Only in Dubai - $5 million Ferrari used as billboard to advertise luxury penthouses

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Advertising on the sides of trucks and trailers is a common marketing technique that has been around for years...

However, someone in Dubai thought it would be a good idea to turn a Ferrari LaFerrari into a mobile billboard to promote an upcoming luxury apartment complex. But to be fair, one has to think outside the box to market a luxury property in a hyper-competitive market like Dubai and nothing says wealth like rare and extremely expensive hypercars. Fortunately, Ferrari car is not covered with a hideous wrap, but with the subtle logos of an elite housing development called One Canal.

We don't know if the LaFerrari was finished in an eye-catching blue colour owned by a luxury real estate developer or if it was rented out purely for advertising purposes. However, the images show the LaFerrari in the company of some other special cars, including the Bugatti Chiron and Mercedes-Maybach GLS.

The LaFerrari is a limited-production mid-engined hybrid hypercar that the brand introduced at the Geneva Motor Show in 2013. The Italian marque has limited production of the flagship model to 710 examples for the coupe version and 500 examples for the Aperta version. It's powered by a 6.3-liter V12 that's assisted by a single electric motor, bringing the combined output to 950 hp. The Ferrari hypercar had a starting price of around $1.4 million when it launched a decade ago, but a well-maintained example can easily fetch more than $5 million these days.

One Canal is an upcoming elite residential complex of penthouse apartments located on the banks of the Dubai Canal, in Al Safa District. The 9-story building complex is being developed by AHS Properties in collaboration with the world-famous Italian brand Fendi Casa. The property consists of a collection of 24 penthouses with 3–4-bedroom layouts and lavish sky villas in 4–5-bedroom configurations.

In addition, One Canal also has an exclusive Sky Mansion with 6 bedrooms and an area of 1800 square meters. Prices start at AED 18 million (about $4.9 million), and the project is scheduled for completion in the fourth quarter of 2024.

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