Aston Martin third coolest brand in the UK
Aston Martin has been named not just the coolest car brand in the UK, but the third coolest brand overall.
Aston Martin is third only to Apple and YouTube respectively. The only other manufacturer in the top 20 is Mercedes-Benz in 16th place. Facebook doesn't make the top 20.
The results are in the eleventh annual CoolBrands survey, with results determined by 3,000 consumers and a panel of 39 experts. Mercedes-Benz makes its debut in the list, while Maserati and Ferrari - which featured last year - have all dropped out of the top 20.
Aston Martin has recently unveiled major updates to its Sports GT DB9, whilst the new Vanquish super GT has also created a stir. Its revived DB5 also got a great reception at Goodwood, while a DB5 is also expected to feature in the new James Bond: Skyfall movie, released in the UK on 26 October.
Mercedes-Benz is currently attracting attention for its upcoming CLS Shooting Brake and new A-Class. The SLS AMG is currently spearheading Mercedes-Benz's market strategy in European territories.
"It is interesting that in this age of austerity our perception of cool has increasingly shifted from aspirational, luxury brands to free or more affordable brands that provide us with pleasure," said Stephen Cheliotis, chairman of the CoolBrands expert council.
Communications Director at Mercedes-Benz, Rob Halloway, commented on the results by trying to describe what cool is. "I think by its very nature, coolness is in the perception of others. I think that cool things have a certain style, elegance and swagger about them.
"Cool people possess all these qualities, and cool brands blend a timeless quality with absolute topicality. It sounds like an oxymoron, but that's what makes cool "cool". Like style over fashion, cool endures where trendiness tends to be transient."
Written by John Meadowcroft