BEST CARS 2025 goes public: Audience award of superlatives

For BEST CARS 2025, auto motor und sport is pulling out all the stops: Never before has there been a more impressive venue than the Altona Fish Auction Hall in Hamburg for the gala events of Germany's largest readers' choice. The approximately 100-meter-long building made of iron, glass, and brick on the Elbe River, completed in 1896, is the venue for this year's awards ceremony. The manufacturers whose vehicle models garnered the most of the 94,531 readers' votes will be honored. The celebrations for the 836th anniversary of the port also ensure a lively maritime atmosphere.

"It's a very special moment," said Kay Labinsky, Managing Director of Motor Presse Stuttgart, in his welcoming address. "Not only because we are presenting what is arguably the most important audience award in the automotive industry today, but because we are breaking new ground with BEST CARS goes public." For the first time, the familiar backdrop of Stuttgart has been swapped for the port of Hamburg. Making the fascination of the automobile visible, not just for industry insiders, but for anyone who is inspired – that is the goal of the new concept. The driving force: passion for cars. The aspiration: openness to change.

A ship's horn blares loudly, calling the guests to the awards ceremony. Top managers and communications experts from the award-winning manufacturers are called onto the stage one after another. A sense of optimism and renewed self-confidence is evident in the recently battered automotive industry. Votes were cast for the favorites from a selection of 462 vehicles in 13 categories, separated by overall and import rankings. Four brands took home the honors, led by Mercedes-Benz with a four-time win. Alfa, Volkswagen, and Skoda each took first place three times in one of the 13 categories.

The award winners leave no doubt that readers play a key role as opinion leaders and purchasing decision makers. "The recognition from the readers of auto motor uns sport means a great deal to us," emphasizes Max Müller, Brand Manager Alpine Germany at Renault Deutschland AG. He accepts the winner's trophy for first place in the sports car (import) category from Editor-in-Chief Michael Pfeiffer. "For us, it's not just about selling cars; we want to inspire fans with our brand's products."

"Almost 100,000 readers can't be wrong," Oliver Thöne said on stage, thanking everyone. "That's a huge incentive for us." Thöne, a member of the Board of Management of Mercedes-Benz Group AG since February and responsible for Greater China, took home four winner's trophies, for first place in the categories Midsize, Luxury, Large SUV, and Luxury SUV. Among other things, he announced 25 new models, "for here and for China."

Lars Krause, member of the Volkswagen AG Brand Board of Management, also offered a preview as he received the award for first place in the van category for the ID.Buzz from Editor-in-Chief Birgit Priemer: "The great thing about the ID.Buzz is that it's not really a van at all, but an icon – and above all, a camper van. And what could be more exciting than autonomous driving?" He continued: "We want to offer a shuttle service here in Hamburg starting in 2027." Sven Schuwirth, Executive Vice President Sales & Marketing at Seat SA, who received the BEST CARS 2025 trophy for Cupra as "Trend Brand of the Year," announced a surprise: "We have many ideas and many dreams. We will launch a super-sporty car. Come to the IAA!"

As different as the manufacturers' goals may be, one thing is clear: as manufacturers move into the future, the DNA, or rather, the tradition of the brands, must be preserved despite all technological advancements. Whether electric or automated driving: the brand identity remains. Michael Mauer, Head of Design at Porsche AG, also confirms this: "If you know how to combine tradition and innovation, that's a recipe for success." Emphasizing heritage and a strong identity – not only in design – are among the strengths of the German and European automotive industry. His colleague Frank Moser, Head of the 911 and 718 series at Porsche AG, also points to the "extraordinary performance, the high level of everyday suitability, and the possibility of customization."

In the afternoon, the gates to the exhibition with the winning vehicles open. BEST CARS 2025 goes public presents itself to visitors as a kind of automotive pop-up theme and experience world: A good half of the approximately 100-meter-long hall is occupied by the exhibition of the winning vehicles. It's a crowd. The exhibition, in conjunction with the harbor anniversary, also provided an opportunity for auto motor und sport readers Peter Alexander and Rudi Gründl from Munich to take a boys' trip to Hamburg and the fish auction hall. "We really like the concept."

Sponsoring partner Sinn Spezialuhren, participating in the event for the first time, will showcase the latest models for technology-savvy customers at a booth. Food trucks will offer culinary delights, there will be DJ sessions, and live music, including one performed by a genuine shanty choir. "Brands thrive on encounters," said Motor Presse Managing Director Kay Labinsky at the start of the BEST CARS 2025 event. How right he is: it's a pure celebratory mood!