Harley-Davidsons are ‘cooler’ than ever, according to a UK survey of the coolest consumer brands.
The American icon placed third – up from sixth last year – in the annual list.
Aston Martin came out top for the second year running followed by computer giant Apple. No other motorcycle brand made the top 20.
"We’re thrilled that this is the fourth consecutive year that we have achieved CoolBrand status," said Harley-Davidson UK and Ireland Marketing Manager, Steve Colling. "We believe that Harley-Davidson is about more than just a motorcycle as a form of transport, it’s about the lifestyle and ownership experience that our customers enjoy. To be the only motorcycle brand in the top 20 is fantastic and shows the broad appeal that Harley-Davidson has not just with our customers, but with riders and non-riders of all ages. We hope that this great news raises awareness of the joy of riding a motorcycle and helps attract new riders onto two wheels."
The poll, by the Coolbrands Expert Council, is taken from a combination of a survey of 2000 consumers plus a panel of 35 designers, style magazine editors and website executives.
Here’s the Top 20 in full:
1. Aston Martin
5. Bang & Olufsen
11. Alexander McQueen
12. Dom Perignon
14. Ray Ban
17. Vivienne Westwood
18. Agent Provocateur
19. Tate Modern