Mercedes-Benz Ranks as World’s “Coolest” Car Brand; Tesla is Least Cool According to Survey

• Mercedes-Benz rated world’s coolest car brand, edging BMW in 2025 survey.

• Tesla ranks fourth globally but least cool in Canada, Australia and New Zealand.

• Kia, Subaru, Nissan and Dacia face negative perceptions in international rankings.

Mercedes-Benz has been named the world’s coolest car brand for 2025, according to a global study of motorists by MoneySuperMarket. The survey of nearly 5,000 drivers across more than 20 countries placed BMW in second place, followed by Audi, Tesla and Volkswagen.

The research, published in the insurer’s Road Reputations Report, asked participants which car brands they considered the most and least “cool.” Mercedes-Benz secured the top ranking in 16 of the 20 markets surveyed, including the United States, Sweden, Mexico and Canada. BMW led in Brazil, India, Italy and Japan.

Tesla proved the most polarising brand. It finished fourth in the global “coolest” list but was also ranked least cool overall, with Canadian, Australian and New Zealand respondents rating it at the bottom. Globally, 31 % of respondents named Tesla the least cool car brand.

Had they asked us, we’d have named Porsche as the coolest. We’d have agreed with other Canadians positioning Tesla at the other end of the spectrum.

Kia was identified as uncool by 27% of motorists, followed by Subaru at 24%, Nissan at 22%, and the Chinese automaker BYD at 19%. Respondents linked Kia to budget-friendly ownership and slower driving reputations. Dacia also struggled with its image, while Skoda appeared only marginally in the uncool rankings after a recent brand overhaul.

The study also highlighted the ongoing rivalry between Mercedes-Benz and BMW. The two German manufacturers have long competed in the premium segment, with the latest findings tipping consumer perceptions slightly toward Mercedes-Benz.