Just over four months ago, we touched upon BRABUS Island, the German tuner’s big announcement about its first branded real estate project at an invite-only event in Abu Dhabi’s Al Seef District, an hour southwest of Dubai, in the United Arab Emirates (U.A.E.).
Being developed by Reportage Properties, in collaboration with Cosmo Developments under the BRABUS brand, the focus of this project in Phase 1 was on four high-rise towers on the island in the Emirati capital that comprises 350+ luxury apartments in two, three, and four-bedroom layouts that range from 1,152 square feet to 4,908 square feet. Now, BRABUS has revealed the project’s second phase: 92 high-end villas.
BRABUS, of course, was founded in 1977 and has built its reputation turning and tuning Mercedes-Benz models into faster, sharper, and more bespoke machines. In the U.A.E., the brand enjoys a unique status as custom builds based on the G-Class, a model extremely popular with locals (including with the Royal Family and the Dubai Police, who are renowned for possessing several supercars in their fleet), has further established BRABUS as a niche luxury brand.
Given the brand’s target demographic, they’ve naturally transitioned and expanded into other lifestyle markets, including luxury yachts, fashion through Signature Night, and now real estate. The concept with this project is straightforward but ambitious: Attempt to carry over the company’s high-performance DNA into the world of real estate. Essentially, build upon everything that has made Brabus a household name among Mercedes enthusiasts and take it into a very different, but equally lucrative, asset class.
Now, coming to these villas, they are available across multiple layouts. You have beach villas with direct sand access, lakefront retreats designed for quiet escapes, and more compact twin villas and townhouses. At the top-tier sit penthouses and V.I.P. residences, reserved for those who seek maximum privacy. The overall design language matches the company’s automotive catalog and design philosophy: Sharp angles and a clear focus on performance-inspired architecture.
Inside, the main pitch is personalization, and just as you would choose your leather, stitching, or trim in a Brabus G-Wagen / Rocket 1000, here you select layouts, finishes, and color palettes. Modular interiors being offered to residents means you can shape and tailor your house around your lifestyle. Also, the Amenities are extensive, and every villa connects to a private pool, terrace, or green backyard.
Shared facilities include a private marina, direct beach access, landscaped seating areas, a retail pavilion, a fitness center, and multiple swimming pools. For a city like Abu Dhabi, where waterfront access often commands premiums well into the millions, this level of integration could position Brabus Island in a unique bracket. It is less about one-off features and more about stacking as many exclusive features as possible into a single package.
Now, this isn’t the first time automotive and luxury brands have blurred the lines with real estate developments. Porsche and Bentley both have residential towers in Miami, and duPont Registry Group is working with Pininfarina on a luxury tower in Miami’s design district, aimed at car collectors.
But what makes Brabus Island different is its timing and location. The U.A.E. and Dubai, in particular, have emerged over the past decade as a lucrative destination for ultra-high-net-worth individuals who want exclusivity, security, and brand-backed prestige in one place, along with a stable political environment with world-class infrastructure and connectivity.
That is also why several established high-end global luxury brands, including the likes of Bugatti, Trump, Jacob & Co., Mansory, and now Brabus, are staking their claims. Abu Dhabi itself adds cultural weight, with landmarks like the Louvre and Yas Island, home to Ferrari World and the final race on the annual F1 calendar. As for the Brabus-branded Villas, with only 92 units, scarcity is already baked in just like in the collector car world, and that in itself may be the strongest appeal of this project.
Images: BRABUS
