Aston Martin voted UK’s coolest brand

Article by Christian Andrei, on September 29, 2011

It will come as no great shock that Aston Martin has once again won as the UK's coolest brand. With links to iconic brands such as James Bond, Aston Martin has beaten such prestigious companies as Apple, Bang and Olufsen and every other major car manufacturer for the fifth time in six years. Topping off this run of successes is with Aston Martin also winning the automotive brand award

Stephen Cheliotis, Chief Executive of the Centre for Brand Analysis and Chairman of the CoolBrands Council, said that this is a classy, British-built superstar that continues to outperform other sectors in the market. He explained that it doesn't matter who you are, everyone would like to own the coolest car on the market and this is why it remains at the top.

The CoolBrands initiative was created in 2001 and over the last fifteen years, it has spoken with experts, consumers, technologists, enthusiasts and more to establish some of the coolest brands in the UK. It seeks to ascertain what makes them cool, how they compare in terms of their innovations, how original they are, what makes buyers want the products more than any other brand, and how true they remain to their core values.

Consisting of a number of guest judges including this year DJ and Bestival founder Rob da Bank, actress and fashion designer Sadie Frost and award winning music star Jessie J, the team of 36 judges will look through over 10,000 of the most influential and exciting brands before shortlisting them down to 1,500 brands. Consumers are invited to vote to bring this down to just 500 of the best brands still active.

Aston Martin has made many changes over the years and has successfully moved from being a small scale producer to a large scale manufacturer of some of the most innovative cars on the market, including the stunning DB series from the classic DB7 to the DB9 which featured in Casino Royale, the DBS and more recently the DBS Carbon Series as revealed at the Frankfurt Motor Show. And it doesn't end there as Aston Martin's range includes the astonishing supercar the One-77, the beautiful Vantage and Virage ranges as well as the custom, luxurious Cygnet and the breath-taking Zagato which has a V12 engine. It is for this reason that it is one of the world's most recognisable brands.

With over 130 dealers across the world, including new centres in India, Istanbul, Las Vegas, Mumbai, Turkey and the US, the company intends to make the most of the goodwill towards their range and open another four centres in China to fulfill some of their ambitions.

Press Release


Aston Martin has been awarded the prize of the UK’s coolest brand, winning this prestigious accolade for an unprecedented fifth time in six years.

Once again, Aston Martin has topped a poll which comprises an array of leading international contemporary design-driven brands, including Apple and Bang & Olufsen, as well as other leading automotive brands. Aston Martin was also voted the top automotive brand surpassing a host of other luxury and specialist manufacturers to complete a double success.

Stephen Cheliotis, Chief Executive, The Centre for Brand Analysis and Chairman of the CoolBrands Council 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.”

Since it was established in 2001, the CoolBrands initiative has been canvassing the opinions of experts and consumers to identify the coolest brand in the UK, based on factors including style, innovation, authenticity, originality and desirability.

This year’s council of 36 influencers includes music artist Jessie J, DJ and Bestival founder Rob da Bank and actress and fashion designer, Sadie Frost. After 10,000 brands are initially identified, a shortlist of 1,500 brands is established and the panel and consumers then vote to produce a top 500 of the most highly rated brands.

The past decade has seen Aston Martin transformed from a small-scale manufacturer of specialist sports cars to one of the world’s best-known luxury brands, boasting its strongest ever line-up. From the breathtaking One-77 supercar and the elegant yet brutal V12 Zagato to the Tailor-Fit luxury city car, the Cygnet, from the powerful Vantage range and new Virage to the exquisite DB9, DBS and Rapide, every Aston Martin expresses the core values of Power, Beauty and Soul. The Aston Martin range was expanded further at this year’s Frankfurt Motor Show, where the company unveiled the striking new DBS Carbon Series.

Aston Martin is globally represented with a network of 136 dealers in 42 countries, most recently opening new dealerships in Istanbul, Turkey, Las Vegas, USA and Mumbai, India. The company also has ambitious growth plans for up to four new dealer sites in China over the next 12 months, doubling the existing network.

Aston Martin remains at the forefront of contemporary manufacturing, a cultural force that embodies design and engineering excellence, and a brand with a truly special heritage. Renowned around the world, Aston Martin enters the next decade with the promise of radical innovation and change, without losing the core qualities that make this strong, independent British brand so widely revered.

Topics: aston martin, uk, award

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