cometguy

The GTC4Lusso/FF is really a shooting brake... The Sport Turismo is much more significant in body... much closer to a traditional wagon than to the 2-door Ferrari (ignoring driving dynamics).

CanuckGT4

I was thinking about this on the drive to work for some reason..
We should assume the Porsche marketing department had a good conversation about what to call it as well.
Given the disdain for "wagons" in the north american market(and elsewhere?), I would wager they consciously avoided calling it a wagon at all costs, instead calling it something more unique and cool-sounding.
To those who love wagons, there isn't anything wrong with calling it a wagon but i think their target market is larger and less forgiving of the naming.