The state of the luxury car industry—from Mercedes to Bugatti—on the high-end real estate race track

At present, there are around 700 branded real estate projects worldwide, with projections suggesting this will almost double by 2030. Dubai and Miami stand out as the current epicentres of this movement, boasting 51 and 42 projects respectively, figures that are expected to rise significantly over the next five years. Their rapid growth reflects a wider appetite for homes that deliver more than just comfort but status, identity and experiential luxury.

For luxury carmakers, this is more than a branding exercise. By moving into residential spaces, they not only elevate their customer offering but also tap into a deeper emotional connection with affluent buyers. It’s a strategic shift, a chance to diversify and consolidate brand loyalty.

The dramatic rise of the global super-rich

The number of ultra-high-net-worth individuals (UHNWIs) with assets exceeding $30 million rose by 8% in 2023, reaching 426,330, according to the World Ultra Wealth 2024 report by data firm Altrata. Over the next five years, this cohort is projected to grow by 38%, climbing to 587,650, with total wealth forecast to increase by a further $19 trillion.

The desire to own an exclusive living space with personal identity

Among the world’s wealthiest, there is an intensifying desire for residences that go beyond opulence, spaces that express identity, taste and stature. A standard luxury apartment no longer satisfies. Many now seek homes that resonate with the spirit of their favourite marques, which explains why more luxury car manufacturers like Mercedes are venturing into real estate, embedding their design codes and signature aesthetics into every aspect of the experience.

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Brand expansion and portfolio diversification strategy

For these carmakers, the move into property represents more than lifestyle alignment, it’s a strategic expansion. By translating brand cachet into physical space, they not only reinforce prestige but also unlock new commercial potential. According to Forbes, the price premium for branded real estate hovers around 25%, with some markets averaging as high as 30%, depending on location. In urban centres, that figure stands at approximately 24%, while resort areas command around 32%. Remarkably, in emerging cities, the premium can soar to 52%. For car brands, it’s a way to access new clientele and further entrench their value in the luxury ecosystem.

Exclusive mark of luxury car brands in living space

These collaborations are more than licensing deals, they are immersive experiences. From the structure’s silhouette to its interiors and service offerings, the brand’s design ethos is unmistakable.

Take Aston Martin Residences Miami. Its curving form is reminiscent of the aerodynamic grace of the DB11, evoking a sense of motion even when still. At Mercedes-Benz Places, meanwhile, residents will have access to a private fleet of luxury vehicles, while a racing simulator space echoes the marque’s motorsport heritage—a true convergence of lifestyle and legacy.

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Step inside, and these homes reveal more than lavish finishes. They are masterpieces of engineering, technology and artistry. Bentley Residences Miami and Bugatti Residences Dubai, for instance, showcase materials synonymous with high-performance engineering: buttery leathers, anodised aluminium, carbon fibre. Even the colour schemes mirror the brands, from Bugatti’s iconic French Racing Blue to the understated cool of Porsche’s platinum grey.

Yet, it is the curated amenities that truly set these developments apart. The Porsche Design Tower is home to the revolutionary Dezervator, an elevator that carries cars directly to one’s private residence. Bugatti Residences even features a dedicated “spa” for hypercars, where these rare machines are displayed and cared for like sculpture. As for the penthouses, they deliver bespoke environments that embody each brand’s DNA, refined, distinctive and unquestionably elite.

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Porsche Design Tower, Miami
Rising 60 storeys above the Miami coastline, the Porsche Design Tower is renowned for its “Dezervator”, a bespoke car lift that allows residents to bring their prized automobiles directly to their living rooms. Home to 132 opulent apartments, the tower also boasts expansive balconies, sweeping sea views, and a curated selection of amenities including a private restaurant, spa and fitness centre.

Aston Martin Residences, Miami
Positioned on the banks of the Miami River, this 66-storey tower will feature close to 400 residences, among them eight penthouses complete with private pools and terraces. Reflecting the sleek elegance of Aston Martin’s design language, the development also offers a private marina and a fully equipped, state-of-the-art gym.

Bentley Residences, Miami
Poised to become the tallest waterfront residential tower in the United States upon its 2027 debut, Bentley Residences will feature private in-unit garages accessed by car lifts, a seamless extension of its automotive DNA. In addition to interiors inspired by the marque’s craftsmanship, residents can enjoy a private pool, a cinema, and a whiskey bar, all curated with signature finesse.

Mercedes-Benz Places, Miami
Blending modern luxury with the spirit of performance, this 67-storey development offers a lifestyle steeped in innovation. Highlights include a Mercedes-Benz racing simulator and a fleet of luxury vehicles available on demand for resident transportation.

Pagani Residences, Miami
With just 70 residences, this project embraces the rarity and exclusivity synonymous with Pagani. Designed with hosting and leisure in mind, the complex includes a rooftop pool, a private marina, and dedicated owner spaces, including a Pagani lounge and private garages.

Mercedes-Benz Residences by Binghatti, Dubai, UAE
Developed by Binghatti, this 65-storey tower comprises refined apartments and penthouses with integrated smart home systems, bespoke spas and private pools. Located near Burj Khalifa and Dubai Mall, the LEED-certified property balances sustainability with design excellence, underlining Mercedes-Benz’s reputation for precision and prestige.

Bugatti Residences by Binghatti, Dubai, UAE
Set in Dubai’s Business Bay, this extraordinary project channels the essence of Bugatti into a residential form. Comprising 182 Sky Mansion apartments and 11 Riviera villas, complete with private beaches and marinas, the development includes in-residence garages, a testament to Bugatti’s automotive pedigree and the allure of bespoke living.

Tierra Viva Automobili Lamborghini, Benahavís, Spain
In collaboration with luxury property developer Dar Global, Lamborghini brings its vision to the Andalusian hills of Benahavís. The Tierra Viva complex consists of 53 villas whose architecture draws inspiration directly from the marque’s supercars, with interiors finished to a level of detail befitting the Lamborghini name.

Porsche Design Tower Bangkok – Thailand
This 95-metre high structure features 22 expansive sky villas ranging from 525 to 1,135 square metres. Its distinctive “X-Frame” design, echoing the Porsche Mission R, houses a Passion Spaces garage that integrates supercar display directly into the living space. Noteworthy innovations include “The Loop”, a central spiral drive leading vehicles to the residences, and “Kinetic Move”, an automated door system inspired by the folding roof mechanism of the Porsche 911 Targa.

Today’s most dynamic markets for luxury car-branded real estate include Miami, Dubai, London and a number of key Asian cities such as Shanghai, Singapore and Bangkok. Leading the pack is Dubai, which now accounts for over 40 per cent of the world’s branded luxury real estate developments. Long celebrated as a playground for supercars, the city has become a magnet for high-end residential projects. In the United States, Miami is fast emerging as a rising star, home to a cluster of notable launches including Porsche Design Tower, Bentley Residences, Aston Martin Residences and Pagani Residences. Meanwhile, the Asian market is gathering impressive momentum, particularly in China, Hong Kong and Singapore, where the population of ultra-wealthy individuals has surged over recent decades.

Beyond these well-established destinations, a wave of interest is building in emerging markets such as Vietnam, Saudi Arabia, Egypt, Mexico, the Mediterranean and the Caribbean, regions now attracting the attention of developers looking to create the next chapter in branded living. In a March 2024 interview with Forbes, architect Bernardo Fort-Brescia, founder of Miami-based Arquitectonica, one of the leading names in luxury real estate design, named Vietnam as among the most rapidly expanding markets in this space, with an increasing number of newly affluent individuals seeking homes that carry international cachet.

Article adapted from the original feature in Tatler Vietnam, March 2025 issue

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