QOTD: Would You Live in Automotive-Branded Housing?

by Tim Healey

Published: April 30th, 2024

qotd would you live in automotive branded housing

I got a press release from Aston Martin today about the opening of a high-rise condo building in Miami that bears the company's branding.

Of course, the 66-story, 391-unit building is opening in time for next week's Miami Grand Prix Forumla 1 race.

Apparently, 99 percent of the units are sold. There's just a handful left. So I have to ask -- would you move into a building just because it bears the name of a car company?

According to Aston, about 50 of the folks moving in are the owners of cars from the company.

What makes the building so, uh, Aston-like? Well, the press release has a lot of buzzy corporate speak about the design themes borrowing from the company's automotive efforts, but some of the specifics include the use of Aston Martin door handles and leather on some of the doors. There's also at least one Aston Martin logo visible in the images the company shared. Finally, there are three Aston Martin-inspired interior themes owners can choose from for their units.

Non-automotive amenities include a fitness center, art gallery, golf simulator, two movie theaters, business center, conference center, playroom for kids, spa, beauty salon, and barber shop.

There is also an infinity pool, bar, lounge, jacuzzis, cabanas, ballroom, and more.

Units offer between one and five bedrooms, and there are seven(!) penthouses with private pools and terraces. On of those penthouses occupies the top three stories and has 27,191 square feet of living space. That's not a typo.

Owners will have direct access to a "superyacht marina" and a 24/7 butler service.

So, I have to ask, if money were no object, would you live in a condo building branded with a car-company name? Would it make a difference if instead of a luxury brand, it was a mainstream brand and more affordable?

Sound off below.

[Image: Aston Martin]

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#QOTD #QuestionOfTheDay #Housing #Condos #Miami #F1 #MiamiGrandPrix #AstonMartin #Design

Tim Healey

Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.

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2 of 30 comments

Alan on May 02, 2024

I wonder if China has Great Wall condos?

1 Reply
Tassos on May 02, 2024

Money IS no object for me, but I would NEVER live in such a LOSER building.

The REAL Tassos.

Like Reply

Recent Comments

Wjtinfwb Looks in decent nick for a Junkyard car. Other than the interior being partially gutted for some trim pieces, you could probably drive it out of the junkyard. Maybe a transmission issue and the cars value precluded a $2k or more fix? J cars were pathetic when introduced in '82 and never really got any better. But GM did sort out most of the reliability issues and with a modicum of maintenance these would run a long time if you could stand the boredom. Guess this owner couldn't.
GS340Pete I see a lot of these on the road. I can't remember the last time I saw one on my local Chevy dealership's lot. They've never in my memory had a few lined up with balloons. Short sighted to kill it off? Perhaps. But I certainly think the rows of $65k and up trucks is short sighted. That's going to bite soon. Looks like they're piling up already.And what about the Trax? Malibu or Trax? Gotta be honest, I'd pick the Trax.Although it should have 50 more HP IMHO. And why are so many preaching doom about the 'wet belt' engine?RIP, Malibu. Ride the highway in the sky with the Impala (talk about short sighted.)
ToolGuy GM didn't care about these and you shouldn't either. 😉
FreedMike Yet another GM Deadly Sin: trot out something in what was a very competitive and important market segment that hadn't been restyled in 11 model years, and was based on a platform that was over 20 years old, and expect people would be dumb enough to buy it over a Corolla or Civic (or a Focus, for that matter).
TheMrFreeze Makes you wonder if he's seeing something with Stellantis he doesn't like and wanted out as a result. As somebody with three FCA vehicles in their driveway, Stellantis is sounding more and more like DaimlerChrysler 2024 🤬