The "wagon" moniker is a turnoff, in itself, same as saying "minivan". Find an new acronym (à la "SUV") that's without negative stereotypical associations of yesteryear... add "Sport" to the mix, and you'll see wagons make a broad market comeback. Lots of advantages over an SUV, of course.
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—Steve
'19 MX-5 Miata GT-S soft top
Past BMWs: two '57 Isetta 300s, '70 1600, '72 Bavaria, '78 320i, '18 M240i
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