Driven home: Bugatti, Lamborghini, Pagani and Mercedes-Benz residences

Porsche Design Tower opened in Miami in 2017 with a car lift that delivers owners to their own front door. It showed that a car marque could sell a home, and others have followed: Bentley and Aston Martin in Miami, and now Bugatti, Lamborghini, Pagani and Mercedes-Benz in the schemes we represent.

Fortune put the branded residences market at around $67bn in August 2026. Khaleej Times reported in September 2026 that Dubai has 175 branded schemes, more than any other city, against 73 in Miami and 30 in London. Fortune, August 2026 · Khaleej Times, September 2026.

What a car brand brings

A hotel brand sells a service. A car brand sells a design discipline: proportion, materials, engineering and the way a space meets the road. The buildings are run by the developer's own management, so the brand shows in the architecture, the finishes and the arrival, with car access, garages and charging designed in from the start.

The premium has limits. Dar Global's chief executive told Fortune that co-branded projects support a premium of 20 to 30%, and that schemes priced far above that struggled to sell. That is the right test for a buyer: the brand should add to a sound home in a strong location, not stand in for one.

Tierra Viva by Automobili Lamborghini, Benahavís

Tierra Viva is Lamborghini's first residential project in Europe, launched by Dar Global in June 2023 in the hills of Benahavís, about eight minutes from Marbella. It is a limited collection of four- to six-bedroom villas inside a gated community with two gatehouses and round-the-clock security. Each villa has direct car access, a panoramic pool, terraces and gardens, finished in marble, leather and glass.

Of the four, this is the one where the car brand fits most naturally: a private villa, a private drive, and the coast road below.

DaVinci Tower by Pagani, Dubai

DaVinci Tower on the Dubai Canal in Business Bay holds the world's first Pagani residences. Horacio Pagani was involved in the interior detailing, and the tower runs from one- to three-bedroom apartments to a globe-shaped penthouse. Handover began in October 2025, so the residences can be seen and bought complete.

Pagani builds a handful of cars a year, and the tower has the same rarity. For a buyer who wants a branded home in Dubai without construction risk, this is the one to look at first.

Bugatti Residences by Binghatti, Dubai

Bugatti Residences by Binghatti in Business Bay is Bugatti's first residential project anywhere, unveiled in May 2023 by Mate Rimac of Bugatti Rimac and Muhammad BinGhatti. The tower holds 171 Riviera Mansions and 11 Sky Mansion penthouses, drawn from the French Riviera, with a private beach, a members' club and car lifts that take a resident's car from the garage up to the penthouse level. In December 2025 one of its penthouses sold for AED 550m, which Gulf News reported as the highest price ever paid for a penthouse in the Middle East. Gulf News, December 2025.

Bugatti builds very few cars and prices them as objects of record. The residences follow the same logic: a small number of homes, a sculpted stainless-steel facade, and a sale that set the benchmark for the region.

Mercedes-Benz Places, Downtown Dubai

Mercedes-Benz Places | Binghatti was announced in January 2024 as the marque's first residential tower. It rises around 341 metres near Burj Khalifa, designed to Mercedes-Benz's "Sensual Purity" language, with the three-pointed star worked into the facade. The tower has topped out, according to the Council on Tall Buildings and Urban Habitat.

Mercedes-Benz Places | Binghatti City, Nad Al Sheba

In January 2026 Binghatti widened the partnership into a district. Mercedes-Benz Places | Binghatti City, close to Meydan Racecourse, is a Dh30bn, self-financed scheme of twelve towers named after Mercedes concept cars, set around a central park and promenade with sports clubs and electric mobility built in, as Gulf News reported at launch. It runs from studios to five-bedroom homes, which makes it the most accessible way into an automotive brand of the four.

Our reading

The car brands have taken different routes. Lamborghini went for villas in Spain, Pagani for a limited tower in Dubai, Bugatti for a tower of mansions with the city's record sale, and Mercedes-Benz for both a landmark tower and a whole district. The choice comes down to the buyer's purpose: a private family home, a completed investment, a trophy residence, or an early position in a new district at a range of prices.

Current availability, prices and floorplans are on each development page, with plans sent on request.