Station wagons are as old as the automotive industry. They were born as work vehicles to transport goods. Over the years, they became the ideal mobility solution for families who wanted the comfort of a sedan, but with more cargo space.
They are gaining market share in North America and then in Europe. Today, however, you will hardly see any on the streets. That is to say, with the exception of the Old Continent
The fate of station wagons – or areas in the UK and Pause in France – began to change when the first minivans were introduced. Enthusiasm faded in the US market, just as it never really took off in most Asian markets. However, Europe continues to be a safe haven, even though these long-roofed family machines have clearly lost their appeal due to the growing popularity of SUVs.
64% of global station wagon sales are in Europe
Even though their sales volume fell by 20% in 2021 compared to the previous year, demand for station wagons in Europe is by far the highest in the world. Volume accounted for nearly two-thirds of all global sales at 64%, with just over one million units sold out of a total of 1.6 million.
In fact, Europe is the market in which station wagons recorded their highest market share in passenger car sales. Last year, they accounted for 8.3% of volume. Not bad considering the stiff competition from SUVs.
The rest of the world bought 574,000 station wagons last year, up 4%. Sales in the United States and Canada were 183,000 units, down 4%. The third largest market was Russia and the former Soviet republics with 140,000 units, up 4%. Traditional Lada wagons are still a valid choice for many consumers in this region, to the point of reaching second place in terms of market share, at 7.1%.
Japan-Korea was the fourth largest market and China the fifth with only 107,000 units, but at the top 34 percent. Although demand has increased since 2020, wagons are not an attractive product for most consumers in these geographies. This is why the segment is more or less doomed. Without China, it is difficult to see future developments.
A matter of perception
The public perception of station wagons changes depending on the market. For example, you hardly see them on the streets of Latin America, and that’s because people there associate them with hearses. They are simply “uncool” cars to drive.
Halfway around the world, they’re considered pretty cool in markets like Italy. Consumers there hardly consider a sedan, but still regard the wagons as true family cars with a sporty, useful and attractive soul. The same goes for Germany, where it’s not uncommon to see an Audi RS6 Avant speeding along the autobahn.
Further north, station wagons are still highly regarded as performance family vehicles in countries such as Sweden and Norway. They are considered to be the ideal means of transport for harsh winter conditions. Volvo and the late Saab are two good examples of popular station wagons.
In the United States, the situation with wagons changed dramatically after the arrival of the van. The latter are larger, more spacious and have a higher driving position, just like SUVs. Today, consumers in the United States have fewer than 10 wagon options to choose from.
The author of the article, Felipe Munoz, is automotive industry specialist JATO Dynamics.
Station wagons are as old as the automotive industry. They were born as work vehicles to transport goods. Over the years, they became the ideal mobility solution for families who wanted the comfort of a sedan, but with more cargo space.
They are gaining market share in North America and then in Europe. Today, however, you will hardly see any on the streets. That is to say, with the exception of the Old Continent
The fate of station wagons – or areas in the UK and Pause in France – began to change when the first minivans were introduced. Enthusiasm faded in the US market, just as it never really took off in most Asian markets. However, Europe continues to be a safe haven, even though these long-roofed family machines have clearly lost their appeal due to the growing popularity of SUVs.
64% of global station wagon sales are in Europe
Even though their sales volume fell by 20% in 2021 compared to the previous year, demand for station wagons in Europe is by far the highest in the world. Volume accounted for nearly two-thirds of all global sales at 64%, with just over one million units sold out of a total of 1.6 million.
In fact, Europe is the market in which station wagons recorded their highest market share in passenger car sales. Last year, they accounted for 8.3% of volume. Not bad considering the stiff competition from SUVs.
The rest of the world bought 574,000 station wagons last year, up 4%. Sales in the United States and Canada were 183,000 units, down 4%. The third largest market was Russia and the former Soviet republics with 140,000 units, up 4%. Traditional Lada wagons are still a valid choice for many consumers in this region, to the point of reaching second place in terms of market share, at 7.1%.
Japan-Korea was the fourth largest market and China the fifth with only 107,000 units, but at the top 34 percent. Although demand has increased since 2020, wagons are not an attractive product for most consumers in these geographies. This is why the segment is more or less doomed. Without China, it is difficult to see future developments.
A matter of perception
The public perception of station wagons changes depending on the market. For example, you hardly see them on the streets of Latin America, and that’s because people there associate them with hearses. They are simply “uncool” cars to drive.
Halfway around the world, they’re considered pretty cool in markets like Italy. Consumers there hardly consider a sedan, but still regard the wagons as true family cars with a sporty, useful and attractive soul. The same goes for Germany, where it’s not uncommon to see an Audi RS6 Avant speeding along the autobahn.
Further north, station wagons are still highly regarded as performance family vehicles in countries such as Sweden and Norway. They are considered to be the ideal means of transport for harsh winter conditions. Volvo and the late Saab are two good examples of popular station wagons.
In the United States, the situation with wagons changed dramatically after the arrival of the van. The latter are larger, more spacious and have a higher driving position, just like SUVs. Today, consumers in the United States have fewer than 10 wagon options to choose from.
The author of the article, Felipe Munoz, is automotive industry specialist JATO Dynamics.