On March 1, 1930, Erwin Lorinser, a German automobile mechanic, founded his own independent automobile company out of love for cars, and it was precisely because of this love that he achieved greatness. Erwin Lorinser's outstanding ability, dedication, and courageous attitude won him high praise from the times, and was widely spread. The reputation of Erwin Lorinser was such that Daimler Benz AG granted him the authorization of "Dealer for Private and Commercial Vehicles", as well as the commissioning of vehicle repairs and services, making him an authorized Daimler Benz dealer.

As a top brand in the high-end customized car industry, Lorenz has dealers in more than 40 countries around the world, with products in Europe, America and Asia, and a huge number of enthusiasts, including familiar celebrity superstars: Bernie Ecclestone, Nikki Lauda, Alan Prost, Paul Tracy, Shaquille O'Neal, Denzel Washington, Sharon Stone, Arnold Schwarzenegger and many others.

Before upgrading and customizing a Mercedes-Benz vehicle, Lorenz will redefine the vehicle according to the characteristics and usage of each vehicle. On the basis of the original safety structure, Lorenz will carry out a 6-dimensional design for the exterior and interior in terms of safety, stability, health, comfort, intelligence and aesthetics, which will not only give the vehicle an appearance full of personality and passion, but also give the vehicle a simple, atmospheric, low-key and introverted temperament. Today, Lorenz has become a world-renowned brand of high-end customization for Mercedes-Benz cars.

In 1974, Manfred Lorinser took over the reins of Lorenz from his father Erwin Lorinser and became the new Managing Director. At a time when Lorenz was growing at a fast pace and had gradually become the largest Mercedes-Benz dealer in Germany, Manfred Lorinser was not satisfied with his immediate success. With the growing popularity of Mercedes-Benz cars, owning a unique vehicle would become the need of the hour.

As early as 1995, Lorenz has entered the Chinese market, which is the first of many Mercedes-Benz custom brands to enter the country. It was advertised and sold under the name "Laurenz". However, it is limited by factors such as the market, the economy and consumers' perception of customized cars. Lorenz is not widely known. The road to development in China is difficult.

With the arrival of the 21st century, Lorenz also welcomed its third general manager, Marcus Lorinser, in 2006. At the same time, with the vigorous development of China's economy, the high-end custom car market has gradually emerged, and the demand of domestic consumers for custom cars has gradually increased. Marcus Lorinser visited China many times to understand the market and was determined to bring the Lorenz brand back to China.