Inside Dubai’s Mercedes-Benz City

The Concept and the Location

Dubai is never short of bold real estate statements, but this one has a particular kind of swagger. Developer Binghatti has unveiled plans for a Dh30 billion master planned community it describes as the world’s first Mercedes-Benz branded city, planned for Nad Al Sheba near Meydan. The pitch goes well beyond a single branded tower. Instead, the ambition is to spread the Mercedes-Benz identity across an entire district, from the skyline and public realm down to the lifestyle offer residents will use day to day. 

City Within A City

The project is being launched under the name Mercedes-Benz Places | Binghatti City. Based on the information shared so far, it will span more than ten million square feet and is being framed as a “city within a city”. In plain language, that means the developer wants it to function like a complete neighbourhood rather than a collection of towers with a shared brand badge. Think parks and promenades, sport and wellness, retail and social spaces, and mobility features planned together from the outset, not stitched in later.

A skyline built around a centrepiece

At the centre of the masterplan sits a landmark tower called Vision Iconic, a reminder of how much the city is defined by iconic buildings in Dubai. Binghatti says it will rise to around 341 metres, and it will be flanked by 11 additional towers that step down in height as they move away from the middle. The idea is a layered skyline, with the tallest element acting as the anchor and the surrounding buildings shaping a more graduated profile. On paper, that can help a district feel less like a wall of glass and more like a place with a recognisable heart.

Homes, unit mix and launch pricing

Unit Mix

The headline figure for supply is substantial: Binghatti has stated the plan includes 13,386 homes in total, ranging from studios up to larger residences, with penthouses included in the broader offer. The unit breakdown also tells you who the project is trying to attract. The majority is concentrated at the smaller end: 6,321 studios and 4,963 one-bedroom units. Two-bedroom homes account for 1,653 units, with 431 three-bedroom properties, and a very limited set of 18 four and five-bedroom residences. That kind of mix usually signals two objectives at once: a broad investor audience that favors lower ticket sizes and easier rental liquidity, a pattern you often see across offplan investments in Dubai, and end users who want newer stock but do not necessarily need large floorplates.

Launch Pricing

Launch pricing, as announced, begins at around Dh1.6 million for studios, Dh2.6 million for one-bedrooms, about Dh3 million for two-bedrooms and roughly Dh5 million for three-bedrooms. It is worth treating these figures as starting points rather than a fixed menu. In Dubai’s off-plan market, the spread can widen quickly depending on views, floor height, layout efficiency, balcony size, whether a unit faces greenery or road infrastructure, and the payment plan attached to a particular release. If you are comparing units, ask not only for the headline price but also for what is included, what is optional, and what the service charges are expected to look like once the buildings are operational.

Phasing, timelines and buyer considerations

Binghatti has said the scheme will be delivered in three phases, with an overall timeline of about three and a half years. That is ambitious for something this large, although phasing can make it more realistic if infrastructure and the first towers come online while later sections are still being built. For buyers, the key is sequencing, especially when comparing offplan and ready properties in Dubai. An early phase might mean earlier handover but more construction around you for longer. A later phase could offer a more mature surrounding environment, but you will wait longer for keys. Either way, tower-by-tower clarity matters, because “community handover” often hides the fact that different buildings can complete on different schedules.

Due Diligence And Delivery Detail

The developer has also said the project is being self-financed through its own equity and free cash flow. Whatever the funding structure, practical due diligence remains the same: confirm registration, understand escrow arrangements, and read the payment schedule carefully, and budget for the costs to consider while buying a property in Dubai so there are no surprises later. Branded projects can also differ widely in what is included at handover, from appliances and smart home systems to finishing schedules and parking allocations, so buyers should push for clear written specifications rather than relying on glossy renderings.

The design and Mercedes-Benz branding

The design narrative leans on Mercedes-Benz’s “Sensual Purity” philosophy, broadly described as clean forms and precision-led detailing. The public descriptions include automotive cues in the podium lines and façade language, plus silver and chrome accents. All 12 towers are expected to be named after Mercedes-Benz concept vehicles, including Vision One-Eleven, Vision Mercedes Simplex, Vision Mercedes-Maybach 6 and Vision AVTR. The names will certainly be memorable. The more important question for long-term value is whether the buildings are executed with materials and maintenance standards that keep the place looking sharp five and ten years after handover, not just at launch.

The Grand Promenade and Everyday Liveability

At the centre of the plan sits the Grand Promenade, positioned as a landscaped park that acts as the community’s green spine. The idea includes water features, shaded groves, art pavilions, walking routes and elevated links between towers. In Dubai’s climate, the quality of shade, seating and cooling strategies will decide whether people genuinely use the promenade in warmer months or whether it becomes something residents enjoy mainly in the winter season. For buyers who like to sense-check a launch story, it helps to compare this sort of masterplan promise with other established communities nearby, and to track updates through trusted market coverage such as LuxuryProperty.com.

Amenities, at least on paper, are extensive: family pools, infinity pools and splash zones, gyms and yoga areas, outdoor training decks and sky jogging tracks. The plan also talks about 12 specialised sporting clubs, with activities listed including padel, squash, climbing, archery, Pilates, spin studios and golf simulators. Social spaces are part of the pitch too, including an event hall, private screening lounge, an e-sports lounge and concierge services. Electric vehicle infrastructure and mobility support are also planned across the district, which fits the broader “future city” messaging. 

Market Timing and Momentum

This project is landing against a strong market backdrop. Dubai Land Department figures for 2025 show more than 270,000 property transactions worth AED 917 billion, up 20% year on year. That kind of momentum helps explain why developers are willing to launch large, high-visibility branded schemes and why there is appetite for developments promising a distinct lifestyle rather than another interchangeable tower.

What Will Matter Most

Based on what has been released so far, Mercedes-Benz Places | Binghatti City is a Dh30 billion, 12-tower masterplan in Nad Al Sheba near Meydan, spanning more than ten million square feet and promising 13,386 homes across a wide unit mix. The branding is being applied at district scale, not just to a single building, and the amenity pitch is designed to sell a full lifestyle rather than a floorplan alone. The next chapter, and the one that will matter most, is delivery: construction progress, transparency around specifications, and whether the Grand Promenade becomes a genuinely liveable, shaded heart of the neighbourhood.