Quietly Being Marketed To Miami Penthouse Buyers: A Free Tesla Model S

Feb 7 2014, 6:12pm CST | by

Quietly Being Marketed To Miami Penthouse Buyers: A Free Tesla Model S

The latest perk to hit the luxury Miami condo market: a free Tesla Model S. Developer Kevin Maloney of Property Markets Group is pairing the electric sedans with penthouses at three of his South Florida luxury high-rises.

The cars are quietly being offered at PMG’s Echo Aventura and Echo Brickell towers in Miami, and its Muse high-rise in Sunny Isles. Penthouse buyers get customized versions of the Model S, the latest from Elon Musk’s Tesla Motors, coveted for its cool factor. That is, buyers get the car if they play their cards right. “We marry them with some of the penthouses,” explains Ryan Shear, senior managing director for Florida at PMG. “It’s a very soft sell.”

How exactly does that work? Basically, the cars are a deal-sweetener to buyers who make clean, generous offers. They’re not as likely to be on the table for those who prefer to nickel-and-dime. MSRP for the Model S: $69,000. Starting prices for the penthouses (yes, there are multiple at each tower) at Echo Aventura are $3 to $3.5 million; at Echo Brickell $10 to $11 million and at Muse $13 and $15 million. Echo Aventura is the only of the three projects that has actually broken ground.

Tesla Model S Comes With Miami Penthouse

The marketing of the cars also underscores the fact that the definition of “penthouse”—which once simply meant the singular residence situated on a building’s top floor–is expanding. Across just three buildings, PMG is selling 32 penthouses. Echo Aventura stretches not only up but out, curving like a horizontal ‘S’, allowing the developer to sell 18 side-by-side penthouses, each with its own rooftop deck and pool. At Echo Brickell, which rises 60 stories, PMG is marketing 16 of its 190 units as “penthouses.” Of those, four are on the top four floors and another 12 are two-per-floor units on the floors just below. Muse, which went to market just two weeks ago, is selling the top two floors as penthouses.

That’s a total of 32 penthouses. Shear says PMG initially reserved 25-30 cars, but can always get more.

“The ideal buyer for us buys a Tesla or an electric car and is technologically-savvy,” says Shear. “We’re trying to infuse luxury with technology.”

As a start, each of the towers comes with charging stations to power up the fleet of Teslas. Muse will feature safes built into leather closets that can only be opened using biometrics. Seventy-five-inch television monitors will appear to be mirrors. Window shades will respond to the signals of the sun. Though Muse is the most technologically-advanced of the three towers, all three boast in-wall speakers and employ an Apple iPad (embedded into the wall) to control heat, lighting, and sound. And unlike most S. Florida condo projects, which come “decorator-ready”—a misnomer that actually means unfinished, except for kitchens and bathrooms—these towers will come complete with flooring and tile, as properties do most everywhere else in the country. The homeowners association will even include IT guys on staff, and complimentary pet-walking services. “It’s literally just come with your clothes and your furniture,” says Shear.

Hence Tesla, with its marrying of technology and luxury, is a branding fit. Normally, perks like free cars might indicate a desperate market, notes Rick Hilton, owner of Beverly Hills firm Hilton & Hyland. “I can recall where they would throw a car in on the package on the house–a Porsche or some luxury car, Hilton says. “Those were the soft years, the early 80s as I recall.” Not so in Miami. What was once a suffering market with a glut of inventory has recovered, and developers are now charging deposits of 50% or more of the purchase price on luxury condos. Thanks to the flood of foreign buyers into Miami—largely from Brazil, Venezuela, Colombia, Argentina, and Mexico where buyers are used to paying cash–developers can get it. PMG’s Shear reports that Echo Brickell is more than 60% sold out, Echo Aventura 70%. The less expensive units sell more quickly than the penthouses.

PMG is the first South Florida group to pair with Tesla, but it is certainly not the only developer to offer quirky perks to entice buyers. Argentine developer Eduardo Constantini will has marketed to would-be buyers for his Oceana Bal Harbour project by offering them joint ownership of two larger-than-leff Jeff Koons sculptures, to be displayed on the building’s ocean-facing breezeway. The closest marketing concept is Gil Dezer’s Porsche Design Tower, which features car elevators that lifts residents’ vehicles into the core of the building, so that they can see from inside their apartments that their treasured wheels are safe and sound.

Source: Forbes Auto

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
It’s January 2026. New York Yankees owner Hal Steinbrenner gets out of his driverless car and triumphantly marches before the gathered press to introduce his prized new free agent. It’s a record-breaking contract—over...
 
 
 

Latest from the Network

$1.99 DVD Movie Black Friday 2014 Deals are on Sale now at Best Buy Online
Like Walmart and Amazon, Best Buy kicks off their Black Friday 2014 sale early. You can already buy Best Buy Black Friday deals advertised in the Best Buy Black Friday 2014 ad today online at bestbuy.com. There is no...
Read more on Movie Balla
 
Indian Catholics now have three native saints
Vatican City/Thiruvananthapuram, Nov 23 (IANS) From now on Indian Catholics will have three native saints following the elevation of Kuriakose Elias Chavara, popularly known as Chavara Achen, and Sister Euphrasia,...
Read more on Politics Balla
 
Garner wants JLo to quit talking about Ben Affleck
Los Angeles, Nov 23 (IANS) Actress Jennifer Garner, who is married to Ben Affleck, is reportedly upset that singer-actress Jennifer Lopez in her interviews continues to mention her past camaraderie with her former beau...
Read more on Celebrity Balla
 
Three militants killed in Pakistan
Islamabad, Nov 23 (IANS) Three militants were killed and two injured in Pakistan's Khyber Agency, media reported Sunday. Lashkar-i-Islam (LI) militants were killed in a clash with Tauheedul Islam peace volunteers at...
Read more on Politics Balla
 
Cheryl Fernandez-Versini bounces back after throat infection
Los Angeles, Nov 23 (IANS) Singer Cheryl Fernandez-Versini, who was suffering a severe throat infection, bounced back on the judging panel of "The X Factor" after reports that she won't be able to make it. The "Crazy...
Read more on Celebrity Balla
 
Kim Kardashian's daughter gets as stylish as mom
Los Angeles, Nov 23 (IANS) Reality TV star Kim Kardashian's daughter North West is all of one, but she's already getting as stylish as her celebrity mother. Her latest accessory is a pair of giant sunglasses. A...
Read more on Celebrity Balla
 
Exercise and fasting could boost brain's functions
Washington, Nov 23 (IANS) Exercise along with occasional fasting is good for boosting the brain's neurons, shows a new research. The research on animals showed how intermittent fasting in rats and mice can enhance...
Read more on Celebrity Balla
 
Golfers Chiragh, Kapur end tied 9th, 20th in Manila
Manila, Nov 23 (IANS) Indian golfers Chiragh Kumar and Shiv Kapur finished tied ninth and 20th, respectively, after the fourth and final round of the $1 million Resorts World Manila Masters as overnight leader Mardan...
Read more on Sport Balla
 
Rita Ora gets more movie offers
Rita Ora has had a lot of offers for film work since starring in 'Fifty Shades of Grey'. The 23-year-old singer makes her movie debut as Christian Grey's sister Mia in the long-awaited movie adaptation of the raunchy...
Read more on Movie Balla
 
Justin Theroux warned by future father-in-law
Jennifer Aniston's dad has ordered Justin Theroux to be ''more considerate''. The 'Cake' actress' father John Aniston reportedly shares her frustration that they have still not set a wedding date, over two years after...
Read more on Celebrity Balla