What does your car say about you? More than you might think, according to a massive new global study that has pitted the world’s biggest automotive brands against each other in a battle for road-trip royalty and car-park credibility. The results are in, and for New Zealand drivers, the verdict is both surprising and decisive. According to the “Road Reputations Report” commissioned by MoneySuperMarket, Kiwis have crowned Mercedes-Benz as the coolest car brand on our roads, while simultaneously labelling Tesla as the least cool.
That’s right. The darling of the EV revolution, the symbol of cutting-edge tech, has been voted to the bottom of the cool list right here in Aotearoa. It’s a fascinating insight into the Kiwi motoring psyche, suggesting that our definition of ‘cool’ might diverge from the global hype machine.
The Battle of the German Behemoths
The study, which surveyed nearly 5,000 motorists across 20 countries, reveals a global tussle for the top spot between two long-standing German rivals. In what the report calls the motoring equivalent of Nike versus Adidas, Mercedes-Benz has narrowly pipped BMW to be crowned the world’s coolest car brand for 2025. The three-pointed star took the top honour in an impressive 16 of the 20 countries surveyed, including New Zealand, the USA, and Sweden. BMW, meanwhile, secured the number one position in powerhouse markets like Brazil, India, Italy, and Japan.
So, what gives Mercedes the edge? The brand’s legacy of luxury, engineering excellence, and timeless design undoubtedly plays a huge role. The report also points to a previous study that found Mercedes-Benz to be the most popular ‘first car’ choice for wealthy influencers, which may have helped cement its status at the pinnacle of automotive cool. The global top five cool list is a predictable who’s who of premium and popular marques: Mercedes-Benz (76%), BMW (72%), Audi (69%), Tesla (45%), and Volkswagen (38%).
The Tesla Conundrum: Divisive, Debated, and Decidedly ‘Uncool’ in NZ
The most polarizing result from the survey undoubtedly belongs to Tesla. The American EV giant is a true automotive paradox, securing third place in the global ‘cool’ rankings while also topping the global ‘least cool’ list. This stark division highlights just how polarizing the brand has become. While many see it as the future of motoring, others are clearly not convinced.
Here in New Zealand, the verdict was less ambiguous. Alongside drivers in Canada and Australia, Kiwis placed Tesla firmly at the top of their ‘least cool’ list. But why? Is it the minimalist, screen-dominated interiors that leave traditionalists cold? Is it a form of brand fatigue, seeing them silently multiply on our city streets? Or perhaps it’s a cultural reaction to the hype and the sometimes-fervent online fanbase that surrounds the brand. Whatever the reason, it seems that for now, Kiwis prefer their cool with a little less Silicon Valley and a bit more Stuttgart.
Wait, Subaru is Uncool?
Beyond the headline-grabbing Tesla result, the ‘least cool’ list throws up some other interesting names. Globally, the report identified Kia, Subaru, and Dacia as brands that motorists deemed uncool. The full rankings also place Nissan and BYD in the bottom five alongside Tesla.
The report suggests Kia’s reputation might be hampered by perceptions of its drivers being too slow, combined with its popularity as an inexpensive runaround for younger and older drivers. The inclusion of Subaru, however, might raise a few eyebrows here in NZ. A brand built on a legacy of WRC dominance and all-wheel-drive capability, Subaru has long been a Kiwi favourite for everything from the school run to a weekend blast down a gravel road. To see it on a global ‘uncool’ list feels slightly jarring from a local perspective. Meanwhile, the report gives a nod to Skoda, noting that its successful brand overhaul in recent years has helped it avoid a significant appearance in the uncool rankings.
Ultimately, the survey reminds us that ‘cool’ is a deeply subjective and ever-shifting concept. What one person sees as innovative and exciting, another sees as ostentatious or impractical.
