Having focused its efforts on near production-specification cars since its 2006 Nürburgring24 Hour debut, Aston Martin will, for the first time, be represented in the senior SP9 category for FIA-homologated GT3 cars. A pair of V12 Vantage GT3s will be run in association with long-standing official partner team, Young Driver AMR.

Aston Martin Chief Executive Dr Ulrich Bez always likes to play a wild card, and this year sees the return of the spectacular V12 Zagato concept car which contested the race in 2011. Dr Bez, who competes in the race himself, will be joined by Chief Engineer Chris Porritt, Aston Martin Nürburgring Test Centre Director Wolfgang Schuhbauer and motoring journalist Richard Meaden.

The lead Vantage GT3, carrying the iconic #007 designation, will be driven by Johannes and Ferdinand Stuck – sons of triple Nürburgring 24 Hour winner Hans-Joachim Stuck – alongside Dennis Rostek and Aston Martin Racing factory driver Darren Turner. Turner’s regular works team-mate, Stefan Mücke, will drive the #006 car with Tomas Enge, Fredy Barth and Oliver Mathai.

The fourth official entry will be a V8-powered Vantage run by Aston Martin’s Nürburgring Test Centre team and driven by Jurgen Stumpf, Australians Mal Rose and Rob Thomson, plus Peter Cate. Aston Martin will be represented by four further customer outfits, including Team Mathol Racing, winners of the SP10 class for GT4 cars in 2010.

Ahead of the race, Dr Bez said: “Our 100 per cent finishing record in thirteen starts in one of the world’s toughest endurance races is remarkable; truly a testament to the reliability of our cars and the efforts of our people.

“In the past six years we have deliberately focused on racing close-to-production cars, achieving seven class podiums and three class wins. For 2012, I am delighted to be returning again to drive our V12 Zagato with my engineering team, but also to have such an exciting step up with the V12 Vantage GT3s.”

The race starts at 16:00 (CET) on Saturday May 19th and you will be able to watch it via the live streaming service on www.audi.tv and on the German TV channel Sport1, which will provide more than 23 hours of on-air coverage throughout the event from May 17th to 20th.

Audio coverage will be broadcast live for the duration of the 24 hours via Radio Le Mans at www.radiolemans.com.

* * *

In Focus: Aston Martin V12 Vantage GT3

The V12 Vantage GT3 was developed to replicate and indeed surpass the superb track record of its predecessor, the DBRS9. During its six-year lifespan Aston Martin sold 24 DBRS9s, with customer teams clocking up numerous race podiums and victories across the world.

Testing of the new V12 Vantage GT3 commenced in October 2011, completing a rigorous 10,000km sign-off durability test programme.

The Vantage GT3 features a modified version of Aston Martin’s production 6.0-litre V12 engine found in many of its road cars. The dry-sumped engine produces around 600bhp with 700 Nm of torque, whilst its front mid-engined position has been optimised to improve the race car’s weight balance.

A carbon fibre propshaft mates the engine to an Xtrac six-speed sequential transmission with a semi-automatic paddle shift gear change.

Aston Martin’s VH architecture philosophy underpins the Vantage GT3, while the modular chassis uses aerospace bonding techniques to create a light and immensely stiff aluminium and composite structure.

The most noticeable (and dramatic) change over the road car, are the new aerodynamics, which contribute to a muscular and purposeful stance while maintaining the overall form and beauty of the V12 Vantage.

The shorter wheelbase and lower engine position over its predecessor contribute to enhanced handling and performance, while driveability is enhanced with the latest race-developed ABS and Traction Control systems.

Besides this weekend’s Nürburgring 24 Hours, you can also catch up with the V12 Vantage GT3′s racing exploits in the FIA GT3 Championship, ADAC Masters, Nürburgring VLN, Blancpain Endurance Series, British GT, Belcar and Open GT.

That’s the question Eterniti must answer, especially since their new SUV is to be priced at £210,000 plus local taxes – except China, which will have a unique pricing strategy.

The company is targeting the ‘super-wealthy’ in fast developing nations, and competing against the likes of Aston Martin, Porsche, Rolls-Royce, Bentley and now cars such as Lamborghini’s new Urus.

The Artemis was initially showcased in 2010 as the Hemera, and is based on a Porsche Cayenne platform. The 4.8-litre twin-turbo V8 engine produces over 600bhp (441kW) and 750Nm (553 lb ft) of torque and can accelerate from 0-62mph in 4.5 secs before topping out at more than 180mph.

Performance and handling have been developed by a race-bred British engineering team led by Alastair Macqueen, who previously developed the Jaguar XJ220 and engineered three outright Le Mans 24 Hour race wins for Jaguar and Bentley.

Body panels are hand-built carbon composite and finished in a large choice of paint colours, complemented by different chrome trim styles. Ultra-low profile 315/25 tyres sit on bespoke 23-inch super-lightweight forged alloy rims in a choice of styles.

The Artemis has a limousine-like rear cabin featuring up to 100mm of additional legroom, twin reclining rear seats with heating and cooling, iPad-ready holders with electronic reveal, and a drinks chiller. This satisfies a specific need, particularly in Asian markets, for a car suitable for both being chauffeured in and driving for pleasure.

The interior is lavishly handcrafted, with a specification which includes the finest leathers, quilted under carpets and boot trim, lambswool rugs, veneers including natural woods, piano black and carbon fibre, a choice of sunroofs and starlight roof lining, and a state-of-the-art audio system.

As has already been proven by Porsche, BMW and Mercedes, an SUV can offer excellent handling and driver appeal, with the ride height and ruggedness more suitable for poor road surfaces which can make limousines and conventional high-performance cars completely impractical. The Artemis is therefore billed as the ultimate crossover for the super-rich.

The Eterniti Artemis will be in production by summer 2012, beating Bentley, Lamborghini and Maserati’s luxury SUV offerings to market. Orders can be taken now through Eterniti’s sales operations in London, Hong Kong and Taipei, for deliveries starting in autumn 2012.

Sharing its underpinnings with the XF saloon, the Sportbrake’s overall length grows by just 5mm, its weight by less 70kg and its chassis structure matches the strength of the conventional XF. These characteristics mean the Sportbrake can closely match the handling of the XF saloon yet offers a large and highly practical load space.

Every panel on the XF Sportbrake, from the B-Pillar rearwards, is new. The strong silver signature line running the length of the car is extended while the C-Pillar is finished in gloss black, a trait shared with the XJ saloon.

Slim rear light units extend into a strong chrome cross-member that dominates the rear of the car. The result is a car that blends style and function with the rear seat occupants benefitting from 48mm of extra rear headroom.

The large, practical tailgate can be specified with power struts, opening to reveal a wide and highly versatile load space. Measuring 550-litres with the rear seats up, the boot is framed by a set of useful cubby compartments. With the seats folded, the total volume grows to 1,675-litres.

Practical touches are prevalent throughout the XF Sportbrake. Remote fold levers are mounted within the boot area to lower the rear seats – negating the need to stretch into the boot. Powerful LEDs throw a pool of light onto the ground when the boot is open while the tailgate itself features a soft close function.

Set into the boot floor is a panel that splits into three sections to allow smaller loads to be neatly wedged and avoiding precious or fragile cargo being thrown about, whilst a tray mounted under the boot floor helps protect valuable items.

The oily bits

Beneath the car there are extensive changes to the rear suspension – with self-levelling air suspension aiding the Sportbrake’s driving dynamics whilst also enabling it to serve as an accomplished tow vehicle.

Powering the XF Sportbrake will be Jaguar’s efficient yet powerful diesel engines in 2.2-litre four cylinder and 3.0-litre six-cylinder form, each directing drive through the rear wheels via an advanced eight-speed automatic gearbox.

No further engines have been announced at this stage, but it seems likely that an XFR Sportbrake will join the range sometime during 2013.

Prices and specifications will be announced nearer the time of the launch of the Sportbrake, which is set to take place in the autumn of 2012.

Gallery

The revised 4.7-litre 420 bhp entry-level V8 Vantage features a raft of improvements first seen in the Vantage S. The standard six-speed manual transmission remains, but the optional six-speed Sportshift automated manual transmission has now been replaced with the seven-speed Sportshift II, with an additional gear, closer ratios, lower final drive and a quicker, refined shift quality.

This new gearbox – designed and manufactured specifically for Aston Martin – provides faster and more precise shifts, optimises acceleration and delivers a more sporting driving experience.

The Vantage S remains the most generously equipped, highest performing and most driver-focussed V8-engined model in the range. Developing 430 bhp at 7300 rpm and 490 Nm (361 lb-ft) of torque at 5000rpm the Vantage S’s more potent state of engine tune complements the Sportshift II close-ratio seven speed automated manual transmission, which is fitted as standard. A sports exhaust system unique to the ‘S’ further emphasises its sporting credentials, delivering a rousing soundtrack, in keeping with the intensity of the driving experience.

Production of the V12 Vantage continues unchanged, powered by a 6.0-litre V12 engine producing 510 bhp and 570 Nm (420 lb-ft) of torque, the V12 Vantage has a top speed of 190 mph and 0-62 mph time of 4.2 seconds.

Chassis and Braking

Further dynamic enhancements centre on the V8 Vantage’s chassis, which also features developments from the Vantage S. Quicker steering, bigger brakes and wider tyres have all been fitted to further enhance the V8 Vantage’s poise and make it more responsive and exciting to drive. A new steering column installation, re-valved power-steering pump and a quicker ratio of 15:1 compared to 17:1, ensure the new V8 Vantage steers with greater precision, whilst providing the driver with better feedback.

New 380mm two-piece ventilated cast-iron front discs combined with six piston callipers, improve stopping power and brake feel and this new braking system also includes Hill Start Assist (HSA) for more precise control on steep inclines.

The V8 Vantage comes with tyres that are 10mm wider than the outgoing model, which not only increases grip, but also allows the more responsive steering and stronger brakes to be fully exploited.

Styling

To reflect its enhanced performance the V8 Vantage has received a number of styling changes inspired by the Vantage S and N400 limited edition. At the front a lower bumper – complete with aerodynamic splitter – houses a larger air intake that feeds the engine and front brakes, whilst at the rear a diffuser creates added drama and function, while sculpted race-derived side sills complete the V8 Vantage’s more muscular look.

Carbon fibre detailing of the Vantage S’s motorsport-derived aerodynamic package makes a discreet visual distinction from the V8 Vantage, while inside the ‘S’ variant features a sumptuously trimmed interior combining traditional hand-stitched leather upholstery with striking modern design. The company’s fully integrated satellite navigation system developed in conjunction with Garmin is now fitted as standard along with Bluetooth and cruise control.

These technical and styling changes have been applied to both the V8 Vantage Coupe and Roadster models, with prices now starting from £84,995 for the V8 Vantage Coupe and £99,995 for the Coupe S.

Gallery

Priced at £330,000 (plus local taxes), the V12 Zagato is “..a celebration of both Aston Martin’s heritage and its future”, according to Aston Martin’s CEO, Dr Ulrich Bez.

Given how rare and cherished the V12 Zagato is likely to be (shame), this might be the only chance you get to see one in motion – although a little bird tells me that Goodwood Festival of Speed (28 June – 1 July) might be a good place to spot one before they’re all delivered to customers..

For more details, read Aston Martin V12 Zagato reaches production.

According to BMW, the £93,795 M6 competes against the £97,000 Jaguar XKR-S Coupé, £92,410 Maserati Gran Turismo S and £91,950 Aston Martin Vantage Coupé, but we could equally include the £106,820.00 Mercedes SL 63 AMG and £108,090 Audi R8 V10 Coupé.

But in my mind its closest rival has always been the M5. Fitted with an identical 4.4-litre twin-turbo V8 engine and powertrain, both models essentially achieve the same task, with equal aplomb and self-assured swagger. So why would anyone pay a £20,755 premium over the £73,040 M5?

What does the M6 offer compared to the M5?

Perhaps the best way to answer this question, until we actually drive both cars, is by looking at their specifications. As already mentioned, the M6 comes with the same 552 bhp 680 Nm (502 lb-ft) 4.4-litre V8 engine with M TwinPower Turbo technology, seven-speed M Double Clutch Transmission with Drivelogic and Active M Differential with fully variable distribution of drive between the rear wheels.

The Coupe will accelerate from 0–62 mph in 4.2 seconds, whilst the M6 Convertible needs a further 0.1 seconds (4.3 seconds) for the same increment (The M5 takes 4.4 seconds). Their 0–124 mph times are 12.6 and 13.1 seconds respectively (M5: 13.0 seconds), whilst both cars are credited with an electronically governed top speed of 155 mph, or 189 mph when fitted with the M Driver’s Package.

So, just from looking at the on-paper figures we can see that the M6 is lighter, shorter, lower and wider than the M5, with a quicker steering to take advantage of its shorter wheelbase.

Sounds good so far, but is that enough to justify its place as BMW’s top performance model?

The M styling cues and features

As you would expect, the new M6 is suitably attired with all the familiar M styling cues; a newly designed M kidney grille bearing an awkwardly positioned “M6″ badge, hallmark M gills with integrated direction indicator bars, flared front wheel arches and the customary M twin exhausts positioned each side of the rear diffuser.

It’s clearly a much more aggressive car than the standard 6 Series, which goes some way in justifying the £22,000 premium over the 401 bhp 650i M Sport.

The M6 Convertible inherits the high-quality soft-top from the standard 6 Series, boasting its distinctive “fin” architecture, but the most notable difference between M6 Coupe and Convertible – apart from the extra £5,200 – is the additional 140 kg that its 552 bhp engine has to carry.

Performance, although reduced, is still bahn-stormingly quick, whilst fuel economy is knocked back a bit from the M6 Coupe’s 28.5 mpg to 27.4 mpg in the Convertible, but still an impressive 30 per cent improvement over the previous 5.0-litre V10-engined M6.

I understand why BMW chose to serve the convertible market, but I can’t help feel disappointed at the compromise it imposes on the dynamics and performance of BMW’s top M car.

What else is there to know?

The carbon fibre-reinforced plastic (CFRP) roof, introduced on its predecessor (codenamed E63), continues, but this time featuring a striking double-bubble contour that perfectly showcases the technical advances made by BMW’s Landshut production facility.

Other influences from BMW’s lightweight design strategy include aluminium for the doors and bonnet, thermoplastic for the front side panels and glass-fibre composite (SMC) for their boot lids (and roof cover in the case of the M6 Convertible).

For the first time on an M car, BMW are offering M carbon-ceramic brakes, further reducing un-sprung weight and providing fade-free performance even under heavy loads.

The diameter of the inner-vented and perforated brake disks increase by 10mm at the front to 410 mm, whilst the rears remain at 396 mm. The six-piston fixed-callipers are painted a special gold-coloured finish complete with M logo, replacing the standard dark blue metallic callipers used on steel discs.

The carbon-ceramic brakes are provided in conjunction with 20″ M light-alloy wheels and are made from a new type of carbon-fibre compound ceramic, but its not just stopping power that improves – a total of 19.4 kg is saved from the M6′s unsprung weight, further improving the M6′s ride quality and agility.

Technology

The biggest downside of being a near £100k car is that most customers expect every toy and gadget available in BMW’s armoury. That’s great for cruising on the motorway or in traffic, but not so good for a b-road blast or (heavens forbid) a gentle track-day dalliance.

But if gadgets ‘are’ your thing, you’ll not be disappointed with what you find in the new M6.

Adaptive LED Headlights are fitted as standard, as are an extensive range of BMW ConnectedDrive features including BMW Head-Up Display with M-specific information, High Beam Assistant, BMW Night Vision with pedestrian recognition, Lane Change Warning, Lane Departure Warning, rear-view camera, Surround View, Speed Limit Info, internet access, extended integration of smartphones and music players, Real-Time Traffic Information and apps for receiving web radio and using Facebook and Twitter.

To this already extensive list you can add; Comfort Access, active seats, heated steering wheel, doors with Soft Close Automatic function, Navigation system Professional and Bang & Olufsen High-End Surround Sound System with 16 loudspeakers in the M6 Coupe (12 speakers in the Convertible).

The M styling cues continue inside the M6 and include a newly developed M double-spoke leather steering wheel; M gear selector and car set-up controls on the centre console; exclusive M sports seats with integrated belt system (optional: M multifunction seats); Merino leather upholstery with extended features; exclusive carbon-fibre interior trim strips; illuminated door sill finishers with “M6″ lettering; M-specific instrument cluster with black-panel technology; 2-zone automatic climate control with extended features and special ambient lighting.

Customers can choose from 1 non-metallic and 8 metallic shades for the exterior paintwork (including four exclusive M finishes), while the Convertible’s soft-top is available in Black and Beige, or Anthracite Silver effect as an option.

At £93,795 for the M6 Coupe and £98,995 for the Convertible, both cars will go on sale in the UK from 15 September 2012 after making their world premiere at next month’s Geneva Motor Show.

So, do all these features justify its £20k premium over the M5? Probably not. But then neither is the M6 just a 2-door coupe version of the M5. There’s all the extra style and image that only a coupe can offer, plus of course the inevitable peer association with Aston Martin’s Vantage.

It’s interesting to note Porsche’s 911 is no longer used for comparison, which is probably a reasonable move, given that it is 400kg+ lighter than the M6, but then maybe that’s where BMW are aiming for with the next M3..

Gallery

This is the final production version of the V12 Zagato, inspired by the 50th anniversary last year of the DB4GT Zagato and handmade in very small numbers (150 cars) for the princely sum of £330,000 (plus local taxes).

Whilst the V12 Zagato may be the pinnacle of the Vantage range, in some ways it has more in common with the range-topping £1 million One-77, from which it borrows many of the materials, processes and technology pioneered in that car.

Our relationship with Zagato stretches back more than 50 years. Together in that time we have created a series of very special cars.

For Aston Martin’s CEO, Dr Ulrich Bez, the V12 Zagato is “a celebration of both Aston Martin’s heritage and its future”. He continues: “Our relationship with Zagato stretches back more than 50 years. Together in that time we have created a series of very special cars.

The first – the DB4GT Zagato – is a true icon: fast, beautiful and incredibly desirable. In the V12 Zagato I believe we have captured the spirit of that car and combined it with a confident twist of modernity to give it a character all of its own.”

Initial design concepts for the V12 Zagato were explored in early 2010. Inspired by Zagato’s bold and individual styling signatures Aston Martin’s Director of Design, Marek Reichman, and his Gaydon-based design team relished the challenge of shaping the V12 Zagato, creating a car that pushes the boundaries of Aston Martin’s design language, yet pays tribute to the DB4GT Zagato.

Demonstrating Aston Martin’s ability to rapidly bring ideas to fruition the Zagato programme quickly gained momentum, the design team working hand-in-hand with engineers and craftsmen to complete the build of a pair of concept cars in the spring of 2011.

The Aston Martin DB4 GT Zagato, introduced in October 1960 was fitted with a a 3.7-litre, aluminium straight-6 engine producing 314 bhp. It could accelerate from 0-60 mph in 6.1 seconds and reach a top speed of 153.5 mph. Only 19 of the originally planned 25 cars were ever made.

These concept cars then made their world debut at the prestigious Villa d’Este concours in May 2011. Entered in the Concept Cars and Prototypes class, the V12 Zagato wowed the judges and the crowd, taking first place against impressive opposition.

In June the Villa d’Este winner – along with the second prototype car – made the V12 Zagato’s world racing debut at the gruelling 24 hour endurance race held at the Nürburgring. Both cars completed the ultimate durability test, continuing Aston Martin’s 100 per cent finishing record in this notoriously difficult race.

After an overwhelmingly positive response from customers, the decision was made in July 2011 to build a strictly limited run of V12 Zagatos.

Since then, Aston Martin’s design team has worked to refine the sports car’s detailing and aerodynamic performance while staying faithful to the original design concept.

At the same time engineers based at Gaydon have been putting prototypes through the company’s rigorous development programme to ensure the V12 Zagato performs as well as it looks.

Every Aston Martin is a unique combination of advanced materials, technology and time-honoured craftsmanship. The V12 Zagato takes this philosophy to a level previously only seen in the company’s exquisite One-77 supercar, which completes its build run this year.

Creating each V12 Zagato is a painstaking process that takes approximately 2,000 man-hours to complete.

Just like the One-77, the V12 Zagato is constructed from a combination of hand crafted aluminium and carbon fibre. The bonnet, signature ‘double-bubble’ roof and doors are hand-crafted aluminium, while the front and rear fenders, door sills and boot lid surround are made from carbon fibre.

The finished body is then painted in the same dedicated area as the One-77.

Four unique colours have been created for the V12 Zagato: Scintilla Silver, Alloro Green, Alba Blue and Diavolo Red. The painting process alone takes some 100 hours to complete and is followed by the marriage of the body and the drivetrain within the sports car production area.

From there the V12 Zagato is transferred to the standalone facility originally built to house One-77 production, where the build is completed.

This serene, laboratory-like space is perfectly suited to the task of creating special cars such as the V12 Zagato. It is here that time is lavished upon the fitment and installation of an array of bespoke components, including the side glass and the distinctive rear window, which features a curved surface that continues the sculptural lines of the ‘double-bubble’ roof.

All the exterior brightwork around the windows has a contemporary black finish to compliment the exposed carbon fibre components, whilst fitment of the hand-crafted interior and upholstery is also completed in this dedicated build area.

Like all Aston Martins when viewed as a whole, the V12 Zagato is an artful composition of powerful lines and compelling proportions, but when viewed up close it reveals sophisticated, sculptural surfaces and jewel-like details.

The exposed elements of carbon fibre on the front splitter, A-pillars, rear lamp pods, diffuser, door mirror cases and rear wing all display the same perfectly symmetrical weave and smooth resin finish. Likewise the bold new grille is formed in a unique three-dimensional composite material mesh that echoes Zagato’s famous ‘Z’ moniker.

More delights are found inside.

Seven Bridge of Weir hides – in semi-aniline finish to offer durability while preserving the natural texture of the leather – are used to trim the V12 Zagato’s interior.

Hand-stitched quilting of a unique design creates a flowing pattern that evokes a dynamic sense of movement across the seats and headlining, while ‘Z’ embroidery in the headrests and rear parcel shelf add a further flourish.

Satin-finish carbon fibre on the dashboard and centre stack is perfectly complimented by piano black accents and satin black rotary switchgear, whilst carbon fibre sill-plaques with ’V12 Zagato’ inlaid metal script provide a distinctive finishing touch.

A work of art built by skilled craftsmen to be driven and enjoyed by the world’s most discerning car collectors, the V12 Zagato is a fitting tribute to its illustrious ancestor.

If you’re tempted (I certainly am) then you can order a V12 Zagato for £330,000 (plus local taxes). The first production V12 Zagato will be on show at next month’s Geneva Motor Show and thereafter first deliveries will commence from Autumn 2012.

Gallery

Needless to say, although I’ll do so anyway, please don’t try this at home, or if you do, don’t coming crying to us afterwards. Right, sensible statement out of the way, let’s take a look at the stunts.

Our first ad was created to promote Honda’s “In and Out” plan, which lets swap your old car for a new one. The agency, villarrosas of Barcelona uses the Parkour choreography to symbolise how ‘easy’ the changeover can be. Surprisingly the scene was filmed without any CGI or editing tricks – they really did jump into the Honda CR-V that quickly.

If you’re impressed with Honda’s new ad, then wait until you see some of the ads which provided the inspiration. They’re pretty clever, although I can’t imagine any of the brands sold more products as a result. But hey, this is advertising and advertising is the new entertainment.

Honda CR-V. Plan In & Out commercial

Honda Spain’s new TV spot called “Plan In & Out”, promotes a new scheme to help customers swap their old car for a new one.

Honda CR-V. Making Of Anuncio Plan In & Out

Watch and learn, then maybe you could try it out. Maybe not.

The inspiration

BMW. Jump for Joy. Part 2

Looking at a BMW, your heart starts jumping for Joy. But sometimes it’s not just the heart. Watch some amazing ways to take a seat in a BMW, but don’t try this at home.

NFL Fantasy Files: Laurence Maroney

Patriots RB Laurence Maroney can fit through any tight spot. You need him on your fantasy team.

Nike MVPuppets “Car Jump”

Nike presents the MVPs (Most Valuable Puppets). The roommate puppet versions of LeBron James and Kobe Bryant get competitive in this campaign for the NBA Playoffs.

Kobe Bryant jumps a speeding Aston Martin

The original viral ad for Nike, featuring Kobe Bryant leaping over an accelerating Aston Martin Vantage Roadster.

Firstly we need to start with a rudimentary definition of what it means to be a ‘cool brand’, since, as I will explain, ‘cool’ doesn’t necessarily mean successful.

Stephen Cheliotis, chairman of the CoolBrands Expert Council, says “Cool is subjective and personal. But being identified as a Cool Brand by the British public and a panel of influential opinion formers implies it is a brand that most Brits wish to own.”

A brand is essentially an identity which reflects the qualities and values of its owner, one that used to be defined by the brand itself, but in this era of digital and social media is largely a product of public perception. If a brand really is cool, then the evidence should be visible for all of us to see.

So, a working definition of ‘cool’ will most likely include;

• a brand which people aspire to own,
• which people then feel proud to openly display within their peer groups,
• are happy to associate themselves with the other brand owners,
• and which conveys upon them the same distinctive qualities that they associate with the brand they like.

Or to put it another way, a cool brand must inspire admiration, aspiration, a willingness to associate and a mutual sense of identity.

American clothing brand, Abercrombie & Fitch, used to be cool; many of us admired the quality and style of their items, felt comfortable being identified as an A & F customer but then once everybody was wearing them, we felt less happy being associated with the brand.

I was reading an article this morning by Colin Morrison about ‘Five reasons why Facebook may be doomed’, and one of the reasons he cited is that Facebook is losing its cool because it’s simply too popular – too common.

What began as a community of students sharing their pictures and news, has now become an essential tool for parents keeping track of their kids. What may have been cool (in a geeky sort of way) has now become a metaphor for weirdness. Would you want to be like Facebook? Probably not.

Just as it would be hard to deny how successful Facebook has become (it’s on target for more than $1bn profit in 2011), the same cannot be said for phone maker RIM (producer of Blackberry devices), whose shares have plummeted 50 per cent in the past few months with calls for its joint-CEOs to step down. Despite the financial turmoil and loss of demand for its smartphone and tablet devices, the CoolBrands survey found that while 47% of women voted Apple their favourite tech brand, some 44% voted for Blackberry.

This news is unlikely to appease RIM’s current shareholder revolt, but shows that being cool (or not) doesn’t necessarily translate into the bottom line.

So how did Aston Martin become a cool brand?

Cheliotis commented; “Smooth, sexy and sophisticated; British built, high quality and hand finished, let’s be honest, young or old, male or female, opinion former or British public, who wouldn’t aspire to own what is truly the coolest car on the road. Number one in five of the last six years, this British icon is truly the coolest of the cool.”

From Aston’s continued association with the 007 Bond films, their passion and success in motorsport and the bold innovativeness of the One-77 supercar, Aston Martin as a brand, represents the kind of person we’d all like to be – confident, successful, well-liked and courageous, yet subtle and classy.

The brand as a tool for self-identity is strong in this most British of car makers – Aston Martin is like the guy at school which all the girls want to be with, whilst all the other guys just want to copy.

So how have the other brands being doing?

How other brands can get in on the action?

The one question we haven’t answered so far is, “what difference does it make if a brand is perceived to be cool?” As an accolade, this latest award bestowed on Aston Martin is generating thousands of news articles and millions of views – it’s called ‘earned media’ and you just can’t buy this kind of positive messaging for your brand.

People who read about a ‘cool brand’ will reflect on what it could mean for their own image and perception by in their peer group, so whilst being perceived as cool won’t automatically translate into a bottom-line revenue improvement, it’s certainly a very valuable asset – one that saves a huge amount of marketing spend and which should lead to increased profitability, providing, as was unfortunately lacking with RIM, that you continue to provide products which people want to buy.

So the takeaway message from Aston Martin’s success is two-fold; build a brand identity and personality that customers would like to adopt as their own, but make sure you then build the products that such an affiliation would normally lead them to buy. A cool brand without neat products is something of a hollow achievement.

But Aston Martin is not the only cool brand, and whilst this latest CoolBrands survey is notable for the iconic brands surveyed, it’s not entirely comprehensive or indeed conclusive. Nor is coolness the preserve of luxury brands.

Lexus is the top-selling hybrid car maker in 2011 and for many buyers the epitome of cool, when choosing to express their environmentally conscious values. MINI continues to be a cool brand for many, despite their ubiquity, whilst Citroen has made great progress in rebuilding ‘affordable chic’ back into its brand with cars such as the DS3 and now DS4.

Even Volvo shows signs of venturing cool-wards with its latest S60/V60 and XC60 models. The one thing they all have in common is a distinctive personality and attributes which make them stand out on our crowded roads.

Of the Top 20 CoolBrands, only Ferrari (8th) and Maserati (20th) were in the fight with Aston. Morgan were also in the Top 66 brands in the survey. The remaining automotive brands on the list were unclassified and included – Alfa Romeo, Audi, Bentley, BMW, Jaguar, Lamborghini, Land Rover, Lotus, Mercedes-Benz, MINI, Porsche, Range Rover and Rolls-Royce.

So Aston Martin is yet again the coolest of the cool, but rather than dismiss it as a meaningless trinklet, it might be worth taking a closer look at how Aston have achieved this position.

Alex Vaidya, Head of Digital at Porsche Cars GB tweeted this morning, “Being voted the coolest instantly makes you uncool!” – well in that case I’m sure Dr Ulrich Bez, Aston Martin’s CEO, must be cursing the brand’s latest trophy and wishing he’d kept a lower profile.

Perhaps not.

Each DBS will undergo Aston Martin’s unique paint process receiving seven layers of paint together with a 25 hour hand flat-and-polish finish resulting in one of the finest glass veneer finishes in the business. A first for Aston Martin is the option to specify a satin lacquer paint finish, creating a silk-like texture.

The DBS Carbon Edition features 10-spoke gloss black diamond turned wheels with a reversed diamond turned or full gloss black finish as an option. Complementing the wheels, black brake callipers will be delivered as standard with yellow, orange, red or grey as an option. Harmonising with the exterior finish is a warm black grille, carbon fibre mirror heads, carbon rear lamp in-fills and smoked rear lights creating a DBS specification like never before.

The cosseting and inviting interior of the coupe plays host to the familiar swathes of obsidian black or maranello orange semi-aniline leather. This type of leather is more natural looking and softer to touch. The interior of a DBS Carbon Edition will take in excess of 70 man hours to hand stitch and finish.

On the DBS Carbon Edition coupe, the headlining is quilted in leather providing a luxurious envelope to the cabin. Immediately distinguishing the Carbon Edition from a standard DBS is the carbon fibre facia with a carbon weave that has been positioned exactly to follow the form of the dashboard. Only by hand can the fibres be laid to create a perfectly aligned weave.

The magnesium alloy paddles that control the Touchtronic II automatic gearbox are tipped with carbon fibre bringing the Carbon Edition direct to the fingertips. A unique carbon fibre special edition sill plaque with laser etched metal inlay completes the specification.

The standard DBS has recently been updated to feature the new Aston Martin Garmin satellite navigation system possessing improved graphics and intuition to provide a sleeker user experience. Beam blade windscreen wipers are also a new feature providing reduced wind noise and a cleaner wipe, even at high speeds.

DBS Carbon Edition prices start at £186,582 (€257,912/$287,576) for the coupe and £196,581 (€272,913/$302,576) for the Volante with customer deliveries expected to begin from the first quarter of 2012.

Gallery