Aston Martin switches gears by building luxury high-rises in surprising Florida town, where apartments will cost up to $10 million each
Luxury automaker Aston Martin is foraying into real estate again, this time with a brand new, ultra-high-end residential project in racetrack paradise Daytona Beach, FL.
The high-rise complex will transform the Daytona coast, best known for the spring break parties that thousands of students have attended for decades.
“The Daytona Beach Shores location was chosen for its combination of luxurious appeal and deep connections to motorsports history,” an Aston Martin spokesperson told Realtor.com®.
Daytona has hosted NASCAR’s Daytona 500 every February since 1959.
Set to open in 2029, the 86-unit branded project overlooks the Atlantic Ocean and is just minutes from the Daytona International Speedway. The development will span 215,000 square meters of amenities and feature two double-height penthouse levels with eight ultra-luxury residences.
The 18-story building will be located at 3411 South Atlantic Ave., a 20-minute drive from the freeway.
Aston Martin’s connection to Daytona is primarily in racing. The Aston Martin THOR team’s Valkyrie Hypercar will debut on track in January 2026, as part of the Rolex 24 Hours of Daytona race.
“For Aston Martin, real estate is a seamless brand extension, with our strategic vision focused on growing Aston Martin beyond the automotive space,” added director of brand diversification. Stefano Saporetti.
The Daytona Apartments join the sleek Aston Martin Homes at 300 Biscayne Blvd. in Miami’s Brickell neighborhood, where studios start at $950,000 and triplex penthouses go up to $50 million.
The automaker also has residential properties planned Tokyo And Dubaiand it examines Mexico City and Tampa Bay, FL.
Clearwater-based Valor Real Estate Development will be the developer and designer for the Daytona Beach condos.
All 86 units have ocean views and direct beach access, with 10,000 square feet of public dining and café space.
Although amenities have not yet been announced, the Miami condo complex comes with a fitness spa, sauna, spinning and boxing rooms, meditation room, beauty salon, private dining room, pool and cabanas, and a chef’s kitchen.
Daytona Beach is still a sleepy coastal town, but Aston Martin believes it is on the rise.
“Daytona Beach Shores is a rising star in Florida’s luxury market; exceptional community and city leadership with the vision and vitality we look for in world-class destinations,” said Valor CEO Moses Agami said in a press release.
Oceans Luxury Realty Full Service Agent Brad Smith agrees that Daytona Beach is on the rise in the luxury world, and he has long waited for an ultra-luxury building to move into the vacant lot on South Atlantic Avenue.
“I will sell all these units,” he tells Realtor.com. “I don’t care how much they cost.”
But Smith doesn’t have to worry about the sales, as it was announced on Thursday that Serhant, the luxury real estate company led by Ryan Serhant of Netflix’s ‘Owning Manhattan’ will be the exclusive sales team for the property.
“There is nothing more exciting than seeing a vision like this come to life, uniting legendary names in luxury such as Aston Martin, a prime location and exceptional design,” Serhant said in a press release.
The projected price tags of $1.5 million to $10 million are well above the area median of $386,995. But Smith is confident the resort can bear that price.
Unlike the Miami location, it remains to be seen if Daytona will attract the luxury crowd as there are no Gucci, Louis Vuitton and other luxury brand stores nearby to attract that type of customer.
“I talk to people all the time. They tell me they want new and nice, and they don’t care what it costs as long as it’s high quality,” says Smith. ‘There are so many people moving in that we could knock it out of the park with a building like this. The first to build it will be the hero.”
No units have yet come onto the market, a process that will start within weeks, says the Aston Martin spokesperson.
Smith says he’ll be first in line, not just to sell, but to buy.
“I’ve been waiting for such a luxurious apartment so I can move in myself,” he says.
Luxury car makers are investing in real estate
Aston Martin isn’t the only luxury car name with a deep interest in real estate. Porsche and Bentley already have their own South Florida-branded buildings.
The Bentley Residences, a gleaming tower at 18401 Collins Ave. in Sunny Isles Beach, Florida, which will open in late 2027, joins those already open Porsche Design Tower in Miami.
Condos in the ultra-exclusive 63-story Bentley will start at an eye-watering $5.6 million, with the penthouse costing a staggering $70 million. Once completed, the tower will be the tallest residential building on an American beach.
At the beginning of last year, 86 of the 216 Bentley copies had already been sold. The Bentley promises unparalleled privacy for its ultra-wealthy residents.
“The only people who can sit next to you are your friends or other people who live in the building,” Miami developer Gil Dezer told Realtor.com. “No one is going to sit next to you because they can afford a $200 meal and you paid $8 million to be there.”
