Cars carry stories. Some sweet, some bittersweet. A passing shape, a familiar silhouette, a moment that transports you back to another time. That’s why I’ve never believed that cars are just metal and wheels meant to get you from point A to point B. People who think that must live a very hurried life. Which brings me to an uncomfortable truth for some: there is a Volkswagen SUV that feels more luxurious than one BMW X5. That car is the Volkswagen Touareg.
The Touareg – Luxury is not always where you expect it
When people talk about luxury, Volkswagen rarely comes up. That space is usually reserved for the German ‘big three’, with BMW often positioned as the benchmark for premium performance and status. And to be fair, BMW has earned that reputation over the decades. But luxury has changed. It’s no longer just about sharp handling, aggressive styling, or how quickly a car can impress you on a short test drive. True luxury reveals itself over time: in comfort, tranquility and the feeling a car gives you after hours behind the wheel. That’s where the Volkswagen Touareg quietly rewrites expectations.
An unexpected weekend companion
When Volkswagen sent the Touareg for a weekend getaway, I did what any car enthusiast would do: I lived with it. Mini road trips, long stretches of highway, moments of quiet reflection. The kind of driving where a car stops being a machine and starts becoming a companion. The Touareg arrived with an estimated range of just under 900 kilometers, thanks to its efficient turbo-diesel powertrain. And that alone says something about its purpose. This isn’t a car designed to show off. It is built to go far – physically and emotionally.
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The quiet confidence of the Touareg
The Touareg has always existed a bit outside the spotlight. It’s Volkswagen’s flagship SUV, but it doesn’t shout about it. There’s no aggressive design language, no desperate attempt to look sporty. Instead, it behaves with confidence and restraint. In the R-Line version, the design has been tightened up just enough. Subtle sports accents, large alloy wheels and a sleek surface give it a look without drama. It looks expensive without putting in too much effort – something many luxury SUVs struggle with these days. Step inside and the atmosphere immediately changes pace.
A cabin that knows when to breathe
The luxury argument really begins in the interior of the Touareg. There is a feeling of tranquility as soon as you sit down. The materials feel well thought out. The layout is logical. Nothing tries to impress you unnecessarily. The digital cockpit combines a 12-inch driver display with a large central touchscreen, but unlike many modern interiors, it doesn’t feel overwhelming.
Yes, I still prefer physical buttons – touchscreens can be distracting – but everything here feels measured. The chairs deserve special mention. In the higher versions they are leather wrapped, heated, ventilated and massaging. Long rides feel shorter. Fatigue fades into the background. This is comfort done right. And that’s where the Touareg starts to feel more luxurious than some BMW SUVs.
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BMW builds exceptional vehicles. No argument there. But in recent years, many BMW interiors – especially in mid-range SUVs – have relied heavily on sharp images and digital dominance. Glossy black surfaces, layered menus and aggressive design elements look impressive, but can feel tiring over time. The Touareg goes in the opposite direction. It prioritizes rest. The road noise is muffled. Wind noise is barely perceptible. The cabin feels isolated from the outside world in a way that reminds you what luxury used to mean. That’s more important than people think.
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Ride quality over road ego
On the road, the Touareg feels composed and mature. The available air suspension adjusts effortlessly, lowering itself at highway speeds for greater efficiency and increasing ground clearance when necessary. In off-road environments, clearance can exceed 10 inches – impressive for a luxury SUV. Unlike many BMW SUVs that prioritize strength and sharpness, the Touareg focuses on smoothness. It absorbs poor surfaces without any problems. No unnecessary information is sent via the seat or steering wheel. It just slides. For everyday use – commuting, long journeys, real life – it feels more luxurious than outright sportiness.
Although the Touareg is no longer sold in the US market, global versions – including the one tested here – still offer a turbodiesel V6 that perfectly suits the car’s character. The 3.0-liter V6 turbodiesel produces approximately 255 hp and a powerful 443 Nm of torque, combined with an eight-speed automatic transmission and permanent all-wheel drive. The acceleration is effortless rather than dramatic. 0 to 100 km/h takes about 6.5 seconds, and passing on the highway requires little more than a gentle press of the accelerator. Fuel economy works out to around 23 to 26 mpg combined in US terms – impressive for a vehicle of this size and power.
This is torquey, relaxed performance. The kind that makes driving feel easy and not urgent. The Touareg’s all-wheel drive, off-road modes, hill descent control and all-wheel steering give it real capabilities that go beyond the tarmac. It doesn’t pretend to be rugged, but it actually is. And yet it never feels out of place in the city. Tight parking situations are made easier thanks to the rear-wheel steering and visibility is excellent. This duality – comfort and capability – is something BMW often charges a premium for.
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Price reality (American context)
If the Touareg were sold in the US today, the comparable price would likely be between $65,000 and $70,000, depending on specification. That puts it directly against BMW X5 trims that are often more focused on performance branding than a true luxury experience. And that’s the awkward part. In everyday use, the Touareg feels more relaxed, cohesive and mature than many BMW SUVs in the same segment.
Quiet luxury still exists
There is a growing appreciation for ‘quiet luxury’: products that don’t rely on logos or aggression to prove their value. The Touareg fits that philosophy perfectly. No need for oversized grilles or dramatic lines. It does not require attention. It simply delivers an experience that feels complete. The kind of luxury you notice when the road stretches and the stress disappears.
Some say cars are nothing but tools. But for those who live for the journey, cars like the Touareg become something else entirely. They are companions. Storytellers. Sometimes even healers. The Touareg shares DNA with vehicles like the Porsche Cayenne and Audi Q7, and you feel that depth in the way it drives. My only real gripe remains the touchscreen-heavy interface, but that’s a minor gripe in an otherwise very satisfying package.
The idea that a Volkswagen could feel more luxurious than a BMW will upset traditionalists. But luxury is no longer about badges. It’s about how a car fits into your life. The Touareg doesn’t scream. It holds no attitude. It simply understands that refinement, comfort and tranquility still matter. And sometimes the most luxurious car in the room is the one you don’t need to tell it is.
Sources: Volkswagen, The EPABMW
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