Nissan Targets Gen-Y with Lannia Concept

Unveiled in Beijing.

Nissan says its Lannia concept sedan, unveiled this week at the Beijing Motor Show, is aimed at “post-80s trendsetters.” The number of younger car buyers in China is growing rapidly, and Nissan’s product boss, Andy Palmer revealed the car will join the carmaker’s “growing family of China-focused models.” Built in collaboration with Nissan Design China and Nissan Global Design Center, the concept follows 2013’s Friend-Me concept.

The Lannia borrows many design features from previous Nissan concepts as well as current models, such as the prominent V-motion grille, stylish floating roof, boomerang-shaped headlamps, angular LED taillights and a subtle diffuser integrated into the rear bumper. Head of Nissan Design China, Taiji Toyota, said the Lannia concept displays “daqi” – a term used in China to suggest upmarket aspirations, while the concept’s Chinese name – “lan niao yin xiang” – pays tribute to the Nissan Bluebird, translating as “Bluebird impression.”

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