Wagons have struggled to win over American buyers, prompting some automakers—surprisingly including Volvo—to phase out their long-roof models due to weak demand. Audi still offers the Audi RS6 Avant in the U.S., but its sales are modest enough to be grouped under the broader A6 category in reports, with just 3,559 units sold in the first half of 2025. BMW tells a different story, managing to sell more M5 Touring models than its sedan counterpart. Still, in today’s SUV– and crossover-dominated market, wagons remain a niche choice in the United States.
Europe paints a different picture, where wagons—especially those from German brands—continue to enjoy strong demand. Audi, for example, reported record-high interest in the Audi RS6 Avant during the first half of 2025. Alina Seysen, the brand’s sales and marketing spokesperson, confirmed the surge in demand for the high-performance wagon in an interview with German newspaper Automobilwoche.
The RS6 Avant’s Successor Is Coming Soon
Seysen told the publication that Audi Sport—responsible for the brand’s RS lineup—saw a 41% increase in Audi RS6 Avant orders during the first half of 2025 compared to the same period last year. Europeans’ enthusiasm for this long-roof powerhouse is undeniable, and timing likely plays a big role. With Audi debuting a new A6 earlier this year, a next-generation RS6 Avant is just around the corner. In fact, prototypes of the upcoming model are already undergoing public road testing.
The next Audi RS6 Avant will usher in electrification, offering buyers a choice between a fully electric e-tron model and a plug-in hybrid that retains the legendary V8 engine. This leaves European enthusiasts with a decision to make: secure one of the current gasoline-powered RS6s now or wait for the upcoming electrified version—which will almost certainly be heavier and more expensive. BMW’s new M5 Touring serves as a clear example of how such changes can impact weight and pricing.
Will the New RS6 Avant Win Over American Buyers?
For now, the current Audi RS6 Avant still has the rest of the year to attract orders from Europe’s wagon faithful. Its successor—a plug-in hybrid expected to pack more than 700 horsepower—will need that kind of firepower to fend off the BMW M5 Touring. By comparison, today’s RS6 Avant produces 621 hp, giving the next-gen model a clear performance advantage on paper. However, BMW’s super-wagon has shown that raw numbers aren’t everything, as its hefty weight has drawn criticism despite its blistering capabilities.
Once again, the U.S. proves to be the outlier, with buyers favoring the long-roof M5 over its sedan counterpart. It’s a tricky market for wagons, and it remains to be seen how Audi will position the new Audi RS6 Avant to compete. One thing is certain, though—Audi is defying predictions about the death of wagons, at least in markets where the appetite is still strong and the product hits the right notes.
