A British survey favoring a British car brand? Well I never.
There are many automakers doing some incredibly cool things lately. Ferrari, Lamborghini and Porsche immediately come to mind. But in one recent survey in the UK, it was Aston Martin that came out ahead as the coolest automotive brand. The survey was conducted by CoolBrands by combining the opinions of 37 expert individuals along with a sample of about 3,000 British adults from an online survey. Aston Martin actually came in second on the list of brands, right behind Apple and just ahead of Rolex.
The only other automaker that made the top 20 was Mercedes-Benz, which ranked 11th overall. All told, some 1,150 brands were on this year's list, and even famous names like BMW, Ferrari, Jaguar, McLaren, Mini, Porsche and Rolls-Royce failed to make the top 20. So what could be the reason why those famous auto brands were shut out? The CoolBrands chairman stated that "the brand qualities we examine in the survey – such as authenticity and innovation – can be key influences on consumer purchasing, so performing well is not just a thumbs up for a brand's reputation, but an indication of its future success."