Why is the Wagon losing its Footing in North America, when the rest of the world is hot for this Car profile?

It's all in the Marketing:

Long story short, people are turning to the SUV platform because it is percieved as beign "cooler" in their minds. When you boil it down, thats the main general conclusion.  People have this strange reaction when you tell them something or say something like, "you should buy a wagon" or on lady I told her that her Toyota Venza was a Wagon, and she got all defensive and argumentative that it was a Cross over, not a wagon! She exclaimed, when clearly it is mearly a raised wagon platform.    

       What we need in the Wagon platform, is to bring it's cool quotient back, or align it back to a more "cool" idea of acceptance for people to palate.  Focussing on a Diesel, or not a diesel, or fuel economy, etc. is not going to create any momentum or make a difference to this market, regardless of whether they are going to offer the wagon or not. Look at what people think is cool, or sexy in a car, and its a Huge Dodge Ram truck, or a loaded SUV. What do they have? Aggressive styling and posturing, and a whole lot of horse power, yet, you can buy a simpler truck, with less HP and less Styling, but what makes them buy a truck or SUV? Its those ones that are aggressively styled, and have the big HP that make them buy it, it has made it cool, and even thought they can't afford to bump up to that  package at the dealer they buy the entry level one that looks like it anyway. It still makes them feel like they bought that Tricked out one.   So, what we actually need to do is, lobby the auto makers to bring the wagon back with a totally non traditional marketing strategy for the wagon platform.  To brake the chains that define what a wagon is, today,  and that is what I am promoting on my other page

 http://www.facebook.com/SpeedWagonStationWagon                                                              

This page is about shifting peoples relationship to what the Station Wagon Platform "is"  in the minds of North Americans, to show them how great the Wagon can be, and right now.  

   The Cross over and SUV is aligned to the Truck profile, the aggressive, outdoorsman, outdoor sports person, and has pulled people to it and away from the Mini van, and the Station wagon by this rugged alignment and marketing.    

What is the Station Wagon aligned with?

How do we make more Marketing power towards this platform?    

Marketing the Station Wagon in Today's Car Market:

The Wagon is connected to the Sedan, which is connected to Race cars like the Nascar and other world class race car platforms, including the BMW, Porsche and Mercedes Race circuits.  

At  http://www.facebook.com/SpeedWagonStationWagon  you find the connection of what I'm talking about.  

  If we lobby to raise the bar for the Wagon, to it being related to Sports car performance,  this is what will shift the North Americans relationship to what a wagon is, and what a Wagon is for.  This idea is how It is looked at in Europe.   Just look at the Video on our page, of the Motor cycle, and the Audi doing 300 kph together.   Thats's how you market the wagon back to our Show room floors.    For those of you who just want a mild mannered daily driver Station wagon, with the standard under 200 hp engines with fuel economy,  this is how you're going to get it back.  Market to the Sports car, driving enthusiast, and the entry level Wagon will be your 175 to 200 hp model,  with an upgrade in package to a 250 and 300 hp model.  This is a performance vehicle, with Utility.  Much like how they promote the Truck, in that you can put in the normal engine, or pack in thier 500 hp model if you choose, and this is why guys are hooked on trucks, and women find the sexy.   Why do we find Maserati and Corvette, and Mustang Sexy? horse power.  Why do people turn to the Mazda 3 and the similar small car platforms? because they are fast and zippy, look race like, and you can tune them on the mass market to be faster and look really cool.   This is what is completely missing in the mid car marketing strategy, and its why its losing its magnetism, and "cool relationship" with people in North America.   Some Manufactuers get this, and if you look, who is on top of the mid size car?  The European manufactuers.   This is what BMW does, and many other manufactures, and its very successful for them. What Mazda needs, is an "M" like package offer, something that raises the mind of the Market, as to what a mid size car is, and its place in the Market.  This will really put the Zoom back into Mazda. Basically, like their Mazda Speed.       Market the Wagon this way, and we may just get it back, as the wagon platform starts turning heads and making waves once more, and it may effect sales for the Sedan as well.  

   

    This is how it started for the SUV, with Rock stars and Rappers tricking out their SUV's, making them cool, people realizing that their Mini vans were not cool and they were looking for something that didn't brand them as a "family car", and at the time they also had a bad marketing view of station wagons, so they turned their eyes to the SUV.   This is it!  Its all about trend, Marketing and Customer Percetption. Its not about fuel economy, cargo space, convenience, what the manufacturers are trying to sell, etc. etc.  Its about Fashion, and trend, and Market perception.    This is what the Wagon is up against.

These SUV's at the time,  had what looked like all the same things as their vans, and some Station wagons, they got to be "Cool" in an SUV, so they sacrificed road handling, Cornering, and yes, fuel economy, and the ease of loading that comes with a lower wagon for the SUV. Much later on manufactueres caught on to this, like Honda with thier CUV, and created a SUV look alike, that was on a  Car platform, but had a raised wheel base. Mimicking the Jeep in many ways. It had very little off road capability and no all wheel drive. It was basically a riased Hatch back that had been boxed off.  This started the Shift from the uncool Mini Van, to the Cross over.  This trend grew, and jumped to every manufacturer, as the marketing for the wagon continued to be for, and as a Family vehicle, with no cool factor what so ever attempted in marketing.     Its this stigma, fad, trend and fear of not being cool, that has hurt the wagon platform in North America.  Something that is not a topic in other continents at all, the SUV does not share the mass trend in other car markets world wide.   The Wagon platform is seen as a classy and sporty Hauler, and is also known as the best kind of Trailer hauler in Europe as well.   Mazda actually won an award for best Hauling Wagon in Europe within the past few years.    

Case and point, the wagon is not being marketed properly in North America, we need to align it to the Sports Car, and to the Tuning Community to bring back its credibility and cool quotient in our Market.  We need to separate off from the SUV trend, and give it its own Identity.

 Check out  

http://www.facebook.com/SpeedWagonStationWagon

and see for yourself.  

There is a long history of Speed wagons in the World.    

Support the cause, and become a voice for the Wagon at

http://www.facebook.com/Mazda6WagonForCanadaTheUsa

So, lets bring back the Sports Wagon as a Target, Drop it in with the performance vehicles like Sports cars, and Sport Sedans, where it belongs,  and focus on bringign it with 300Hp plus, and when that comes....., the base model will come too.  :)

For a great example of this concept, alive and well in Europe.

Stop in and check out the new 3 series BMW Touring Wagon coming this Summer.

It will be available in base model, as well as a 300 hp model.

Another Company doing it right,  is Audi.

The Grandson of Ferdinand Porsche, drives an Audi Wagon, that is capable of 300 kph on the Autobahn.

See this link on above pages as well.

Zx-10 being overtaken by an audi at 300kmph 

Driving from Augsburg to Munich together with an Audi RS6 ABT (700hp). The total distance of ~50km (~31 miles) was completed in under 15 minutes. That results in a average speed of around 215 km/h (~133 mph). You thought that a litre bike is faster than almost every car?

http://www.liveleak.com/view?i=9d9_1358963331

Station Wagon sales; A Conversation and comparison to the Mazda 6 Wagon

Station Wagon sales;   A Conversation and comparison to the Mazda 6 Wagon

   LISTING MAZDA 6 SALES (INCLUDING WAGON) FIRST, THEN COMPETITORS NUMBERS TO FOLLOW

2009 Wagon Dropped by Mazda.

Look at the sales drop here. 18,000. 

Thats more than the     CX-7 Sold last year.  Or the CX-9

MAZDA 6 SALES: 2008 2009                   2010                         2011                     2012

  US 52,590 US 34,866 35,662                    35,711                    33,756

 2008 was the Last year for Mazda Mazda 6 Wagon was no longer sold in USA and Canada

2009 Look below at the spike in sales from these Manufacturers for Wagon sales!!

Here to follow,  are the Other manufacturers numbers, who not only Make the Wagon, but properly Advertise and market the platform, instead of setting it way back in their sales lots, not featuring them in their ads, and properly Marketing them.

  2009    2010 2011                   2012

Subaru Outback US 55,356, Can 2070 US 93,148 Can 6401       US 104,405 Can 7072    US117,553 Can 7049

-Jumps from 55,356 units, and Doubles in 2010 ! AND KEEPS GROWING.

that is 117,533 Outback Station wagons sold last year.

When will the Manufacturers realize, that most everyone that couldn't get a Wagon for the past 4 years, has bought an Outback?!?!!   And, they have all lost those sales.  Nice deal for Subaru hey?

Even on our posts here on our Mazda 6 Wagon page on Facebook,  people complain they can't get this gorgeous car, and they almost always are considering an Outback instead, due to the fact that its the best of the choices, weighing the options.      When I went to shop for my wagon back in 2003, it was between the Subaru and the Mazda 6 for me, and VW was third.

The options for buying a wagon today, are really flimsy and there are few options.  I would say that few really serve the market either, other than the Outback, and the brest of the rest are very pricey.

The Mazda 6 Wagon, offers the stunning looks that have been missing in Wagon styling since the 2004-5 generation, when it was turning heads.  In between, mazda muddled about with smiley faced cars, and strange elongated headlight eye desings, and flared fenders that didn't intigrate into the body well, and bowed roof tops that took away sportiness, and replaced it with a bubble hearse look that even Mercedes has dropped since in their designs, thank goodness.

What the people would want, is a sporty, more agressive and eye catching vehicle like the 2014 Mazda 6 Wagon.  Sport model preferred.

Why is the BMW so coveted in our society?  Its sharp and sporty looks of course,  if they could make those cars for the same prices as Mazda, they would clean the market.  Its style and looks people want.

They want to "Look cool", to put it basically,  its what started everyone on this SUV kick in the first place.

Its because they feel they look cool, and it makes them feel cool.

Give me the new 2014 Mazda 6 Sport wagon, and I'm going to feel pretty darn cool!

The Mazda CX-5, sold only 42,319 units  in 2012   This is the car that Mazda is pushing the 6 Wagon seeker into, Want a wagon? oh, have you seen the new CX-5? Thats the push.

Yes, I have, it can't corner, its under powered, and although the cargo is taller, its shorter,

I can't drive it like a sports car, and it certainly doesn't look like one either. Its not a areplacement, its a completely different vehicle entirely, save the similar cargo space.

The mazda CX-9 Sold only 204,442 units in 2012

THe Mazda CX-7 Sold only 11,326 Units in 2012

Wagon sales were near to 20,000 units they year before they dropped the platform

that one is less than 9,000 units under what I recall the Wagon did in the year they stopped bringing it to the USA

Maz5 sold only 14,640 units,  a lot lower than the Wagon sales, and a way better car by far, and many reasons.

Wagon sales from Subaru smokes all 3 SUV platforms.

Honda All their sales stayed consistent, as they kept the wagon platform For the TSX Selling near 30,000

Volkswagen Jetta  2008=97,461 for all jettas,  the following year, Mazda drops the wagon, look at the spike in 2009

  108,427 123,213   177,360                   170,424

  Look at that increase in sales for the Jetta !  Wagon Related?  Love to see or find the stats of # of wagons sold

in the Jetta platform, but curious that the spike in their sales coincides with the Dropping of the Mazda 6 Wagon

and Possibly the Mitsubishi wagon, and other Manufacturers dropping the platform.

Mercedes Benz   C class jumped in sales over 10,000 units in 2012

2008 was 38,576

  E class 43,072 60,922 62,922                 65,171

Are these wagon related sales? due to other platforms dropping the wagon, and only leaving a hand full of

manufacturers with the sales?

 I looked at the BMW MX7 the other day,  its cargo space is identical almost in size to my 2004 Mazda 6 Sport wagon.   People are buying SUV's so they can look cool.   Get the message Manufacturers?  Make the Wagon look cool, and give it some sporting power and looks, and you'll sell them like hot cakes.Just look at the Mazda 6 2014 Wagon's sales in North America....... oh right, you can't because its not here.  What a shame,  all that lost revenue for Mazda.   Oh, people will just buy another model because they are loyal Mazda customers you say?  lol,  did I show you the spike in Sales of the Subaru Outback above?  or have you forgotten already.  50,000+ extra sales in one year!!!  Thats 10,000 more than the CX-5 did last year at 50%!

Time to Re-evaluate Mazda.

You're losing customers on this one,   maybe gaining some SUV customers from other companies?Mabye,  but, the the top brand still outsells that by a long shot, says statistics.  What should a Brand like Mazda do? against the big guns of World trade of  Chevy and Toyota?

Niche Market!!

  Look at the Subaru Outback. Case and point.

Thank you in advance, for bringing the Mazda 6 Wagon Back.

Welcome everyone to our Second Post,  all about bringing the 2013 Mazda 6 Wagon to Canada and the USA.

News from our Facebook page:    http://www.facebook.com/notes/mazda-6-station-wagon-for-canada-the-usa/great-post-by-one-of-our-members/148494445307302?comment_id=343518&notif_t=note_comment

Attending the Philadelphia Auto show


Speaking to Mazda Reps:

Great post by one of our Members, P. Williams:

Attended the Philadelphia Auto show Friday night, and spent quite a bit of time at the Mazda booth bending the ear of the Mazda USA rep. I shared some recommendations, such as allowing people to special order the wagon and wait for delivery (which she thought sounded like a reasonable compromise), thst it could be peiced higher than the sedan (no other cheaper wagons on the market anyeays!) and also that it has to be available with a manual transmission. The good news is that she said the feedback at all the car shows has been overwhelmingly positive and consistent: people are very interested in the wagon with diesel and manual transmission. She said all the feedback goes back to Mazda USA and maybe they'll change their mind in a future year. 

Also looked at some other wagons while I was there: the most useful/practical wagons (in my opinion) were the Volvo XC70, the Subaru outback, and the Jetta Sportwagen. The E-class wagon is nice but $65,000. The Audi, Acura, and CTS are all small in seating or cargo space. 

The problem with the Volvo is the terrible gas mileage (18/25 with FWD, worse the AWD). And it's 40,000

The outback is spacious, practical, and even available with a stick shift, but the AWD gives it mediocre gas mileage - it's rated 24-30 or something. And it's not so wagon-y anymore. The price is more reasonable in the low 30's

The jetta TDI is nice, well-proportioned, gets great fuel economy ( high 40's on the hwy by account of a current owner I spoke with), and is even available with a 6-speed manual all the way up the trim levels. The price is sub 30K, so the only 2 drawbacks are the size (a little small) and VW's less than stellar reliability record of the recent past. 

My wife will force me into an outback if the 6 wagon doesn't make it's way over here.

Thanks for sharing that with us all!

and we need more Wagon Warriors like you! :))

Keep up the good work,

and to everyone, it doesn't hurt, to call, or go into your local Mazda dealer and demend to have your wagon, and to demand to be put on a list of buyers that would buy the wagon when they awaken, and bring it back to us.

Also, feel free to message Mazda at thier official websites, and contact Mazda Corporate.

Several of us have written to the Mazda USA website contact, and the Canadian one as well.

I myself, have contacted and emailed several dealerships accross the country as well,  many of which, share our desire to have the platform back, and are in discussions with Mazda Japan about trying to get it back.

Thanks again!

Good luck to us all.

Conclusion, if you love this Platform, the Mazda 6 Sport wagon, or station wagon,  you need to get your voice heard, and contact Mazda corporate at their official websites, and also lobby them on their facebook pages.  They make this car!  its in other countries in the world, for sale, its Mazda who is choosing not to bring this fantastic car to our shores.  Your voice matters, and thanks to those who take the step and be proactive.  

Answers to this post:

Q: What's the size of the wagon storage area? Probably will be hard to beat CX-5.
A:  CX-5 is over one inch shorter in cargo length to my 2004 wagon. I personally measured it. It may be taller in height in cargo. The cargo is fairly comparable, but my mountain bike would need a tweek to get it into the CX-5, it might fit, but its tightin my wagon with longer cargo space. The real differnece between the two, is, that the Wagon is a sports sedan with the trunk switched for a fifth door, and more cargo, where as the CX-5 is a lifted hatchback, trying to be an SUV, without all the SUV perks. Where CX-5 fails in comparison to the wagon is power, considerably lower. And in road an track review, the professional driver was surprised at how he had to reduce speed considerably when cornering due to roll, a factor repeated with any SUV or CUV. Also. The reason is It has a much higher center of gravity, making it more tippy, which also reduces the efficiency of the tires holding onto the road. It's raised frame has a higher ground clearance, good for off road, yet most people will never use or need this in daily driving, where as the wagon has a lower center of gravity, and has greater ground effects, which pull the wagon to the road giving it superior road handling and cornering ability and safety. Basically It's not a truck, it's a sports sedan, with utility. People are buying SUV's and Cross overs because it is the trend, its fashionable, not because its the best platform. It's not faster than a wagon, its not safer, and it has a higher gas consumption, and cargo is comparable. There are no real benefits, other than Fashion, unfortunately, we are not being given much choice these days in that regard.

Also:
CX-7 I measured was a longer Cargo area than my 2004 Wagon, the CX-9 was just over a foot longer. With these two choices however, you are definitely into a much larger and bulkier Truck Platform. If you want a truck, then its great. Trouble is, if you want a sportier sedan, but don't want to compromise on the Utility of say, a wagon, there is no choice. There is only the M3 hatch, or you have to jump up to the CX-5. Aesthetically, the CX-5 is a good looking vehicle, it has similar styling to the new Mazda 6 Wagon, except that on the CX-5, it looks cute, where as on the wagon it looks more like a Panther. Which is interesting, as the designer of the Mazda 6 2014, was inspired by the Cheatah I believe. For me, it reminds me, and harks of the Maserati, or the Aston martin in its front end styling. Its just a gorgeous car, and we would like the choice. If you want an SUV, or Cross over, great! If you want a Wagon? we should have that option. The sales of the CX-7 last year, were lower than the Wagon the year before they stopped bringing it in. Why have 3 suv like platforms?? Seems to me the CX-7 is the one that should go, and bring back the wagon

Bring the Mazda 6 Sport Wagon back to Canada and the USA

Story to follow below these photos selected from our page at:    Scroll Down

http://www.facebook.com/Mazda6WagonForCanadaTheUsa

Our Partner page:
http://www.facebook.com/SpeedWagonStationWagon

+Mazda 6 Wagon for Canada and the USA

Introduction to our Page:

Hi everyone, this is the first post on Blogger, but we've had a page up in Facebook for some time now, and the group is growing quickly.   Come and join us, and spread the word.

   Help To: BRING The Panther back! This Gorgeous car should be here. Help Lobby Mazda to Bring it back! We want our Sports Car Utility Vehicle, Bring it with 250 HP + Please! Also, this page is to celebrate the Mazda 6 Wagon Through the Years

Mission

The purpose of this Blog page is to celebrate the Mazda 6 Wagon. And to lobby the Car maker, +Mazda Corporation, to bring it back to North America. Also to lobby them to bring in a Sports car Model Wagon, in line with other Sports car Wagon models sold in the rest of the world.

Description

What is the:
SPEED WAGON, Sport Wagon?  Station Wagon, Long Roof.

Comparisons are there are:

The Sedan and then Sports car.
The Station Wagon, and the Sports Wagon-Speed Wagon

What is a Speed/Sport Wagon?
There is a 1960's Volvo, with all Volvo parts, that has beaten Several Ferrari's on the Track. See its photos in the Volvo Album in the Speedwagon page.  Its a custom build, but, its all Volvo.
A quote from GM.ca About the new Cadillac Sports Wagon
"There's more power on tap than you get in a Porsche 911 Turbo S* - 556 hp, to be precise".

THIS IS NOT AN SUV WITH UTILITY IN THE BACK,  THIS IS A SPORT WAGON!

Before there were Cars, A Wagon was pulled by Horse Power.
Now, the Wagon is pulled by Hundreds of Horses.
With the invention of the Car, Wagons are pulled by a different kind of horse power, even as much as 500 HP and more when driven right off the manufacturers car lot.
'The Station Wagon', as it was first known, was the first car wagon. It got that name, as it was used to transport people to and from the Train station with all their bags and gear, thus the name "Station wagon".
As the "car" evolved, we no longer needed the trains for fast transport, and the "Road Trip" was born, and who lead the charge? The Station wagon, which became the Locomotive in its own right, left the station and becomes the touring wagon, the family wagon, the hauling wagon, the everything wagon.
    As Horse Power was explored, power was added to all cars, for towing trailers, and eventually for speed, and sport. That extra power for hauling and pulling was a real treat for Wagon owners, with sneaky power.

The Sport Wagon is Born. Adding hundreds of Horses, and later into the 1960's we see the birth of the Muscle cars, and the Wagon becomes a Powerhouse, you can find photos of Racing wagons all over the net, drag racing was king in the 60s and 70s of course.

    Speed Wagons are raced on the streets, get amazing paint jobs, big horse power, and all the trappings of daily use are still at your fingertips. Race a guy down main street while you go on a run to the hardware store? Why not. Wagons are suped up and Drag raced down the 1/4 mile at neck snapping speeds.
In the 70's Drag Racing is King, and the Wagon is seen all over, roaring down the strip.
Want to see this alive and well in America today? check out the Dodge Photo Album on our Speedwagon Facebook page, and what culture sprung from the Magnum. Custom paint, super Hemi engines and more.

All over the world, the wagon grows in the hearts of little boys and girls, playing in the back of its long deck, under the long roof.

Today, we are seeing people turning from the Wagon in North America, and its because the Manufacturers got their wires crossed and their perspective too. Why were North Americans buying big SUV trucks and tricking them out? One of the many reasons was because of the huge V8 Horse power, a sign of prestige and power. The wagon was ousted by the Mini Van as a Family Car. Where is the spot for the Wagon? The Manufacturers got a glimpse of the future, and made a few Sport wagons for a short time, that fit the bill. Volkswagen Turboed their wagon, but didn't give it the face lift and quality interior it needed, Dodge brought the Magnum with any level of Horse power you wanted, it got its own cult following, Mazda came out with the 6 Sportwagon, although under powered for its sporty speedy looks in 2004, then Mazda lost the vision and went back to a family style mentality once again, losing the sporty looks, but upping the horse power on the wrong look, and a bit late. Other Manufactures like Mercedes and BMQ still hold the Wagon in their lists, and see the Sport Wagon importance.

Who is seeing that the Sport Wagon is a niche wave of the future?
Porsche, BMW and Mercedes, Bently. The top Sports car style companies in the world today. Coincidence? They see the niche. The wagon is no longer the mini Van of the Family unit.
Then what is it?

Why a Wagon?

-Well, just because you're a family person, doesn't mean you want to give up your Sports Car does it?   
-What if you only have room for 1 car? or, don't want to commit to 2 cars? 
-A sports car and an SUV? or A Sports car and a Mini van or sedan for the family or partner?
-Why can't you have Sports car performance, and family utility? or even single person Utility??

Porsche reverse engineered their Wagon style +Panamera for the world only in recent years. They were a sports car only company, so why a Wagon 4 door car now? Simple, they saw the niche and that their Sports Car clients and enthusiasts wanted a faster, sportier and speedier family style car. 
-Plus! In a 2 seater sports car, we all know the back 2 seats are useless, right? and if you have 3 or 4 passengers, and you're on say, a road trip, where does your stuff go?? Where do your ski's go? your bikes? your surf gear? your camping equipment? Your DOG? Pile it on top?? Reducing aerodynamics, gas milage, looks, etc. etc.
Porsche engineers a sport Utility Vehicle, more sport, than utility, and the light goes on. They see the market for reality sake, and make a 4 door Panamera. Why "Pan Amera" Sounds like across America yes? So, its targeted at North America, because we love our Road Trips, and we Want to take our stuff along on it, and drive at 100 mph!

Speed wagon is the future of the Sports Car Utility Vehicle.

Its Sports car First, Utility Second, but you'll use the Utility all the time!!

Take me for instance, I want a sports car, but I need the utility of a wagon. My 2004 Mazda 6 Sport wagon, is way easier than the 4 Runner SUV I had before it. I can put 2 mountain bikes in the back, without removing the wheels in a about 1 minute, close the hatch, and race away to the mountains to bike. My 4 runner, I had to remove the wheels, and jimmy the bikes around the wheel wells, not as easy, and then had to fiddle with putting the wheel back on right after. Plus, it was no sports car, it was a truck, I had to sacrifice sporty driving for the 4 Runner.

Sports Car Attributes:
Idealy, I feel a Sport wagon should have over 250 HP, although my 6 came with 220, that feels really sporty and peppy, but I did want more at the time I bought it, nearer to 300 hp.  I plan to mod it to more HP, about 255 when I'm done. Stock wagons are being offered at about 179 hp and up to 300 or so.

Performance:
Handling is far superior to an SUV or Cross over, not even a comparison. Which you can read about in virtually any road test of an SUV or Cross over in any sports car magazine, they usually discuss having to slow down considerably in the cornering.
Looks like a Sports Car, not a Truck.
Drives like a Sports car, not a Truck.
Has all the Utility of an SUV!
Drives like a Sports car!!
It is a Sports Car!
Sport Wagon. Speed Wagon wins.

Utility:
-Carry your Guitars and amps to a gig, or a friends place for a jam,
-Dogs, have their own space in your Speed Wagon.

-Access to a roof rack is at or below shoulder height, you don't need a ladder like on an SUV.
-Hardware store Runs are easy in your Wagon. My Mazda 6 Sport Wagon can take 8' boards easily and more, my step ladder goes in easily.
-Travel: Carry everything you want for your trip, you don't have to leave anything, or anyone behind, because you have the back loading area, plus a long roof if you need it, attach a hitch, and pull more. lots of room for passengers.  In Europe, the same platform Mazda 6 Wagon, with the same horse power is rated one of the best Towing cars in Europe.
- Friends, bring your friends and their stuff anywhere, and do it in style and have a great drive getting there.
-Camping. take 1 car. 3 or 4 friends, and all your camping gear... get there before anyone else, because you have a Sports Wagon.
-Business. Own a business? I did, haul anything and everything around with ease.
-Sports. Haul you bikes just by opening the hatch and tossing them in, I can get in 2+ bikes without removing the wheels.
carry your 3 hockey buddies and all their gear. Haul the kids and all their sports equipment to the meet, match or game, take the dog too! and beat everyone else there in style with your passengers big smiles.

- Best part, when you're not hauling stuff, you have have a Sports Sedan!!

Conclusion:
The Station Wagon, and Sport Wagon, has been a part of the fabric of our culture from since the beginning of driving, and before.
  The trend of buying into the SUV and Cross over Market, is a trend only, and will not sustain into the future as a platform for the masses,  like all trends, people will see what they are sacrificing by going to a truck.

SUV's people think are safer, though they have a much higher roll over rate than the station wagon, by a long shot.  They have a very high centre of Gravity.  So, not safer.   When you hit something in a collision,  you may roll.  As for road handling,  in the photo above, is a Jeep doing 40 miles per hour on an official test track, and it almost rolls in a test turn and Fails the test.
Misconcepton:  SUVs are safer, they may feel safer, because you are higher up, but the stats show it is much safer in a wagon.

I don't know about you,  I love a sport car,  sure, I like the SUV's and I've even owned a 4 Runner,  I sold it for my Sport wagon, because I wanted to drive something sportier, that could corner and be more responsive and more fun to drive, but I didn't want to lose my Utility.
by buying the Mazda 6 Sport Wagon in 2004,  I got more cargo space, and the sporty driving I wanted.

On  as sad note:
 Mazda has no plans to bring the Wagon platform at this time to Canada, or the USA.  Its a tragedy and a crying shame.
  The buzz is, that it wasn't selling enough, so they pulled it,  but how are they to know if the sales numbers would have gone up? if they don't even offer the platform??
The only conclusion, is they want us to buy the pricey SUV platforms.
Also they are following the trends, and offering their CX-5 as a consolation prize.
Sadly, it is way under powered, shorter cargo, and its tall, not a sports car design, so no, its not an option for a Wagon buyer.

They year that Mazda drops the Mazda 6 Wagon,  Toyota comes out with the Venza, Promoted as a "Cross over" but clearly a wagon.  It sells over 40,000 units, outselling all the SUV platforms presented by Mazda last year, by 2 x or 4 times.  And Mazda has no wagon to compete.
  Bad choice Mazda,  bad choice.

Stay tuned for more insights into the Mazda 6 Wagon.