Lorinser

Lorinser is a renowned German luxury vehicle customiser and tuning specialist founded in 1930 by Erwin Lorinser in Waiblingen, Germany, with its global headquarters currently based in Winnenden. Working in close collaboration with Mercedes-Benz, it is one of the rare bespoke coachbuilders that retain original factory engine specifications, focusing instead on comprehensive upgrades to exterior aerodynamics, sports suspension setups, high-performance braking systems, and bespoke luxury cabin appointments. Renowned for giving every build a distinctive personality and striking road presence beyond factory standards, Lorinser is widely hailed within the industry as the "Mercedes-Benz Fashion Designer". Alongside AMG and BRABUS, Lorinser stands as one of the world's big three official Mercedes-Benz tuning powerhouses, operating across 45 countries worldwide.

Development History

Lorinser’s storied heritage dates back to 1 March 1930, when automotive mechanic Erwin Lorinser established an independent motor workshop in Waiblingen, Germany. Driven by exceptional technical expertise and an entrepreneurial spirit, Erwin caught the attention and endorsement of the then Daimler-Benz AG, becoming one of the brand's earliest authorised Mercedes-Benz dealerships. Over the ensuing decades, the company focused on new Mercedes-Benz vehicle retail as its core business, building a sterling reputation across the region.

In 1974, second-generation successor Manfred Lorinser took over the family business and expanded operations to Winnenden, Germany. In 1976, the firm set up a dedicated performance tuning division in Winnenden, officially pivoting its focus towards bespoke upgrades for Mercedes-Benz and Smart models. By 1981, Lorinser officially registered its tuning division as an independent entity, cementing its standalone stature in the global vehicle customisation arena.

Lorinser entered the Chinese market in 1995, initially promoting and marketing under the transliterated moniker "劳伦士". In 2015, the brand forged a strategic partnership with Suzhou AVIC-Zhongzhen, unified its official Chinese branding to "罗伦士" in 2016, and formally inked an authorisation agreement in 2017 to anchor its footprint in the Asia-Pacific region. Today, third-generation successor Marcus Lorinser oversees the brand's global operations.

In 2022, Lorinser established a joint venture with Haier Group's Cotech, marking a key milestone in the brand's strategic transition from traditional aftermarket tuning to an integrated, high-end digital customisation ecosystem.

Brand Matrix / Product Line

Lorinser's product portfolio spans four key vehicle segments: sedans, SUVs, MPVs, and luxury commercial vans, with core models priced between RM1,200,000 and RM3,000,000.

MPV Series represents Lorinser’s flagship product line in the Chinese market. The VS series is built on extensively bespoke Mercedes-Benz V-Class platforms, featuring models like the VS560MX and VS600MX. Notably, the 2026 VS600MX Gulfstream Customised 1930 Founding Limited Edition 7-seater is paired with a 9-speed automatic transmission and driven by a 2.0T engine with a 48V mild-hybrid powertrain. Meanwhile, the LS series luxury commercial vans are developed on the Mercedes-Benz Sprinter chassis, with variants like the LS600MX Gulfstream Custom, LS570MX Tianzhou, and LS570TX Tianji tailored for high-profile business executives and VIP transport, boasting vast cabin space, first-class airline-style seats, and high-end rear entertainment suites.

SUV Series features customised models such as the Lorinser GS500 and Lorinser ML-Class, which have received extensive upgrades to their exterior styling, cabin refinement, and chassis suspension. The launch of the GS600 Tianyue in 2024 further strengthened the brand's presence in the full-size luxury SUV segment.

Sedan Series is headlined by the Lorinser S-Class and Lorinser MAYBACH S-Class, offering powertrain choices from 3.0L to 5.5T, with prices spanning RM1,308,000 to RM2,950,000. Additionally, Lorinser offers bespoke tuning packages for Mercedes-Benz Smart: via an ECU remap, the smart fortwo's 1.0T engine output is raised from the standard 84 hp to 105 hp.

Market Performance

Lorinser commands a dominant position in China’s premium luxury custom commercial van sector. As of 2026, the annual production of customised vehicles at Suzhou Lorinser Auto Manufacture Co., Ltd. reached 2,000 units, capturing over 25% market share in the domestic high-end bespoke commercial vehicle segment. Its retail footprint covers 24 provinces and 4 direct-administered municipalities, supported by an expansive network of nearly 100 dealer partners—including multiple authorised Fujian Benz dealerships—spanning core first-tier and new first-tier cities nationwide.

On the global stage, Lorinser’s authorised dealer network spans 45 countries, with Europe, the United States, Japan, and China standing as its core revenue-generating markets. At present, Lorinser's global sales are largely driven by the Asia-Pacific region, maintaining solid growth in the ultra-luxury bespoke sector thanks to its elite brand positioning.

At the joint venture level, Suzhou Lorinser Auto delivered around 1,200 bespoke units in 2025. In the pre-owned market, the Lorinser VS series is widely recognised as boasting some of the highest resale values and strongest residual value retention in the luxury MPV segment.

Core Technologies

Unlike AMG and BRABUS, Lorinser steadfastly adheres to its signature philosophy of leaving factory engines untouched, ensuring vehicles fully retain Mercedes-Benz global warranty, servicing, and diagnostic support. Its competitive edge centres on bespoke aerodynamic design, tuned sports suspension, enhanced braking systems, and ultra-luxurious cabin craftsmanship.

Exterior Aerodynamics and Wheel Technology stand as Lorinser's hallmark specialities. Every Lorinser build features a bespoke aero body kit, redesigning the front bumper, air intakes, and body lines to lend the vehicle a more muscular and dynamic stance. For rolling stock, Lorinser offers a diverse range of lightweight forged alloy wheels, including the iconic RS5, RS6, RS8, LM5, and LM6 designs.

Suspension and Chassis Technology sees Lorinser deploying dedicated sports suspension kits to lower the ride height, lower the centre of gravity, and enhance handling stability, which work in tandem with upgraded high-performance brakes to deliver sharper vehicle dynamics.

Interior Customisation Technology is the cornerstone of Lorinser's luxury pedigree. The cabin is upholstered in hand-picked premium genuine leather and Alcantara, complemented by intricate hand-stitching across the seats, steering wheel, dashboard trims, and roof lining, complete with bespoke Lorinser embroidered emblems to deliver an opulent, tailor-made sensory experience that builds on factory luxury.

Overseas Layout

Lorinser is headquartered in Winnenden, Germany, with twin manufacturing and operational hubs situated in Germany and Zhangjiagang, China. In 2024, Lorinser officially launched its world-first digital industrial park for bespoke automotive customisation in the Zhangjiagang Free Trade Zone, Suzhou, delivering turnkey customisation solutions across the Asia-Pacific region.

The brand’s authorised distribution network extends across 45 countries worldwide, with primary sales hubs in Europe, the United States, Japan, and China. Lorinser is also rapidly growing its client base in emerging markets such as Russia, Ukraine, the UAE, Dubai, Kuwait, and Saudi Arabia. Currently, Lorinser has authorised Dongfeng Import & Export Company to manage wholesale distribution in Russia, progressively expanding its global reach through coordinated multi-regional operations.

In China, Suzhou Lorinser Auto Manufacture Co., Ltd. serves as the lifetime exclusive master distributor for the German Lorinser brand in Mainland China (excluding Hong Kong, Macao, and Taiwan), while also steering regional management and vehicle distribution across 35 countries and territories in the Asia-Pacific, including South Korea, Southeast Asia, Australia, and Indonesia.

Future Outlook

Anchored by its strategic vision to become the "Global Leader in High-End Automotive Customisation", Lorinser is set to deepen the synergy between German design engineering and Chinese smart manufacturing. Leveraging its Zhangjiagang Automotive Customisation Digital Industrial Park, the marque will continue to reinforce its dominance in the premium MPV sector while expanding its footprint in bespoke sedans and luxury SUVs to broaden its portfolio.

On the technological and service fronts, Lorinser will advance bespoke solutions across its entire lineup, focusing on cutting-edge materials, cabin luxury comfort, and ergonomic HMI engineering. Bespoke individualisation, limited-edition runs, and AI-driven design tools are poised to become core growth catalysts for brand differentiation. Amid the electrification transition, the brand plans to roll out customisation packages and high-voltage safety engineering for the Mercedes-Benz EQ electric lineup, seamlessly integrating its coachbuilding heritage into the EV era.

To meet the evolving mobility demands of high-net-worth individuals for luxury executive travel, Lorinser aims to consolidate and expand its market leadership in China and the wider Asia-Pacific through relentless product refinement and an expanded dealer network. Bridging Germany's century-old craftsmanship with China's digital bespoke ecosystem, Lorinser continues to redefine the automobile as the ultimate mobile masterpiece and status symbol.