Since extending his deal with Manchester City, Erling Haaland has lived as the Premier League’s top earner — roughly €2.57 million per month opens doors at any showroom in the world. But for the Norwegian, cars are not only pleasure and status. They are also an investment tool: some supercars are acquired with partners as rare assets with appreciation potential. As a result, the striker’s personal fleet looks like a mix of track machines, luxury SUVs and limited-series hypercars.
Star Salary and Freedom of Choice in the Parking Lot
The lucrative contract explains the breadth of choice, but Haaland doesn’t randomly “collect badges.” There’s a logic to his garage: practicality for everyday use, uncompromising machinery for the circuit, and pieces with collectible value. For daily tasks he prizes comfort and reliability; for thrills he prefers cars built around the engine and aerodynamics — without compromise.
American Muscle: Ford F-150 Shelby Super Snake
The most eye-catching recent addition — a Ford F-150 Shelby Super Snake at around €200,000. Haaland arrived at the City training ground in this giant; it’s one of those cases where the owner’s image and the car’s character align. An aggressive aero kit, reinforced suspension, refined detailing, a 5.0-liter V8 and up to 785 hp — this pickup looks like a muscle car in a truck body and sounds the part. It’s made to stand out in traffic and draw stares at the training facility gates.
Track Ritual: Porsche 911 GT3 RS
After signing the new contract, Haaland celebrated with a bright orange Porsche 911 GT3 RS — not just a “pretty 911,” but a track-focused fan favorite with a naturally aspirated 4-liter engine. Price: north of €200,000. Carbon doors, fenders and bucket seats, large ventilation cutouts on the front lid for aero, and a rear wing taller than the roof tell you exactly what it’s for. Official 0–100 km/h is 3.2 seconds. You buy this kind of car to pilot it, not merely to “drive around.”
German Phase: Wagon Looks, Supercar Speed
In his Dortmund years, right after moving to Borussia, Erling had a “work romance” with German engineering. He was often seen behind the wheel of a red Audi RS6 Avant — a unique blend of family wagon silhouette and genuine supercar hardware. For roughly €150,000 you get 280 km/h at the top end and 0–100 km/h in 3.4 seconds — a formula for those who want both cargo space and a thrill. A black Audi also made the rounds, as did a Mercedes-AMG GLE 63 S 4Matic Coupé at about €180,000: coupe-like lines, a 4.0-liter twin-turbo V8 and all-wheel drive. Despite Borussia’s sponsorship by Opel at the time, Haaland chose Audi and Mercedes — proof of how exacting he is about a car’s character.
Cars as Assets: Who Haaland Invests With, and in What
The Norwegian has long been interested not only in consumption but also in capital appreciation. According to Forbes, his annual income is about $62 million (with $48 million from football and $14 million from commercial avenues). Brand partnerships, promo work, investments via Luxembourg-registered Pillage 3 AS (a vehicle for stocks, funds and bonds), and Norway’s Bon Dep with those kknekki hair ties — all are familiar parts of his portfolio. The new vector is rare cars.
The key partner is Norwegian investor Ole Ertvaag, regularly listed among the country’s top 20 richest people. Kapital magazine valued his fortune at NOK 16.5 billion (nearly €1.5 billion). His collection includes more than 20 cars, many registered on Norwegian plates. Some purchases are made in shares — including together with Haaland.
Collectible Peak: Bugatti Tourbillon and Mercedes-AMG One
A recent joint buy — the ultra-rare Bugatti Tourbillon. Including taxes and Norwegian registration, the price is estimated around €4 million. The model was unveiled in 2024, production starts in 2026, and only 250 units will be made. The headline feature is a new V16 in a hybrid layout and a “watchmaking” aesthetic: an analog center console actuated by mechanical gears, gauges arranged to evoke clock hands — haute horlogerie on wheels. And it’s not just art: 0–100 km/h in about 2 seconds, under 5 to 200, about 10 to 300, and 25 to 400; the stated top speed is 445 km/h.
Another “ticker” in the portfolio is the Mercedes-AMG One. Essentially Formula 1 technology adapted for the road: a 1.6-liter turbo V6 paired with several electric motors, active aerodynamics, energy recuperation, and an electro-mechanical/electro-hydraulic suspension. Just 275 cars, and with taxes it’s north of €3 million. This is no longer “buy and drive,” but an “icon-class” asset with serious appreciation potential.
Monaco Episode: Ferrari Monza SP2 — At the Wheel, But Not the Owner
In the summer of 2023 Haaland vacationed in Monaco: yachts, social calls, lunch with Prince Albert of Monaco — and footage of him driving a rare Ferrari Monza SP2. This two-seat speedster from the Icona line nods to the 1950s: no roof or windshield, a naturally aspirated V12, 0–100 km/h in 2.9 seconds, only 500 built and a price around €1.5 million. But this time it wasn’t his car: wearing UAE plates, it belongs to Manchester entrepreneur Umar Kamani, who was spotted in the passenger seat next to Haaland. A useful reminder — not everything Haaland is seen in automatically lives in his garage.
Fast Daily Drivers: Ferrari 812 Superfast, Rolls-Royce and Aston Martin
Other heavy hitters have appeared in the striker’s everyday “billboard.” He’s been seen in a yellow Ferrari 812 Superfast: a front-mounted 800-hp V12, 0–100 km/h in 2.9 seconds and 340+ km/h at the top — a modern Ferrari classic inspired by the legendary 365 GTB4 Daytona. Price is about €300,000.
From the luxury realm — a nearly €300,000 Rolls-Royce Cullinan: since 2019 the SUV has become a footballers’ favorite (Cristiano Ronaldo is often cited among the trendsetters), and Haaland is very much in step. For practicality and punch — a green Aston Martin DBX 4×4 at roughly the same sticker: the brand’s first SUV and first all-wheel-drive model, with twin rear spoilers and a 4-liter Mercedes-AMG V8.
In the same vein are a Mercedes Maybach 4×4 (roughly €240,000–€290,000) and a Range Rover Sport P510e (about €150,000–€160,000). These meet the daily brief of “spacious, quiet, lavish,” yet deliver enough shove that you won’t feel like a “passenger” in the fast lane.
What It All Costs, and What’s Truly His
Add up the loudest entries — from the Bugatti and AMG One to the Ferraris, Rolls-Royce and Aston — and the garage valuation easily clears €10 million. But there’s a key nuance: some of these cars are fractional investments, some may have been bought with a view to resale, and others could already be sold or leased. The supercar world is a living ecosystem: today you join a waitlist, tomorrow you take delivery of a limited-series piece, the day after you lock in gains and reshape the collection’s composition.
Bottom Line: Lifestyle × Strategy
Haaland’s story with cars is more than a showcase of beautiful objects. It’s a coherent strategy: set aside the “tools” for daily mobility, leave room for track emotions, and add assets that accrue value over time. Inside are a charismatic American pickup, German engineering school, British luxury and the Franco-Italian mechanical poetry of the hypercar class. All of it is driven by someone who thinks pragmatically on and off the pitch: emotions — here and now; appreciation — over the long run.
