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

Grove Collision Repairs, Ltd. Offering a Streamlined Repair Solution
Spruce Grove, Canada, April 23, 2014 --(PR.com)-- Parkland County-based collision repair specialist, Grove Collision Repairs now offers seamless solutions for all incoming clientele with collision repair needs. It...
 
 
Autobody Repair Shop Grove Collision Repairs, Ltd. Highlights Accident Response Tips on Website
Spruce Grove, Canada, April 23, 2014 --(PR.com)-- Local Parkland County specialists for fast, efficient autobody repair work, Grove Collision Repairs, Ltd is now highlighting the steps that drivers must takes after an...
 
 
Donlen Names Top Auction Award Winners
Northbrook, IL, April 23, 2014 --(PR.com)-- Donlen, the fleet industry's most customer centric and technically integrated provider of financing and asset management solutions, announced today recipients of its...
 
 
UAW Stand-Down In Tennessee May Signal Its Ultimate Demise
It’s remarkable how fast the triumphalist vision of United Auto Workers President Bob King is crumbling. The union’s decision this week to stop contesting the vote in Chattanooga comprises a strategic rather than merely...
 
 
 

Latest from the Network

American Gymnast Opens New Location
Chesapeake, VA, April 23, 2014 --(PR.com)-- American Gymnast has announced the opening of a brand new location based in Chesapeake, VA. The new office will operate as American Gymnast North, managed by Rick Walker....
Read more on Sport Balla
 
Lily Yip Table Tennis Center Rejoins “We Are Butterfly” Club Program
Wilson, NC, April 23, 2014 --(PR.com)-- The Lily Yip Table Tennis Center (LYTTC) in Dunellen, New Jersey, has rejoined the &#8220;We are Butterfly&#8221; Club Program. As part of the program, Butterfly table tennis...
Read more on Sport Balla
 
DDA Seeks Businesses and Tenants for "Suite Spot @ Sugar Hill"
Sugar Hill, GA, April 23, 2014 --(PR.com)-- Is your local home-based business looking for a new home? If so, your small business is invited to come grow with the City of Sugar Hill at the &#8220;Suite Spot.&#8221;...
Read more on Politics Balla
 
Obama Has Legal Duty to Provide Clemency for Drug Offenders Says Federal Clemency Advocacy Center
Washington, DC, April 23, 2014 --(PR.com)-- Obama Administration Has Legal - Moral Duty to Provide Clemency Relief for Mandatory Minimums. Criminal justice reform advocates today announced support for the Obama...
Read more on Politics Balla
 
Mark C. Britton Recognized by Strathmore's Who's Who Worldwide Publication
Durham, NC, April 23, 2014 --(PR.com)-- Mark C. Britton of Durham, North Carolina has been included in the Strathmore&#8217;s Who&#8217;s Who Worldwide Edition for his outstanding contributions and achievements in the...
Read more on Business Balla
 
Osagie Imasogie Recognized by Strathmore's Who's Who Worldwide Publication
Philadelphia, PA, April 23, 2014 --(PR.com)-- Osagie Imasogie of Philadelphia, Pennsylvania has been included in the Strathmore&#8217;s Who&#8217;s Who Worldwide Edition for his outstanding contributions and...
Read more on Business Balla
 
Dr. Stephen Katsinas Has Recently Been Recognized by America’s Registry of Outstanding Professionals
Farmingdale, NY, April 23, 2014 --(PR.com)-- Dr. Stephen Katsinas is currently the Director of Education Policy and Professor of Higher Education Administration at the University of Alabama (education.ua.edu). He...
Read more on Business Balla
 
Online Wreaths Releases the Most Comprehensive Wreath Buyer's Guide
Newland, NC, April 23, 2014 --(PR.com)-- Choosing a wreath can be a daunting task for many potential buyers, this guide is designed to take some of the confusion out of buying a wreath. Many of the common questions...
Read more on Business Balla
 
Medical Device Market in China to 2018 - Market Size, Trends, and Forecasts
Navi Mumbai, India, April 23, 2014 --(PR.com)-- This industry report offers the most up-to-date market data on the actual market situation, trends and future outlook for medical devices in China. The research includes...
Read more on Business Balla
 
 
Auto Balla Sexy Balla Sport Balla TV Balla Politics Balla Movie Balla Apple Balla Business Balla Ad Balla Celebrity Balla