Porsche Named "Coolest Brand" In United States

By Brandon Turkus

March 25, 2010

And now for some breaking news; Porsche is cool. One could argue this is stating the obvious, but vehicle information website Kelly Blue Book has decided that an award should be bestowed upon Porsche for its “uncompromising, laser-like focus on driver enjoyment that makes its cars so distinctly desirable.”

The “Coolest Brand Award,” is part of KBB’s 2010 Brand Image Awards. Over the course of a year, KBB surveyed a portion of viewers on its website to discern their perceptions of various brands and why they would like to own a vehicle from that particular brand.

Porsche also took home the awards for “Best Performance Brand” and “Best Exterior Design – Luxury Brand.” The awards will be handed out at the New York Auto Show next week.

So that leads us to a question, what is your “Coolest Brand” and why?

Please scroll down for Porsche press release.


Porsche voted “coolest” brand in the United States

Kelley Blue Book Presents Multiple Brand Image Awards

Kelley Blue Book (www.kbb.com), a leading provider of new- and used-car information, announced today that Porsche has won three 2010 Brand Image Awards, including Coolest Brand, Best Performance Brand and Best Exterior Design - Luxury Brand. Porsche garnered more awards than any other brand this year.

The 2010 Brand Image Awards are based on consumer data collected by Kelley Blue Book, which surveys more than 12,000 shoppers a year via its Brand Watch Study on kbb.com. The Brand Watch Study analyzes new-vehicle shoppers’ perceptions of brands and the factors that influence their vehicle-purchasing decisions.

“These are very important awards, because they are based on what consumers think about our brand,” said Detlev von Platen, Porsche Cars North America President and CEO. “It’s great to reaffirm that consumers have such a high opinion of Porsche, especially since it comes from Kelley Blue Book — a company consumers really trust for accurate and objective vehicle information.”

Kelley Blue Book’s Brand Image Awards recognize automakers’ outstanding achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new-car buying public.

“Performance and cool have forever gone hand in hand, and Porsche’s uncompromising, laser-like focus on driver enjoyment makes its cars distinctly desirable,” said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com.
“If you believe the marketing credo ‘perception is reality,’ then you cannot help but be encouraged about the prospects of the winners of Kelley Blue Book’s Brand Image Awards,” said Nerad. “The brands included on this elite list have convinced the car-buying public at large of the considerable virtues of their vehicles, and correlates well with success in the crowded automotive marketplace.”

Kelley Blue Book will present the awards to Porsche executives at the New York Auto Show next week, where the German carmaker will reveal its all-new Cayenne lineup and the new Cayenne S Hybrid for the first time in North America.

About Porsche Cars North America, Inc.

Porsche Cars North America, Inc. (PCNA), based in Atlanta, Ga., is the exclusive importer of Porsche vehicles for the United States. It is a wholly owned, indirect subsidiary of Dr. Ing. h.c. F. Porsche AG. PCNA employs approximately 180 people who provide Porsche vehicles, parts, service, marketing and training for its 200 dealers. The dealers, in turn, provide Porsche owners with best-in-class service. Throughout its 61-year history, Porsche has developed numerous technologies that have advanced vehicle performance, improved safety and spurred environmental innovations within the automotive industry. The company continues to celebrate its heritage by adding to its long list of motorsports victories dating back to its first 24 Hours of Le Mans class win in 1951. Today, with more than 28,000 victories, Porsche is recognized as the world's most successful brand in sports car racing. PCNA, which imports the iconic 911 series, the highly acclaimed Boxster and Cayman mid-engine sports cars, high-end Cayenne sport utility vehicles and the four-passenger Panamera Gran Turismos, strives to maintain a standard of excellence, commitment and distinction synonymous with its brand.