Mercedes Benz Is UK’s Number One Consumer Superbrand

German carmaker Mercedes Benz has been officially named Britain’s main Consumer Superbrand for 2011, topping last year’s winner Microsoft which has dropped into 6th place. This is part of an annual survey that follows a substantial research process administered independently by The Centre for Brand Analysis, which analyzed the views of over 2,000 members of the British public.

“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 their 125th anniversary year. This year’s Superbrands 500 features a combination of consistency and volatility, although as ever, those at the top tend to be more consistent performers,” Stephen Cheliotis, Chairman of the Expert Council & CEO, The Centre for Brand Analysis comments.

The 2011 result are significant, as this is the first time in five years that the top spot has not been claimed by either Microsoft or Google. The number two spot goes to luxury watch brand Rolex which placed in the same position as last year, while the BBC came third, having placed in the top five for the last five years. The only other carmakers in the top 10 are BMW (which came 7th) and Jaguar that finished last.

“Winning the Superbrands survey is very special for Mercedes-Benz, and I am delighted that we’ve achieved the coveted number one spot in our 125th year,” Wilfried Steffen, President and CEO Mercedes-Benz UK adds. “Winning Superbrands UK proves that Mercedes-Benz is as desirable now as it ever was, and throughout 2011 we will continue launching a wide range of innovative new products and customer service initiatives across the country.”