QOTD: Would You Live in Automotive-Branded Housing?

Tim Healey
by Tim Healey

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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Tim Healey
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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  • Alan Alan on May 02, 2024

    I wonder if China has Great Wall condos?

  • Tassos Tassos on May 02, 2024

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


    The REAL Tassos.

  • 3-On-The-Tree I don’t think Toyotas going down.
  • ToolGuy Random thoughts (bulleted list because it should work on this page):• Carlos Tavares is a very smart individual.• I get the sense that the western hemisphere portion of Stellantis was even more messed up than he originally believed (I have no data), which is why the plan (old plan, original plan) has taken longer than expected (longer than I expected).• All the OEMs who have taken a serious look at what is happening with EVs in China have had to take a step back and reassess (oversimplification: they were thinking mostly business-as-usual with some tweaks here and there, and now realize they have bigger issues, much bigger, really big).• You (dear TTAC reader) aren't ready to hear this yet, but the EV thing is a tsunami (the thing has already done the thing, just hasn't reached you yet). I hesitate to even tell you, but it is the truth.
  • ToolGuy ¶ I have kicked around doing an engine rebuild at some point (I never have on an automobile); right now my interest level in that is pretty low, say 2/5.¶ It could be interesting to do an engine swap at some point (also haven't done that), call that 2/5 as well.¶ Building a kit car would be interesting but a big commitment, let's say 1/5 realistically.¶ Frame-up restoration, very little interest, 1/5.¶ I have repainted a vehicle (down to bare metal) and that was interesting/engaging (didn't have the right facilities, but made it work, sort of lol).¶ Taking a vehicle which I like where the ICE has given out and converting it to EV sounds engaging and appealing. Would not do it anytime soon, maybe 3 to 5 years out. Current interest level 4/5.¶ Building my own car (from scratch) would have some significant hurdles. Unless I started my own car company, which might involve other hurdles. 😉
  • Rover Sig "Value" is what people perceive as its worth. What is the worth or value of an EV somebody creates out of a used car? People value different things, but for a vehicle, people generally ascribe worth in terms of reliability, maintainability, safety, appearance and style, utility (payload, range, etc.), convenience, operating cost, projected life, support network, etc. "Value for money" means how much worth would people think it had compared to competing vehicles on the market, in other words, would it be a good deal to buy one, compared to other vehicles one could get? Consider what price you would have to ask for it, including the parts and labor you put into it, because that would affect the “for the money” part of the “value for money” calculation. An indicator of whether people think an EV-built-in-a-used-car would provide "value for money" is the current level of demand for used cars turned into EVs. Are there a lot of people looking for these on the market? Or would building one just be a hobby? Repairing an existing EV, bringing it back into spec, might create better value for the money. Although demand for EVs is reportedly down recently.
  • ToolGuy Those of you who aren't listening to the TTAC Podcast, you really don't know what you are missing.
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