Aston Martin voted UK’s Coolest Brand for fifth time in six years

04 Oct 2011

Fending off some of the world’s leading international creators of design-motivated products, the prestigious title of ‘UK’s Coolest Brand’ has once again been awarded to Aston Martin. Not only was this for an unprecedented fifth time in six years since the award was established in 2001, but the company was also voted the UK’s top automotive brand.

From 10,000 entries 36 designers, style experts and leading figures from the worlds of fashion, music and television, using criteria which include innovation, originality, authenticity, desirability and uniqueness, narrowed down runners to a shortlist of 1,500 – from Agent Provocateur, Apple, Bang & Olufsen, Dom Perignon, Ducati, Ferrari, Harley Davidson, Jimmy Choo and La Gavroche to Liberty, London Tate Modern, Maserati, Morgan, Porsche, Rolex, Stella Artois, Sunseeker and Wonderbra; 2000 British consumers then cast their votes to select 500 finalists.

Behind winner Aston Martin, the top 10 brands comprised first Apple, then Harley Davidson, Rolex, Bang & Olufsen, Blackberry, Google, Ferrari, Nike and Dom Perignon; Maserati was voted the 20th Coolest Brand while Porsche failed to make that final score. Interestingly, the separate male top 10 was headed by Harley Davidson, followed by Aston Martin, Ferrari, Porsche, Lamborghini, Maserati, Jaguar, Nike, Rolex and Ducati, while the female top 10 was also led by Harley Davidson but followed by Jimmy Choo, Apple, Aston Martin, Blackberry, Ferrari, Nintendo, Moet et Chandon, Dom Perignon and Porsche.

Chief executive of The Centre for Brand Analysis and chairman of the CoolBrands Council, Stephen Cheliotis, commented: “Smooth, sexy and sophisticated; British built, high quality and hand finished, let’s be honest, young or old, male or female, opinion former or British public, who wouldn’t aspire to own what is truly the coolest car on the road. Number one in five of the last six years, this British icon is truly the coolest of the cool.”