Why Do Car Brands Like Aston Martin and Porsche Now Have Skyscrapers?

A new trend of automaker-branded residences is emerging in cities like Miami and Dubai, attracting affluent buyers—and for good reason

Miami is famous for its bold architecture—even the parking garages are impressive. But in sharp contrast to the timeless Art Deco buildings along South Beach, a sleek, cylindrical skyscraper looms over the shores of Sunny Isles, resembling a supervillain’s not-so-secret hideout.

Porsche Design’s 641-foot-tall residential tower stands as a true monolith.

Porsche Design Tower Miami

When Porsche Design partnered with Dezer Development in 2014, they set out to create something truly unique—and they succeeded. Dezer, the company that introduced the first Trump residences and resorts to southeast Florida, is no stranger to bold, extravagant projects.

Seven years after Porsche Design debuted its first tower, Aston Martin finished construction on an 818-foot skyscraper just down the road in downtown Miami. This tower is the tallest residential building in the city and one of the largest in the nation, featuring 391 residences across 61 floors, a dedicated “yacht” marina, and “Sky Amenities” on the top floor that include a curated art gallery, a game room, and 42,275 square feet of usable space.

Aston Martin Residences Miami

Soon, even more automaker-branded buildings will grace Miami’s skyline and beyond. Bentley owns a plot in Sunny Isles Beach for its upcoming 749-foot skyscraper, while Pagani plans a 28-story tower in North Bay Village. Mercedes-Benz has just announced a 65-story residence in Brickell, and Bugatti is constructing a bold residential tower in Dubai featuring 11 “sky mansions.” Yes, you read that right—sky mansions.

Prices for these residences vary widely, with none priced under six figures. The Mercedes-Benz Miami residences will start at a relatively modest $800,000. Aston Martin condos range from $1.2 million to as high as $52.5 million, while Porsche’s residences begin around $3.5 million and can go up to $33 million. One of Bugatti’s “Sky Mansions” will cost $5.5 million, and Pagani will be asking for at least $2.2 million when its tower opens.

But what has sparked this sudden interest from so many automakers in real estate?

Pagani Residences Miami Rendering

The most obvious reason is the potential to earn substantial revenue through licensing agreements. According to Robb Report, which conducted an in-depth analysis of these automaker-branded buildings, skyscrapers featuring recognizable logos can command up to 40 percent higher value than non-branded alternatives. From that standpoint, there’s almost no reason not to pursue it.

Beyond the immediate financial gains, some companies view real estate as a way to broaden their presence beyond the automotive world, particularly Mercedes-Benz.

In recent years, Mercedes has launched an entire range of lifestyle products, collaborating with popular streetwear brands like Palace and artists like A$AP Rocky. Its new Mercedes-Benz Places brand marks the automaker’s first venture into residential properties, and it’s already showing promise.

Mercedes-Benz Places Miami Rendering

Eva Wiese recognizes the significance of these lifestyle partnerships. As the CEO and Chairwoman of the Executive Committee for Mercedes-Benz Customer Solutions, she understands that expanding the brand’s reach into new markets like real estate is an effective way to attract a new audience while also allowing existing customers to engage more deeply with the Mercedes-Benz lifestyle.

“You’ve seen many of these developments emerging,” Wiese tells Motor1. “It’s a growing business, so we explored it further. We know what our brand stands for, and we wanted to bring those core values into real estate. We thought, why not enter that market? However, it took us several years to find the right partner.”

Mercedes specifically chose Miami and Dubai, like many other brands, due to their thriving real estate markets. The company is collaborating with JDS Development Group for its Miami residence, a firm known for notable projects like 111 West 57th Street in New York City—often referred to as the world’s skinniest skyscraper—and the nearby Brooklyn Tower. In Dubai, Mercedes has partnered with Binghatti Properties, the same company behind Bugatti’s upcoming residential tower, for its second residential venture.

“Both cities are renowned for their vibrant atmospheres and the influx of global residents,” Wiese explains. “These markets are real estate-friendly and offer a high quality of life, so we believed it made sense to explore opportunities in those areas.”

In Miami, Mercedes-Benz will establish its presence in Brickell, located less than a mile from Aston Martin’s skyscraper and a quick 30-minute drive from Porsche Design’s beachside residence. Over the past decade, Brickell has become one of the fastest-growing neighborhoods in Miami and is a popular destination for nightlife.

“It’s a really nice area,” Wiese adds.

For Mercedes-Benz’s residence to stand out among the bold architecture—particularly the Porsche Design Tower—it needs to be distinctive. That’s why the Places brand collaborated closely with Mercedes-Benz Chief Design Officer Gorden Wagener to create a structure that is as striking as the brand’s sports cars.

“Our design department and Gorden Wagener work very closely with Mercedes-Benz architects,” Wiese explains. “They consider the surroundings and the cityscape we’re integrating into. They aim to find a design that is a bit different but still harmonious. It should be something fresh and unique yet still fitting.”

In Dubai, Mercedes will adopt a slightly different approach for its upcoming 65-story skyscraper. Considering the city’s eclectic lifestyles and intense heat, the company is ready to take more design risks. The initial renderings showcase a towering structure with a tinted, illuminated peak and Mercedes-Benz logos reminiscent of the Mercedes EQS “grille” adorning the entire building. It looks impressive.

Each of these skyscrapers will offer a distinct appearance, setting them apart from others on the skyline. The Porsche Design Tower is a dark-tinted cylindrical monolith, while the Aston Martin tower features a sail-like design that blends seamlessly with the coastal aesthetic. Other brands, like Bugatti, are allowing their automotive designers to unleash their creativity with few restrictions.

“If we give our designers the creative freedom to translate what we do with a Bugatti hypercar into a building, what would it look like? This [rendering] is the result,” said Mate Rimac, CEO of Bugatti-Rimac, in an interview with Robb Report.

According to the company’s website, the Bugatti Residences are designed with “curves reminiscent of the French Riviera” and will feature 171 “Riviera” residences along with the previously mentioned 11 sky mansions. Amenities will include a private beach, a private pool, a private valet, and a chef’s table. How chic!

Buggati Residences Dubai Rendering

However, it’s not just the brand names and striking designs that are attracting potential buyers. The Porsche Design Tower introduced an innovative feature previously unseen in residential spaces: the much-lauded car elevator.

The Porsche Design Tower is currently the only automaker-branded skyscraper with a car elevator, but Bentley and Bugatti will soon have one in their buildings as well. Dezer Development patented the technology during the completion of the Porsche Design building, naming it the “Dezervator.”

At its core, the Dezervator concept is quite straightforward. An owner drives their car into a small glass chamber on a platform, a metal plate slides underneath the vehicle, securing it in place, and a powerful lift transports the car to the desired floor. The owner then parks their vehicle in their own “Sky Garage,” located just outside or inside their penthouse, where it remains perfectly visible from the bedroom or living room at all times.

There are numerous videos showcasing the Dezervator in action, and it looks impressive:

Currently, the Dezervator can lift vehicles weighing up to 8,000 pounds, but Dezer plans to increase that capacity in the upcoming Bentley tower, particularly for electric vehicles. “We’re aiming to raise that limit to [10,000 pounds],” Gil Dezer, President of Dezer Development, told Axios in 2022. “There’s a new Hummer—it’s electric and weighs 9,500 pounds.”

The Dezervator is a major selling point for potential buyers of both the Porsche Design Tower and the upcoming Bentley Residences, both developed by Dezer. Unfortunately, Aston Martin won’t have a Dezervator, and neither will Mercedes-Benz’s building. However, Mercedes did mention that both of its properties will feature state-of-the-art parking facilities and unique “mobility concepts.”

Bentley Residences Miami

By 2030, Miami will host at least five automaker-branded residences: Aston Martin, Bentley, Mercedes-Benz, Pagani, and Porsche. Additionally, there are at least two more planned in Dubai with Bugatti and Mercedes-Benz. Given their initial success, it’s likely that many more will follow.

And can you blame them? Automakers like Mercedes-Benz and Bugatti are simply responding to trends in the booming luxury market. Branded living spaces are emerging everywhere; Armani and Dolce & Gabbana both have plans for skyscrapers in Miami, while Missoni is developing a 68-story tower in Toronto. Honestly, we wouldn’t be surprised to see brands like Disney or Starbucks attached to a 600-foot tower as we move closer to a dystopian future reminiscent of Idiocracy.

But I digress.

For automakers like these, residential developments are a no-brainer. They provide a quick way to generate revenue through licensing deals while expanding their brand presence to a potentially new audience. For those affluent enough to purchase these multimillion-dollar properties, the idea of being able to park next to your S-Class every night is an enticing prospect that many can only dream of.

Author:

  • Growing up with a father who was a mechanic I had an appreciation for cars and motorcycles from an early age. I shared my first bike with my brother that had little more than a 40cc engine but it opened up a world of excitement for me, I was hooked. As I grew older I progressed onto bigger bikes and...

    View all posts