Alfa Romeo has emerged as the winner of the highly coveted “Most Loved Brand” title at the 2025 AutoTrader New Car Awards, surpassing Porsche, which had held the distinction for the past three years. The award, presented by AutoTrader, the UK’s leading online marketplace for new and used cars, is determined by votes from over 200,000 consumers.
The AutoTrader New Car Awards is an annual event that recognizes top vehicles across 23 categories, including “Car of the Year,” “Best Family Vehicle,” and “Best Electric or Hybrid Car.” However, it was the “Most Loved Brand” category that truly stood out this year, with Alfa Romeo capturing the top spot in a closely contested race.
Unlike other categories, the “Most Loved Brand” award does not focus on sales figures or technical specifications. Instead, it highlights the emotional connection drivers have with the brand, emphasizing qualities such as charm and sporty performance. According to AutoTrader, Alfa Romeo’s success can be attributed to its ability to “touch the hearts” of drivers with its distinctive design, dynamic handling, and storied history.
One Alfa Romeo owner described the car as “a beautiful car, with great performance and very comfortable,” while another loyal fan, who has been driving the brand for nearly two decades, praised its superior cornering ability compared to other vehicles in its sector.
Porsche, which had dominated the “Most Loved Brand” category for three years, finished second this year. Despite strong praise from Porsche owners for its exceptional driving experience, Alfa Romeo’s emotional appeal ultimately tipped the scales in its favor. Nevertheless, Porsche remains a strong contender in the automotive industry, maintaining its reputation for precision engineering and luxury performance.
Rounding out the top three is BYD, the Chinese automaker known for its cutting-edge electric vehicles. While BYD did not claim the top spot, its innovative approach to electric mobility and unique design earned it third place, reflecting the growing prominence of the brand among consumers.
Alfa Romeo’s triumph marks a significant moment in the automotive world, showcasing the enduring appeal of its iconic vehicles and their ability to forge strong emotional bonds with drivers.
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