In an unprecedented move by the CoolBrands Council, Aston Martin has been awarded the UK’s coolest brand for the second year running.

CoolBrands is an initiative operated by the Superbrands organisation and presents expert and consumer opinion on the UK’s strongest brands. It is considered to be a key barometer of the nation’s coolest brands, people and places and a benchmark for brand success.

This year’s council includes Radio One DJ Trevor Nelson, designer Ben de Lisi and Director of the Institute of Contemporary Arts, Ekow Eshun.

Stephen Cheliotis, Chairman of the CoolBrands Council for 2008 commented, “The top twenty cool brands are a reflection of our changing needs, wants and interests. On the one hand, things can become cool by virtue of their necessity or prevalence in your life. On the other, the things you really want but may know you’ll never get.”

Under the leadership of Dr Ulrich Bez, Chief Executive Officer since July 2000, the Aston Martin brand has strengthened significantly, with new headquarters, new models and an enhanced dealer experience.

At the Pebble Beach Concours d’Elegance in California in August, Aston Martin unveiled the production version of the eagerly-awaited DBS. Seen for the first time in the latest James Bond film Casino Royale, the DBS is the ultimate expression of Aston Martin’s engineering and technical ability. It offers pure performance without compromise. It delivers the complete driving experience and bridges the gap between our road and track cars – the DB9 and DBR9.

At this year’s Frankfurt Motor Show, Aston Martin also unveiled two new special edition models to celebrate their motorsport success. Alongside the DBS were the V8 Vantage N400 and the DB9 LM Coupe.

The company’s global dealership programme features an award-winning series of designs inspired by Mies van der Rohe’s Barcelona Pavilion. Aston Martin currently has 125 dealers in 27 countries around the world which is expected to expand to 140 by the end of the year. Next month new dealerships will open in Cape Town and Bordeaux and later in the year Shanghai and Beijing – the first time the company has had representation in China.

Dr Ulrich Bez said: “To be voted the UK’s Coolest Brand for the second year running proves that the growth of our brand is consistent and ongoing. Our exciting, design-led programme of new models and unparalleled attention to detail, has made a major impact in the world of international culture.”

In December Aston Martin plans to open a new Design Studio, the company’s first dedicated design facility. This elegant pavilion is being built using the very latest construction technology and is a showcase for environmentally sustainable design.

About the author
What do you think?
Show Comments
Car Finder: