Mercedes-Benz is adapting to slower global car sales by moving into luxury real estate with a massive development in Dubai. Partnering with Binghatti, the project will feature more than 13,000 upscale residences across multiple towers, covering millions of square feet. Executives say the goal is to create integrated urban living that carries the Mercedes identity beyond vehicles into lifestyle and architecture.
The shift reflects mounting pressure on automakers from tariffs, intense competition—especially in China—and changing consumer preferences worldwide. By expanding the brand into property and design, Mercedes-Benz aims to diversify revenue while reinforcing its image in premium living.
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