Luxury automaker Aston Martin is speeding into real estate again, this time with a brand-new, ultrahigh-end residential project in racetrack haven Daytona Beach, FL.
The high-rise condominium is set to transform the Daytona oceanfront, known more for its spring break parties that thousands of college students have been flocking to for decades.
“The Daytona Beach Shores location was chosen because of its combination of luxury appeal and deep connections to motorsport history,” an Aston Martin spokesperson tells Realtor.com®.
Daytona has been hosting NASCAR’s Daytona 500 every February since 1959.
Set to open in 2029, the 86-unit branded development will overlook the Atlantic Ocean and is just minutes from the Daytona International Speedway. The development will span 215,000 amenity-laden square feet and have two double-height penthouse levels with eight ultraluxury homes.
The 18-floor building will be located at 3411 South Atlantic Ave., a 20-minute drive to the speedway.
Aston Martin’s connection to Daytona is in racing first. The Aston Martin THOR Team’s Valkyrie Hypercar will debut on the 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 centered on growing Aston Martin beyond the automotive world,” adds director of brand diversification Stefano Saporetti.
The Daytona condos join the sleek Aston Martin Residences at 300 Biscayne Blvd. in the Brickell neighborhood of Miami, where studios start at $950,000 and the triplex penthouse runs up to $50 million.
The automaker also has residences planned for Tokyo and Dubai, and it’s looking into 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 will have ocean views and direct beach access, with 10,000 square feet of public dining and cafe space.
While the amenities aren’t yet 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 chef’s kitchen.
Daytona Beach is still a sleepy shore town, but Aston Martin believes it is on the rise.
“Daytona Beach Shores is a rising star in Florida’s luxury market; an exceptional community and city leadership with the vision and vitality we seek in world-class destinations,” Valor CEO Moises Agami said in a release.
Oceans Luxury Realty Full Service agent Brad Smith agrees that Daytona Beach is up-and-coming in the luxury world, and he has been long waiting for an ultraluxury building to make its appearance in the empty plot on South Atlantic Avenue.
“I will sell every single one of those units,” he tells Realtor.com. “I don’t care how much they cost.”
But Smith won’t have to worry about sales because it was announced on Thursday that Serhant, the luxury brokerage company led by Ryan Serhant of Netflix’s “Owning Manhattan,” will be the exclusive sales team for the property.
“There’s nothing more exciting than seeing a vision like this come to life, that unites legendary names in luxury like Aston Martin, a prime location and exceptional design,” Serhant said in a release.
The planned price tags of $1.5 million to $10 million are far above the area’s median of $386,995. But Smith is confident that the beach town can support that price.
Unlike its Miami location, it remains to be seen whether Daytona will draw the luxury crowd, considering there are no Gucci, Louis Vuitton, and other high-end brand stores nearby to attract that kind of clientele.
“I talk to people all the time. They tell me they want new and nice, and they don’t care what it costs so long as it is high-end quality,” Smith says. “We’ve got so many people moving in, we could knock it out of the park with a building like that. The first one who builds it will be the hero.”
No units have yet come on the market, a process that will start within the next few weeks, says Aston Martin’s spokesperson.
Smith says he will be first in line—not just to sell, but to buy.
“I’ve been waiting for a luxury condo like that, so I can move in myself,” he says.
Luxury automakers get into real estate
Aston Martin isn’t the only luxury car name deep into 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, FL, slated to open in late 2027, joins the already opened Porsche Design Tower in Miami.
Condos in the ultraexclusive 63-story Bentley will start at an eye-popping $5.6 million, and the penthouse is priced at a jaw-dropping $70 million. Once completed, the tower will be the tallest residential building on a U.S. beach.
As of early last year, 86 of Bentley’s 216 units were already sold. The Bentley promises unparalleled privacy for its ultrarich 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 will be sitting next to you because they can afford a $200 meal and you’ve paid $8 million to be there.”
