo V60 going to sell more than the experts predict.
I wish GM would produce a shooting brake model for those who want a something that drives like a sports coupe without sacrificing on space. I think there’s a growing SUV and CUV fatigue in the market. I think the CTS Wagon was ahead of its time and that the new Volvo V60 will sell better than we expect.