Luxury car brands are now getting into real estate. What began as one-off projects has become a growing trend: high-end automakers are building branded residences in top global cities, blending their design and engineering with luxury living.

From Porsche’s tower in Miami to Bugatti’s resort-style homes in Dubai, these developments offer more than just a place to live, which is a branded lifestyle that buyers are eager to join.

Why Are Luxury Car Brands Entering Real Estate?

Luxury car brands aren’t just expanding, but building entire worlds around their names. This is an attempt at their brand into a lifestyle. For years, these companies have sold more than just cars: they’ve sold identity, craftsmanship, and status; and now they are applying that same appeal to real estate.

1. Lifestyle Branding (A Step Further): Owning a luxury car is one thing. Living in a space inspired by it? That’s next-level branding. These residences are designed to feel like an extension of the vehicle comprising luxurious interiors, custom features, and high-end services that match the brand’s style.
2. Targeting Ultra-Rich Buyers: The number of ultra-high-net-worth individuals (with $30M+ in assets) is rising fast, especially in Asia and the Middle East. They want exclusivity, brand prestige, and unique living experiences. Branded residences offer all three in one.
3. New Income in a Changing Auto Industry: With the auto sector facing major shifts such as electric vehicles, automation, and supply chain issues, luxury carmakers are turning to real estate to tap into new income sources. It’s a smart way to use their brand power in a growing market.

Notable Projects: Where Cars Meet Concrete

Porsche Design Tower – Sunny Isles Beach, Florida

• Developer: Dezer Development
• Key Innovation: “Dezervator” — a patented car elevator system that lets residents park their cars next to their living rooms.
• Vibe: Sleek minimalism meets German precision.
• Target Audience: Tech-savvy car collectors and design purists.

Bentley Residences – Miami, Florida

• USPs: Ocean views, private car lifts, Bentley-designed interiors.
• Brand Tie-in: Built with the same sustainable materials used in Bentley’s cars.
• Developer: Dezer Development

Aston Martin Residences – Downtown Miami

• Highlight: Custom-built Aston Martin for every penthouse buyer.
• Architecture: Curvilinear tower inspired by yachts and speed.
• Lifestyle Perks: Spa, private marina, and panoramic sky decks.

Bugatti Residences by Binghatti – Dubai

• Launched: 2023
• Aesthetic: Côte d'Azur glamor meets Dubai scale.
• Noteworthy Feature: “Garage-to-penthouse” access and resort-style amenities.
• Symbolism: The first-ever real estate venture by Bugatti, built to reflect the artistry of its Chiron hypercars.

New Brands Entering the Space-

Several more luxury carmakers are reportedly exploring or prototyping branded living concepts:

1. Pagani – Italian hyper car manufacturer known for craftsmanship is rumoured to be in talks with European developers for an Alpine retreat.
2. Lamborghini – Partnered with Dubai’s Emaar to design ultra-modern villas inspired by angular supercar silhouettes.
3. Mercedes-Benz – Launched its first branded residential tower in Dubai in 2024, with interiors designed in collaboration with their EQ electric division.

The Buyer Psychology Behind These Developments

Buyers of branded residences aren’t just purchasing a home, they are investing in social capital, instant status, and the global recognition that comes with a luxury brand name. These properties offer guaranteed quality, consistent service standards, and access to an exclusive community of like-minded individuals. For globetrotting investors, second-home buyers, and those planning for intergenerational wealth transfer, branded residences provide a sense of trust and prestige; especially in overseas markets where the brand name itself serves as a powerful signal of reliability and value.

Investment Implications

Branded residences tend to outperform local real estate markets in both price stability and resale value. Investors benefit from price premiums of 25–35%, reduced vacancy risk thanks to the global brand appeal, and long-term brand equity. For developers, partnering with a renowned luxury brand allows them to command higher prices per square foot while targeting a smaller but more affluent and motivated group of buyers, making it a win-win on both sides.