For as long as the modern automobile has existed, automakers have innovated new methods for carrying greater amounts of passengers and cargo in increasing comfort and style. Not completely satisfied with the capability of pre-WWI American cars, early aftermarket coach builders set to work creating the first vehicles modified to fulfill these evolving needs. Known as depot hacks upon introduction, these custom wood-bodied Model Ts fulfilled commercial uses mainly carrying passengers between platforms at train stations. After the post-WWI military drawdown, production refocused on civilian needs, and Star, a division of the obscure Durant Motors, introduced the first ever factory built station wagon in 1923. Throughout the rest of the interwar period, the majority of America’s OEMs caught on to the station wagon trend, producing evermore expensive and complex factory-built station wagons, often including real wood paneling. While GM introduced the Chevy Suburban in 1935, the first ever fully steel station wagon style vehicle, other OEMs such as Chrysler continued to push the body style upmarket, with the 1941 Chrysler Town & Country positioned as the company’s most expensive model. As war again ended US civilian vehicle production, one thing was certain: station wagons were here to stay.
The post-war to oil crisis era could be considered the golden age of the traditional American station wagon. In the 1950s, demand for vehicles that could accommodate many passengers for an affordable price skyrocketed as a result of the Baby Boom. In response to the growing demand for family oriented vehicles in suburban environments, auto manufacturers began producing mainline station wagons built on car platforms. Notably, the first vehicle to fulfill this new demand was the 1949 Plymouth Suburban, a nameplate which had a near-30 year production run. During this time, station wagons could be purchased from any OEM division or brand with a diverse set of body styles including but not limited to two door, four door, pillarless, and hardtop variants. Coupled with the growing popularity of high performance V8s and the concurrent muscle car era, station wagons could even be configured with performance options (though station wagons were bemoaned as incredibly boring at the time). For example, in 1969, Ford’s iconic Country Squire was available with both wood paneling and the 429ci V8 producing 365 hp, offering enough room for the whole family to ride comfortably while tearing up the local dragstrip. This golden era of performance wagons did not last long however, as the 1973 Oil Crisis killed these high horsepower engines in favor of safety, emissions control, and fuel economy.
Interestingly, while the sun had set on the golden era of station wagon design and performance by the mid 1970s, station wagon models were selling better than ever. In fact, 1976 was the all-time apex for station wagon sales. That year, just shy of one million station wagons were sold, accounting for 10% of the total new car market. While boring, slow, and visually unattractive, station wagons still filled an important and unshakeable role for domestic consumers. However, as the 1970s drew to a close and economic conditions worsened, many storied station wagon models were axed after decades of production. The Big Three went about downsizing both platform and engine sizes to meet customer demand for smaller vehicles with better fuel economy to match Japanese imports, killing off many full sized V8 powered wagons. Furthermore, American OEMs were in increasingly dire financial trouble, forcing AMC to partner with Renault to survive and Chrysler to look towards revolutionary innovations to avoid bankruptcy and possible dissolution. Only a 1979 bailout of the company by the Carter Administration kept Chrysler afloat, and with legendary Ford executive Lee Iacocca now at the helm, the saga of the station wagon was about to change forever.
In 1984, Chrysler debuted the first modern American minivan (VW introduced their iconic bus in 1950). Badged as the Voyager for Plymouth and the Caravan for Dodge, Chrysler based the new minivan on the transverse front wheel drive S-platform. Utilizing the fuel-efficient inline 4 cylinder from the company saving K series, Chrysler launched the new style of vehicle to enormous success. Selling almost a quarter million minivans in the first model year, the Voyager and Caravan not only helped save Chrysler, but also started a broader industry trend. The American public’s desire for minivans resulted in GM releasing the Chevrolet Astro and GMC Safari the very next year, and Ford following with the Aerostar in 1986. Minivan sales quickly outpaced that of traditional station wagons, and the last domestic full-size station wagon models ended production in 1996. Minivan sales reached their zenith at the turn of the millennium; 1.4 million minivans were sold in 2000, around 10% of total volume sold that year – nearly identical to the station wagon market share in their most popular year. Every automaker doing business in the United States was producing at least one minivan model at this time, and iconic name plates such as the Toyota Sienna and Honda Odyssey found themselves at the forefront of the minivan wars in the leadup to the 2008 Financial Crisis. Though dominant for three decades, consumer tastes always change, and in the post-Great Recession world, the staying power of the minivan has faded fast.
By 2013, OEMs such as Ford, VW, Mercedes, and GM ended production of their various minivan models, refocusing on crossovers and SUVs. Concurrently, some station wagons were still for sale, mainly from European and Japanese OEMs. In the US, consumers could pick between Porsche, BMW, Mercedes, VW, Audi, Jaguar, Volvo, Acura, Subaru, and Cadillac if they wanted to purchase a station wagon. In the decade since, most of those models have survived, albeit appealing to an increasingly niche enthusiast market. Like the rest of the industry, station wagons are trending towards hybrid and all electric powertrains. Porsche’s powerful EV Taycan 4 Cross Turismo gives us a glimpse into what the future holds for the station wagon segment; models appealing to enthusiasts through their classic designs, luxurious interiors, and undeniably fast powertrains. BMW and Volvo are likewise building hybrid station wagons, and if demand holds, new EV models are around the corner for the next generation of buyers.
As for minivans, five options survive for model year 2025 in the US: the Kia Carnival, Toyota Sienna, Chrysler Pacifica, Honda Odyssey, and the all new VW ID Buzz. As the first all electric minivan, the ID Buzz has drummed up significant media attention and interest from consumers. The modern take on the iconic VW design coupled with a brand new all-electric powertrain is poised to be a hot entry into the family-sized EV market. If popular enough, perhaps other OEMs will look to convert their existing ICE minivan designs into new EV market offerings. Chrysler, Toyota, Kia, and Honda all offer their 2025 minivans with hybrid electric powertrains. It is perhaps a matter of time before these vehicles, long considered to be boring, are made into exciting new EV offerings with the ability to capture the hearts and minds of consumers and critics alike.
Though nowhere near the demand of 25 years ago, minivans, like station wagons, continue to appeal to a specific segment of the market, and as a result, OEMs are willing to continue to refresh and release new models to cater to these consumers. Ironically, while minivans “killed” the station wagon as Americans once knew them, both vehicle segments are similarly positioned towards the edges of SUV dominated mainstream preferences. However, with the propagation of EV technology through exciting new models such as the Porsche Taycan 4 Cross Turismo and the Volkswagen ID Buzz, new life may yet be breathed into the mass market. Only time will tell if there will be a mass resurgence in demand for the American station wagon or minivan, but the willingness for manufacturers to invest in adding the latest and greatest mobility technology into new vehicles within each segment bodes well for the future of each in an increasingly electric world.
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