Aston Martin, the name synonymous with high-performance sports cars and timeless British luxury, is making a surprising pit stop in the world of high-end real estate. The luxury automaker is trading in the fast lane for the Florida coastline with a new ultra-luxury, $10 million condominium high-rise planned for an unexpected location: Daytona Beach Shores, Florida.
This isn’t just another seaside development; it’s a bold move that signals the luxury market’s expanding reach and Aston Martin’s commitment to transforming itself into a broader luxury lifestyle brand.
The Unexpected Destination: Daytona Beach
What makes this development a shockwave in the real estate world is its location. Daytona Beach is famous for the Daytona 500 and decades of spring break revelry, not for glittering towers of multi-million dollar residences. The median home price in the area hovers around $386,995, making the planned condo prices—which will range from $1.5 million up to $10 million—a dramatic departure from the local norm.
However, the choice is strategic, rooted in Aston Martin’s heritage:
- Motorsport Connection: Daytona’s deep roots in racing, particularly the Daytona International Speedway, provide a natural link back to the brand’s identity. In fact, the Aston Martin THOR Team’s Valkyrie Hypercar is set to debut at the Rolex 24 Hours of Daytona race in January 2026.
- The “Rising Star” Factor: Developers believe Daytona Beach Shores is a rising star in Florida’s luxury market, ripe for a pioneering ultra-luxury project.
The Details: What $10 Million Buys
Set to open in 2029, the 18-floor, 86-unit tower will redefine the Daytona oceanfront. Key features of the new branded residence include:
- Prime Location: Situated on South Atlantic Ave., just minutes from the Daytona International Speedway, and offering direct beach access.
- Exclusive Units: All 86 units are promised ocean views. The development will feature two double-height penthouse levels housing eight ultra-luxury homes.
- Luxury Amenities: While official amenities are yet to be announced, the project will span 215,000 amenity-laden square feet and include public dining and cafe space. If Aston Martin’s precedent is anything to go by—such as their existing tower in Miami’s Brickell neighborhood—residents can expect high-end perks like a fitness spa, private dining, and pool cabanas.
The Automotive Real Estate Race
Aston Martin is not alone in extending its brand into the residential space. This trend of ultra-luxury automakers moving into real estate is becoming a signature of the high-end market, with car-branded towers serving as extensions of the luxury lifestyle:
- Porsche Design Tower (Miami): Already open, it famously features a car elevator (“Dezervator”) allowing residents to park their vehicles directly inside their units.
- Bentley Residences (Sunny Isles Beach, FL): Set to open in late 2027, this soaring tower will offer condos starting at $5.6 million, with a penthouse priced at a staggering $70 million.
For Aston Martin, and for the luxury market overall, real estate is a “seamless brand extension,” allowing them to cater to the ultrarich who desire a high-quality, high-design experience that goes beyond the garage.
The luxury real estate brokerage Serhant will handle the exclusive sales for the property, signaling confidence that even a town known for speed and sand can sustain a building where units sell themselves on the promise of new, high-end quality, regardless of the price tag. The race to snag the first units begins soon.
