The CoolBrands Council, an initiative run by the company Superbrand, have awarded Aston Martin Britain's Coolest Brand award. This is the second year in a row that Aston have beaten the twenty-brand shortlist, which are selected on the grounds of popularity and desirability.
The judges, including Radio 1 DJ Trevor Nelson and several influential designers, said that Aston Martin's motorsport success and new models contributed to their victory. CEO Dr Ulrich Bez has been driving the company since 2000 and has opened many new dealerships and continued the brand's affiliation with the Bond franchise. Aston Martin's first dedicated design facility, the Design Studio, will open in December.