Aston Martin has been named the UK's coolest brand, winning this prestigious accolade for a remarkable fourth time in five years.
Since it was established in 2001, the CoolBrands initiative has sought expert opinions from an eclectic panel of creative industry specialists and consumers, defining which brands combine desirable products with a dynamic, innovative public image.
Once again, Aston Martin has topped a poll which includes leading contemporary design-driven brands, including Apple and Bang & Olufsen, as well as other leading automotive brands. The top 20 list presents an eclectic mix of new technology and design and engineering classics, a perfect illustration of how Aston Martin's global image fuses tradition and modernity. Aston Martin was also voted the top automotive brand surpassing other luxury and specialist manufacturers.
The judging process involves an assessment of some 10,000 brands, which are then further whittled down to 500 'CoolBrands', from where the ultimate top 20 is compiled.
The past decade has seen Aston Martin transformed from a small-scale manufacturer of specialist sports cars to a major international force in both road and racing cars. 2000 was the beginning of the company's renaissance - a new era - and the start of unprecedented investment in development and production technology.
The years that followed saw the introduction of three seminal Aston Martin models, the DB9, V8 Vantage and DBS, all constructed at the company's ultra-modern factory at Gaydon in Warwickshire, where technology, design excellence and timeless craft skills are seamlessly combined. A dedicated Design Studio was added to the production complex in 2007, housing a skilled creative team led by Aston Martin's Director of Design, Marek Reichman.
2011 will see the first deliveries of the Aston Martin One-77, the ultimate expression of what Aston Martin stands for and combines modern technology and design with craftsmanship and ultimate exclusivity to create the world’s most desirable automotive art form. The One-77 will be built to exacting standards in a new dedicated manufacturing space at Gaydon. Just 77 examples of this hand-built carbon fibre and aluminium sports car will be made, powered by a radically reworked 7.3 litre V12 to create the fastest and most evocative Aston Martin ever made.Published 28 September 2010