There is nothing wrong with "wagon" or "touring". I think in Europe there is nothing wrong with "touring/wagon" reputation. I think it is actually better than SUV's.
I might be biased as I was waiting with one with xDrive and was quite pissed when I found out that there will be no xDrive for F31 until next year. So I almost went with F30 xDrive (because of snow and lack of road maintenance during winter - at least where I live). Then I looked at my bike and wondered where I should put it in sedan and then I tried to picture strapping my windsurfing gear to sedan. I also liked the look of F31 more than F30 (at least on pics). Finally decided to go with F31 MW Luxury Line with some gizmos. I decided to gamble a bit and even ordered Individual leather (Kashmere Beige / Black).