Which is the coolest car brand?
A British survey of brand perceptions has found that the only thing cooler than an Aston Martin is an iPad.
Thousands of consumers joined experts in ranking 10,000 labels to create the Cool Brands list, which featured just two car manufacturers.
Apple finished in first place, with Aston Martin following in second and Rolex in third.
Aston Martin may have been helped thanks to its links with James Bond, along with the recent release of supercars such as its V12-powered Vanquish.
Mercedes-Benz was in 11th place, claiming it was the highest-ranked full-line car brand.
Heavy marketing of the new A-Class hatch may have built on the brand’s appeal, along with popular British F1 champion Lewis Hamilton driving for its Formula One team.
Cool Brands judge Stephen Cheliotis says perceptions are important.
“The brand qualities we examine in the Cool Brands 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,” he says.
The automotive calendar is littered with surveys that hand out prizes like an overly generous carnival attendant.
Toyota was on top of the green brand rankings in June, just one month after it was found to be the most valuable car brand in the Brandz Top 100 survey in May.
The benchmark JD Power owner satisfaction study put Porsche and Jaguar on top in May and July, and motoring clubs found that the Suzuki Alto was the cheapest car to run in June.
Lexus was named the most dependable car brand in February, while a website for promiscuous lovers found in June that Audi drivers were most likely to cheat on their partners.
The Cool Brands top 10:
2. Aston Martin
5. Glastonbury (music festival)
9. Virgin Atlantic