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.

  • Ajla It's weird how surveys comes to conclusions like this when about 100% of the responses then mock the results.
  • Jkross22 It very much depends on the dealer. Just bought a replacement for the CX9. A local dealer gave a $500 discount on a CPO car while another one gave a few thousand dollar discount but was out of the area and we had to drive 5 hours to get. The local dealer still seems to think it's 2022 and cars appreciate when sitting on the lot. I wish them luck.
  • Ajla "and the $34K price doesn't seem too steep." Respectfully disagree. This would be okay at $29K. $34k clangs into way too much.
  • FreedMike i puUut pUniZhR sTikKr oNn mY KoMMpAs aNd nOW i hEeR Eegle SkReem. (And no one knows it's made in Mexico.)
  • SCE to AUX What a farce.Besides, "patriotism" has been redefined a hundred different ways in the last 20+ years. Disagree with one of them, and you're a traitor.And for starters, Jeep is a Stellantis brand with its HQ in the Netherlands. If this persistent myth about patriotism is ever cracked, the brand is doomed.
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