Somewhat unexpectedly, the new 2027 Mercedes-Benz C-Class EV has been revealed with a fastback bodystyle rather than a traditional three-box sedan shape, and it seems that Stuttgart made this decision to make up for the fact that a station wagon version won’t arrive. Mercedes has confirmed that this C-Class will be the first not to be offered in longroof form, and it’s because of American and Chinese buying habits that other markets are missing out on a practical C-Class wagon for the new generation. Speaking with Autocar, Mercedes designer Robert Lesnik said that while journalists and other designers like station wagons, the business case simply no longer exists.
C-Class Wagon Would Be Too Expensive with Too Few Buyers
Mercedes-Benz
Discussing why Merc skipped the wagon, Lesnik said, “In the end, nobody is buying them. We have three regions. Nobody is buying them in America; we tried the shooting brake CLS, and nobody bought it. The Chinese don’t understand [wagons] and don’t buy them. Then Europe is left, and if you look at a Mercedes E-Class [which is offered as a wagon], it’s pretty expensive – so who can actually buy a car like that in Europe?” Basically, American and Chinese indifference towards wagons means that the economies of scale in developing such a vehicle simply do not make sense, particularly given how much competition legacy automakers are facing from the likes of Chinese brands. The designer did add a “never say no” to his disappointed explanation of the current state of affairs, probably because Mercedes is watching its closest rivals keenly.
Compatriot BMW has teased a longroof version of the new i3, and should this prove successful, Mercedes may well adjust course to make the C-Class more useful, but until then, the GLC crossover will have to do. It’s also worth mentioning that BMW wants to sell more wagons in America, but there’s a key caveat: the status that comes with high performance.
American Buyers Like Wagons, But Only When They’re Fast
Fabian Kirchbauer Photography
Last month, BMW Senior VP of Brand and Product Management, Bernd Koerber, revealed that wagon buyers in America aren’t all that interested in the added usability of a wagon. “The reasons for buying a Touring [BMW parlance for wagon] in the U.S. are totally different. It’s purely the shape,” he said, adding that, from his perspective, the BMW wagon buyer (who has the M5 Touring available) views the bodystyle as a lifestyle choice. Perhaps a fast wagon (such as the new RS 5 Avant) is seen as more performance-minded than a hot crossover, but a “regular” non-M/non-AMG/non-Audi Sport wagon still has a whiff of the 20th century about it. Offered a crossover or SUV for similar money, most everyday buyers find greater security in the taller bodystyle.
Related: The 5 European Wagons That Redefined Practical Performance
With Volvo also shutting the door on wagons for now and Subaru turning the Outback into an almost-SUV, wagon-loving buyers in America have fewer choices than ever, and with nothing to choose from, the likes of Mercedes can’t show the bean counters that there’s a demand worth satisfying. Unfortunately, it’s a chicken-and-egg scenario that is unlikely to change anytime soon.