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Prix Luxury Real Estate is a high-end property developer featured in Grand Theft Auto Online. The company operates in the ultra-luxury segment of the Los Santos housing market, specializing in hillside mansions built for players who want homes that reflect their status and criminal success. Prix Luxury was introduced leading into the A Safehouse in the Hills update, where its lineup of extravagant estates became one of the main attractions.
Prix Luxury Real Estate entered Grand Theft Auto Online during the Money Fronts update as part of the New Listings Week rollout. The company positions itself at the very top of the Southern San Andreas real estate world, framing its homes as the ultimate symbol of wealth and accomplishment. Rockstar’s announcement highlighted features such as expansive grounds, detailed interior design, and a built-in AI Assistant intended to help players manage both business and day-to-day tasks.
Alongside its property catalog, Prix Luxury established the Very Important Prix (VIP) program. Early supporters and mission participants receive Gold Tier recognition, which includes a sizable discount on a future mansion purchase. This program sets the company up as an exclusive brand catering to Los Santos’ criminal elite.
The company’s branding leans heavily into the satire typical of the Grand Theft Auto series. The name Prix and the slogan "Very important Prix - Status is everything" play on a familiar insult, a tongue-in-cheek nod that fits comfortably within GTA’s long-running tradition of mocking luxury culture. Before the update launched, the logo and slogan appeared on Coming Soon signs around construction sites in Vinewood Hills, signaling a major push into the high-end real estate market.
Prix Luxury Real Estate focuses on developing and selling ultra-premium mansions designed as full-service command centers for high-level players. Their offerings include:
The company’s footprint becomes visible through active construction and renovation sites in the wealthiest neighborhoods of Los Santos and parts of Blaine County. During New Listings Week, multiple sites were marked with signage and equipment as work began on new luxury homes.
Confirmed locations include:
There is currently no confirmed information about how, or if, Prix Luxury Real Estate will appear in Grand Theft Auto VI.
Prix Luxury Real Estate becomes a central feature during the lead-up to the A Safehouse in the Hills update. Players assist the company through the New Listings missions, which involve clearing and preparing sites so construction can move forward. One example includes removing squatters from the Buen Vino Road Mansion to allow renovations to begin.
Finishing all three missions earns players a place in the Very Important Prix (VIP) program. Gold Tier members receive several rewards, the most notable being a two-million-dollar discount toward any Prix Luxury mansion once they become available for purchase in A Safehouse in the Hills.
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The name Prix serves as a deliberate pun on an insulting slang term, reinforced by the company’s slogan, "Very important Prix - Status is everything". It fits neatly into GTA’s broader tradition of poking fun at wealth and high-society excess.
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