Kimi Raikkonen and Kamui Kobayashi are cool, but F1's new world champion Sebastian Vettel is not.
That is the view of Ari Koivula, the boss of the Sauber sponsor Mad Croc.
Mad Croc is an energy drink, so it is no surprise that Koivula is critical of Vettel, the most prominent representative of market leader Red Bull.
Nonetheless, Koivula told Turun Sanomat in Finland: "I can say that Kimi Raikkonen's image today is still really cool among young people, while the much younger Sebastian Vettel's is not.
"Dynamic, contemporary young people don't have Vettel's hair style and body language, which gives the impression of a mama's boy.
Dynamic, contemporary young people don't have Vettel's hair style
"What he lacks is a certain aggressiveness," he added.
Of F1's current drivers, Koivula said the "most cool" is Fernando Alonso, but he is also very happy with Sauber's Japanese youngster Kobayashi.
Vettel, however, is undoubtedly Bernie Ecclestone's favourite driver, describing him as a "godsend for Formula One" in a new interview with Sport Bild.