LORINSER

On March 1, 1930, German automotive mechanic Erwin Lorinser founded his own car company out of a deep passion for automobiles. His technical expertise and commitment earned widespread recognition, eventually leading Daimler-Benz AG to authorize him as a dealer and service provider for both private and commercial vehicles. In 1974, Manfred Lorinser took over the company from his father during a period of rapid growth, making Lorinser one of the largest Mercedes-Benz dealerships in Germany. Seeing the rise in demand for personalized vehicles, Lorinser launched its performance division in 1976 in Winnenden near Stuttgart, offering upgrades and customization for Mercedes-Benz cars. This evolved into a full-fledged brand—Lorinser Sportservice—which redefined vehicles with six key aspects: safety, stability, health, comfort, intelligence, and aesthetics. It added personality and sophistication to each car. Lorinser Sportservice became an independent company in 1981 and has since become a globally recognized name in Mercedes-Benz customization. Lorinser entered the Chinese market as early as 1995 but faced challenges due to limited awareness of custom vehicles. With rising demand for high-end personalization in China, Marcus Lorinser, the third-generation leader, relaunched the brand there. Lorinser China was established in 2015, and its MS500 business van debuted in 2016 to great success. The GS500 SUV followed in 2017, boosting brand recognition. In 2018, the full lineup—including S-Class and Maybach variants—began entering the Chinese market.