Larte

Brand Overview

Larte (LARTE Design) is a representative brand in China's high-end business vehicle modification field, belonging to Zhejiang Xingchi Automobile Co., Ltd. The brand's English name "LARTE Design" originates from a luxury car modification brand founded in Germany in 2012. Xingchi Automobile introduced it to the Chinese market through strategic cooperation and developed it as a high-end brand for the region. Larte mainly conducts deep custom modifications based on luxury MPV chassis such as Mercedes-Benz V-Class, creating high-end business vehicles for entrepreneurs and social elites. The brand advocates "interpreting luxury through art" and provides palace-like luxury enjoyment for users pursuing ultimate driving experiences.

The operating entity of the Larte brand, Zhejiang Xingchi Automobile Co., Ltd., was established in October 2013, with its headquarters located in the Jianshan New Area, Haining City, Jiaxing, Zhejiang Province. It is a complete vehicle modification manufacturing enterprise focused on the research, development, production, and sales of luxury business vehicles, RVs, and high-end passenger vehicles. The company possesses qualification approval from the Ministry of Industry and Information Technology of China and holds original factory authorization from international brands such as Mercedes-Benz, Volkswagen, and Iveco. It owns a matrix of three major brands: the "Vulcanus" brand jointly created with Italian IDG (Italdesign), the high-end positioning "Bochi" brand, and the "Larte" (LARTE Design) brand with strategic cooperation in Germany. The company holds nearly 100 patents and brand authorizations, and its comprehensive strength is ranked among the forefront of the domestic automotive modification industry..

In terms of technical strength, Xingchi Automobile's factory has passed qualification approval and quality management system certification from the Ministry of Industry and Information Technology of China. It possesses modern modification production lines and a professional technical craft team, capable of providing highly customized modification solutions for users while ensuring the product meets original factory safety standards..

Development History

Larte brand's rapid rise in the Chinese market is inseparable from the deep integration of its German heritage and Chinese local R&D.

German Origin (2012): LARTE Design was officially founded in Germany in 2012, it is a modification brand specializing in appearance and performance kits for high-end luxury SUV and MPV models. Since its establishment, LARTE has launched custom modification solutions for top luxury cars such as Mercedes-Benz GLS, Maybach GLS, Porsche Cayenne, and Lamborghini Urus. Today, LARTE Design has authorized partners in China, the United States, Germany, and the UAE, forming a market network covering four continents.

Entering China (2021—2022): Xingchi Automobile introduced LARTE Design through strategic cooperation and operated in the Chinese market under the "Larte" Chinese brand. The models launched in the initial stage of the brand were deeply modified based on the Mercedes-Benz V-Class, positioned in the million-yuan class high-end business MPV market.

Brand Renewal and Product Explosion (2023—2024): At the August 2023 Chengdu Motor Show, high-end brands of Xingchi Automobile, Vulcanus and Larte (LARTE Design), participated in the show with the theme "Vulcanus presents Larte brand renewal." The exhibited Larte series models included Larte-Sahara, Larte-Charm Chrisma, Larte-President No. 1, etc. The new luxury lineup comprehensively displayed the brand's full layout. In November of the same year at the Guangzhou International Auto Show, the Larte brand made a major appearance again, with multiple newly customized models based on the Mercedes-Benz V-Class launched. In addition, Xingchi Automobile teamed up with the Italian top design company IDG (Italdesign) to create some products for the Larte brand, integrating classic Italian aesthetics into Eastern luxury concepts. During this period, the Larte brand completed the comprehensive presentation from concept to product and established the brand image in the high-end business vehicle customization market in China.

Flagship Product Iteration (2025—2026): In July 2025, the Larte brand launched the 2025 model new vehicle—the Larte V-Class Yaoying Edition and Rongyao Edition, priced at 1.088 million yuan and 1.288 million yuan respectively, establishing the comfort benchmark for million-yuan class customized MPVs with extreme quietness, aviation-grade seats, and all-scenario smart cockpits. In 2026, the brand continued to deepen its work in the high-end customization field, with its Vulcanus and Larte dual brands developing synergistically, maintaining a high-profile presence at various international auto shows.

Brand Matrix / Product Lines

Larte's product line mainly uses the Mercedes-Benz V-Class as the chassis platform, through deep modifications in multiple dimensions such as appearance kits, interior customization, and smart configurations, creating customized MPVs for high-end business travel scenarios.

Larte V-Class Series (2025 Model): This is the core product line of the Larte brand, currently launching two model configurations: Yaoying Edition and Rongyao Edition, priced at 1.088 million yuan and 1.288 million yuan respectively. All series are equipped with a 2.0T four-cylinder turbocharged engine (231 hp), matching a 9-speed automatic transmission, maximum power 170kW, maximum torque 370N·m, energy type is gasoline + 48V mild hybrid system. Body dimensions are 5400×1928×2100mm, adopting a 5-door 7-seat MPV structure, front-engine rear-drive layout. In terms of appearance, it adopts a wide-frame no-boundary grille and sharp LED matrix headlight combination, coupled with a through-type daytime running light strip, creating a strong futuristic feel.

Vulcanus Series Models: Belongs to the product extension of Xingchi Automobile under the Larte brand framework, the 2025 Vulcanus Rongyao and Larte Rongyao share a similar chassis architecture and powertrain. The Vulcanus series positioning is more diverse, covering different price ranges and configuration levels from 68.80 million yuan to 158.80 million yuan. Some models adopt unique patent shapes exclusive to Xingchi Automobile, the inner ceiling design inspiration comes from the J-20 fighter jet, bringing an open and transparent space feeling, equipped with panoramic sunroof and customized Bose audio system.

Historical Models: Larte brand's early product line also included models such as Larte-Sahara, Larte-Charm Chrisma, Larte-President No. 1, etc. Among them, Larte-Charm Chrisma formed a distinctive brand impression in the high-end business crowd with its unique "Charm" appearance design language. In addition, other brands under Xingchi Automobile that constitute synergy with Larte include the "Bochi" series luxury business cars.

Market Performance

Larte brand is positioned in the million-yuan class high-end customized modification market. Its sales data has not been disclosed in public channels, but its market performance can be analyzed from product pricing, market feedback, and channel coverage.

Pricing Strategy: Larte V-Class 2025 Yaoying Edition priced at 1.088 million RMB, Rongyao Edition priced at 1.288 million RMB. This price range is in the middle-upper level of the domestic high-end customized business MPV market, forming direct competition with Buffett S and other models. In the customized business car field, Larte has formed a strong brand premium ability with its German craftsmanship gene and original factory authorization qualifications. Compared with Vulcanus series models, Larte's positioning in the Xingchi Automobile brand matrix is slightly higher.

Competitor Comparison and Industry Evaluation: In the 2026 million-yuan mild hybrid MPV comparison, the Larte 2025 model was evaluated as "setting a comfort benchmark with extreme quietness, aviation-grade seats, and all-scenario smart cockpits." This evaluation reflects the industry's full recognition of Larte's product strength in the niche market. Compared with competitors on the same track such as Buffett S (carbon fiber interior, Level 3 intelligent driving, and ultra-long all-electric range), Kuishi Regima V-Class (dual motor 4WD + air suspension), Larte's differentiated advantages are mainly reflected in two dimensions: seat comfort and cockpit quietness.

Channel Layout: Larte brand sales are mainly conducted through the high-end business car dealer network covered by Xingchi Automobile. From the perspective of dealer distribution, including areas such as Changchun, Jilin, and Nantong, Jiangsu, there are official price releases of the Larte brand. At the service end, relying on its original factory authorization qualifications, Xingchi Automobile can provide after-sales guarantee services that meet original factory standards for users after modification..

User Reviews and Market Perception: Since the renewal of the Larte brand in 2023, it has gradually established the brand cognition of "Mobile Palace" in the high-end business travel circle. Its core competitiveness includes German modification craft endorsement, Mercedes-Benz V-Class original factory chassis, etc. It is worth noting that in this niche track of customized business cars, the consumer group faced by Larte is highly concentrated among business owners, business people, and high-end concierge service providers, emphasizing personalized configurations and status symbols.

Core Technology

Larte's technology core integrates German modification craftsmanship, original factory authorization engineering capabilities, and localized fine interior customization technology.

Chassis and Appearance Modification Craftsmanship: Larte's core technology assets are first reflected in the high compatibility modification with the Mercedes-Benz original factory chassis. The brand possesses modification qualifications for original factory authorization of models such as Mercedes-Benz V-Class, capable of completing the replacement and upgrade of body appearance parts, adaptive adjustment of chassis suspension, and customized integration of light groups without damaging the original vehicle safety structure and electronic architecture. Early LARTE Design provided carbon fiber appearance kit modification solutions for high-end SUVs such as Mercedes-Benz GLS in Germany, accumulating profound appearance part aerodynamic design and mold development experience, which was also inherited in Larte's MPV appearance modification in the Chinese market..

Smart Cockpit and Aviation Seat System: Larte V-Class's core product strength comes from its ultimate luxury cockpit modification technology. The aviation-grade independent seats equipped in the car are equipped with ventilation, heating, massage, and multi-directional electric adjustment functions. Seat width, backrest angle, leg rest extension, and other parameters can be finely adjusted. The whole vehicle sound insulation and noise reduction technology has been optimized through multiple rounds of acoustics, working together from chassis sound insulation, door seal, glass sound insulation to interior material sound absorption, etc., achieving a quiet meeting space during movement. The cockpit is equipped with multi-screen smart audio-visual entertainment systems and high-end audio solutions (such as customized Bose audio), fully meeting the diversified scenario needs of business reception and mobile office..

Mild Hybrid Power and Chassis Tuning : Larte V-Class is equipped with a 2.0T four-cylinder turbocharged engine (231 hp) + 48V mild hybrid system, matching a 9-speed automatic transmission, maximum torque 370N·m, adopting front-engine rear-drive layout. The 48V mild hybrid system improves the smoothness at the start-stop stage and power response at the starting stage without changing the original driving habits. In terms of chassis, through the adaptive tuning of air suspension, vibration absorption performance and body posture stability are improved during conventional driving, further strengthening the "walking on flat ground" riding experience.

Original Factory Authorization and Quality Certification System : Xingchi Automobile factory has simultaneously obtained national Ministry of Industry and Information Technology approval production qualification, factory quality system certification, and official authorization from multiple brands such as Mercedes-Benz, Volkswagen, and Iveco. This is its core technology barrier distinct from ordinary modification shops. This authorization ensures that Larte products still comply with original factory collision safety, durability, and emission regulations after modification. Users can register and license the vehicles legally and drive compliantly after purchase, and can enjoy reliable after-sales guarantee systems.

Overseas Layout

Larte brand has deep internationalization genes. Its prototype brand LARTE Design has extensive business layout and modification work recognition overseas. As of 2026, LARTE Design has authorized partners in China, the United States, Germany, and the UAE, forming a global market network covering four continents..

Germany, United States, UAE Authorization Network : LARTE Design develops customized carbon fiber appearance kits for Mercedes-Benz GLS class, Maybach GLS, Lamborghini Urus, and other top luxury SUVs. These modification solutions cover North America, Europe, and the Middle East, three major luxury car markets. In the UAE market, LARTE Design's modification works serve high-net-worth user groups and top supercar collection circles locally, with high brand recognition.

China Market Operating Entity : In the Chinese market, the Larte brand is independently operated by Xingchi Automobile, introducing LARTE Design's German engineering concepts and brand IP, combining with the consumption needs of the Chinese market for localization design and development. It has currently built a display and sales network in important domestic cities including Chengdu and Guangzhou..

Possibility of Future Overseas Output : Whether the Larte brand plans to reverse export the MPV modification vehicles developed with local Chinese characteristics to overseas markets has not yet been made public. However, considering LARTE Design's existing channel resources globally, and Xingchi Automobile's formed full-chain customization capabilities, in the future it is not excluded that specific customized MPV solutions developed by Larte in the Chinese market may be exported in reverse to markets in the Middle East, Southeast Asia, etc., which still have high-end business car demand.

Future Outlook

Larte brand's future development direction will focus on three main lines: product deepening, brand high-endization, and global resource integration.

Product Line Expansion : Larte will continue to rely on the Mercedes-Benz V-Class chassis platform to deepen product iteration. Based on the market recognition of the 2025 Yaoying Edition and Rongyao Edition, it will further enrich interior themes, appearance kit options, and smart cockpit configurations. Currently, Larte's product line mainly concentrates on million-yuan class MPVs. In the future, it is not excluded that the customization ability will be extended to higher-end SUV platforms such as Maybach GLS, or further differentiating its positioning from other brands under Xingchi Automobile such as Vulcanus and Bochi, to meet the user needs of more niche markets.

Brand Positioning and Value Sublimation : Larte will persist in the dual brand narrative of "German Gene + Chinese Customization". Relying on LARTE Design's widespread network authorization overseas and Xingchi Automobile's localization manufacturing delivery capabilities, it will continue to consolidate its market position in the million-yuan class luxury modification MPV. In the future, it may continue to explore in the direction of "Artistic Luxury", carrying out cross-border cooperation with more international first-class design institutions (such as IDG Italdesign), integrating Italian aesthetics and German engineering deeply, and continuously refreshing the luxury experience standards of customized business cars..

International Resources and Local Ecosystem Integration : The "Luxury Modification Brand Matrix" formed by the three brands under Xingchi Automobile: Vulcanus, Larte, and Bochi, will achieve deeper resource collaboration in R&D, mold development, supply chain management, and after-sales service systems in the future. LARTE Design has channel advantages with authorized partners in four continents globally (China, United States, Germany, UAE), which also reserves broad space for the long-term product output and cultural output of the Larte brand..

Smart Cockpit and New Energy Technology Integration : With the automotive industry's comprehensive transformation towards intelligence and electrification, Larte may, in the future, explore customized modification solutions for plug-in hybrid and all-electric chassis based on the existing 48V mild hybrid system. The smart cockpit will upgrade from the current multi-screen interactive system to higher-level voice interaction, rear-row intelligent control, and remote digital services, to respond to the digitalization needs of high-end business users for mobile office, mobile meetings, and other scenarios.

Larte, with its original factory authorization qualifications, German modification genes, and local customization craftsmanship, has formed differentiated competitive barriers in the niche track of million-yuan class modification business MPVs where few independent brands have continuously devoted themselves. With the continuous improvement of high-net-worth groups in China's requirements for personalized travel experiences, the Larte brand is steadily evolving towards the positioning of "User Value Practitioner" and is expected to continuously establish brand influence in the high-end customized business travel field.