2010 AJAC Awards

12th February 2010

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The BMW 335d Sedan won the "Best New Design" award for 2010 as presented by the Automobile Journalists Association of Canada (AJAC).

The award was handed out as part of the 2010 Canadian Car of the Year (CCOTY) awards that opened the Canadian International Auto Show in Toronto.

"We are delighted that the members of AJAC have bestowed the 2010 Best New Design award on the BMW 335d Sedan" stated Franz Jung, President and CEO of BMW Group Canada. Mr. Jung continued: "The fifth generation 3 Series Sedan has been recognized for its groundbraking design language in both exterior and interior execution. The most current version only reinforces the perfect balance of dynamism and elegance in this design and we are proud to receive this recognition in the face of such worthy competition."

Canadian independent designer Paul Deutschman, Humber College automotive design professors Ken Cummings, and Bruce Thomson, as well as Automobile magazine's design critic Robert Cumberford were appointed by AJAC as a panel of design experts. Their task was a difficult one: create a short-list of "Best New Design" finalists from the full-slate of fifty-three entries in the Canadian Car of the Year awards program.

The top three finalists for the 2010 Best New Design award were the Audi A5 ("Audi is a perennial top contender for any design comparison. The A5 Cabrio makes this list because it fairly oozes with design competence from every pore. Style, proportion, execution- it's all there." - Paul Deutschman, the BMW 335d Sedan ("The BMW 335d sedan is an excellent follow through design. It is updated so well there's not a line out of place. A beautifully appointed interior with outstanding ergonomics makes a winner in this category.- Ken Cummings), and the Ford Taurus & Ford Taurus SHO ("Ford's appealing Kinetic Design theme is being successfully applied throughout their global product range, including their full size American sedan, the Taurus. It is handsome, bold yet unpretentious. Finally Ford is on a design surge, right when it is needed most." - Paul Deutschman).

AJAC journalists then selected the winner from the design expert's short-list based on a combination of aesthetics, function, and brand essence. Each parameter was rated separately for each of the design finalists. The aesthetics score reflects the sheer beauty of the design. The function score assesses the manner and degree to which it accommodates the practical requirements of the vehicle type. And brand essence considers its success in conveying the image, heritage, and values of the specific brand.

"The intent of the AJAC Best New Design award is to identify and reward the vehicle that exhibits the best balance of form and function", said Richard Russell, chair of AJAC's 2010 Canadian Car of the Year awards.

The Audi Drive Select technology was declared the 2010 Best New Technology.

"The AJAC Best New Technology award, presented by Shell Canada, was established to allow a group of technical writers to identify new and innovative technologies of significant benefit to the consumer - so much so, that it is likely to be emulated by other manufacturers," explained Canadian Car of the Year and Technology Award chairman Richard Russell. "Past winners include everything from run-flat tires to various hybrid and suspension technologies. The significance of the Best New Technology award has been growing steadily over the past few years as has the degree of rigor to which entries are submitted."

The winner was chosen from a list of six entries, judged by a panel of AJAC members with specific technical qualifications who regularly report on industry engineering and technical trends.

""Vorsprung durch Technik" - Advancement through technology, design and teamwork. At Audi, we never stop thinking about technology. It is part of our DNA and incorporated into all parts of our business", said Martin Sander, President and CEO. "The Audi Drive Select system is just one of the latest examples of this. The ability to offer the driver at a touch of a button the option of making personal settings for throttle response, steering feel and suspension settings is pure Audi."

The Ford Next Generation Hybrid System and SmartGauge, available on the 2010 Fusion Hybrid was declared the winner of the 2010 Best New Green Technology award .

"AJAC's Best New Green Technology award, presented by Shell Canada, was established to recognize innovative new developments in the auto industry that will be of benefit to the Canadian consumer," said Canadian Car of the Year and technology award chairman Richard Russell. "Virtually every manufacturer is working to reduce fuel consumption and exhaust emissions. We want to look at these efforts and award those we feel are worthy of recognition."

Russell further commented, "Continual development has made the modern passenger vehicle a very clean device. But we cannot let up on efforts to reduce the effect it has on the environment we will hand off to future generations."

The winner was chosen from a list of five entries, judged by a panel of AJAC members with specific technical qualifications who regularly report on industry engineering and technical trends.

Great strides in our hybrid technology have made the Fusion Hybrid the most fuel efficient mid-size sedan and the addition of SmartGauge with EcoGuide instrument cluster technology, is a unique way to help drivers get the most out of their hybrids," said David Mondragon, president and CEO, Ford of Canada.

AJAC's annual Canadian Car of the Year awards program was created in 1985 with the purpose of providing consumers with sound, comparative information on vehicles that are new to the market.

For that reason, the vote results that determined today's winners are available to consumers as a resource buying guide on the AJAC web site. Also available are the comparative test data derived from the journalists' extensive four day evaluation of over 150 new vehicles in Niagara-on-the-Lake, Ontario in October. This annual event is known in the industry as "TestFest". Shell Canada is the official fuel supplier of the event and in the last year celebrated another milestone in fuels leadership and technology with the launch of Shell Nitrogen Enriched gasolines across North America.

The rigorous TestFest evaluation program includes real world driving on public roads - exactly where consumers drive so that the test and vote results posted to the AJAC web site are directly relevant to potential car and truck buyers.

Still looking to buy a 2009, 2008, or even a 2007 vehicle? AJAC archives the comparative test data from previous years on its web site www.ajac.ca