Why Automakers Build Branded Residences and Who Buys Them

Discover why luxury automakers like Aston Martin and Porsche design branded residences, what makes them unique, who buys them, and how this trend boosts real estate value.

In the world of luxury cars, it’s no longer enough to leave a mark on city streets alone. In recent years, automakers have begun placing their badges high above the roads — on the façades of residential towers and inside the living rooms of branded residences.

This shift from four wheels to four walls is no accident. Behind it lies a clear strategy: turning a car into a lifestyle. Italian design house Pininfarina, Porsche, and Aston Martin stand among the first to build homes infused with automotive spirit.

Pininfarina made an early move in this niche. Back in 2012, its first U.S. residential project — the 1100 Millecento Residences — was unveiled in Miami. The Italians shaped the interiors, blending tropical energy with refined European lines.

Just a few years later, Porsche introduced an entirely new spin on luxury living. In January 2017, the Porsche Design Tower opened its doors in Sunny Isles Beach, Miami. This 60-story tower came with an innovation that caught the world’s eye: the “Dezervator”, a car elevator that lets owners park their vehicles right inside their apartments. A private garage in the living room? If you love the brand — and can afford it — why not?

Meanwhile, Aston Martin’s ambitions shifted skyward too. In 2016, the British sports car maker announced plans for its own Miami skyscraper. Chief Creative Officer Marek Reichman personally oversaw the interiors, ensuring the brand’s DNA ran through every inch. By April 2024, the Aston Martin Residences officially opened — now the tallest residential tower south of New York.

At the heart of these projects lies one idea: turning a car logo into a statement of daily life. These branded residences are not just apartments; they’re an extension of status. Thanks to the powerful names attached, such homes often sell for 20–40% more than comparable luxury units — and buyers are willing to pay. Wealthy clients are eager to own a piece of branded exclusivity that follows them beyond the road.

A fresh highlight of this trend is Aston Martin’s N°001 Minami Aoyama, unveiled in June 2025 in Tokyo’s prestigious Minami Aoyama district. A four-storey private home with a wine cellar, golf simulator, and an automotive gallery where Aston Martin cars are displayed like art — it has already been sold to a dedicated collector for over 3 billion yen.

Miami may be the flagship playground for these branded towers, but the map is expanding. New projects are rising in Dubai, Bangkok and even Guatemala. Judging by recent launches, automakers have no plans to slow down. As long as the ultra-wealthy keep craving next-level exclusivity, a penthouse with a supercar badge on the façade might soon feel like the new normal for the luxury real estate market.