Aston Martin overtakes iPhone as 'coolest brand'



An Aston Martin is the country's most desirable product, according to the CoolBrands Index released today.

The 100-year-old sports car manufacturer has knocked the iPhone off the top spot in the yearly poll of 2000 consumers which aims to find the top 20 coolest brands.
Apple sells around 1 million iPhones a year, but Aston Martin sold just 1565 cars in 2009. Where one has become ubiquitous, the other is relished for its exclusivity.

Aston Martin CEO Dr Ulrich Bez said: "Once you can define precisely why a brand is cool, then it no longer has the magic that earns it that label. There has to be an element of mystique, something that eludes definition."

Chairman of the CoolBrands Council Stephen Chelioti said: "Aston Martin combines three key elements – power, beauty and soul. Its sleek, polished and sexy cars ensure the brand continues to dominate the list of the nation's coolest brands, as judged by experts and consumers alike."

The only other automotive brand to make the top ten was Ferrari, in ninth place.

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