Mercedes has been revealed as the UK's number one consumer superbrand in the 12th annual survey by the Centre for Brand Analysis.
2,000 consumers were asked to assess their favoured brands using guidelines to rank the quality, reliability and distinction of each marque. This is the first time in five years that Microsoft or Google have not topped the list.
The Centre for Brand Analysis CEO, Stephen Cheliotis, said: "Mercedes-Benz has had a consistently strong performance over the last five years having been in the top ten since 2006, so it's great to see the brand finally come out on top especially in its 125th anniversary year."
Two other automotive brands made it into the top ten, with BMW in seventh and Jaguar in tenth positions - the only two new entries into the 2011 list.
The Jaguar brand has been undergoing something of a resurgence in recent years with bolder cars like the XF and XJ replacing more retro designs.
The news will be encouraging for Mercedes and BMW, often criticised for being too conservative.