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Shengtang (Beijing Shengtang Xingye Automobile Decoration Co., Ltd., abbreviated as Shengtang Auto) is a representative brand in the field of custom modification of high-end business cars in China. The brand was established in 2008, headquartered in Beijing, and is a comprehensive enterprise integrating automobile interior design, R&D, modification, and sales. Early on dedicated to upgrading and customization of high-end models, it has served many luxury car brands such as Rolls-Royce, Bentley, and Porsche. The brand's management philosophy is 'Let every consumer drive their own exclusive car', positioned in the million-level luxury business car customization market. Its R&D center is key-located in multiple cities such as Beijing, Shanghai, Chengdu, Suzhou, and Kunming. It is one of the pioneer brands leading in personalized customization and craftsmanship in China's automobile modification industry.
Shengtang Auto's technical origins can be traced back to 2006, at that time, the business started with R&D of high-end automobile interior craftsmanship. With advanced design concepts and exquisite pure handcraft, it gradually established its reputation in the automobile modification industry. On July 17, 2008, Beijing Shengtang Xingye Automobile Decoration Co., Ltd. was officially registered, with the legal representative as Jiang Mingming. Initial registered capital was 1 million RMB. Founded by Lin Zhi with a team, headquarters located in Beijing. Early on mainly focusing on interior personalized upgrades for high-end sedans. Over the following decade, the brand completed a strategic transformation from sedan interior modification to full-body customization of business cars and RVs.
2015 was a critical turning point for the brand. Shengtang Auto officially entered the R&D and production of business cars, relying on technical and craftsmanship experience accumulated in the field of imported luxury car modification over the past years. It began to launch independent customization models based on Mercedes-Benz business car chassis. It holds business car brands such as the Wall Street Series and Louvre Series under its umbrella. With early layout and rich product line in the business car customization modification market, Shengtang quickly established a reputation among high-end business car consumer groups domestically. The brand became an important player in this market segment.
In the process of development, Shengtang Auto formed a networked layout with "Beijing as the head office, branch offices across regions coordinating". Branch offices were established in multiple core cities such as Shanghai, Chengdu, Suzhou, Kunming, Changsha, and Urumqi, forming a production and service network covering multiple regions including North China, East China, Southwest, and Northwest. In November 2017, the Automotive Engineering School of Shanghai University of Engineering Science visited Beijing Shengtang Auto Company specifically to discuss school-enterprise cooperation. The company's continuous investment in industry, academia, and research fields also reflects its emphasis on talent cultivation and technical innovation. As of 2026, the company has formed full-chain capabilities from interior design, exterior customization, full-vehicle modification to after-sales service. The product line covers three major sectors: high-end sedans, luxury business cars, and RVs.
Shengtang Auto's product line focuses on the luxury business MPV custom modification field. The main series are all built on the Mercedes-Benz V-Class / V260 platform. They belong to high-end custom modified cars. The brand covers multiple series such as "Wall Street" and "Louvre" as well as dozens of detailed configurations.
Wall Street Series is the most core product line of Shengtang Auto. Design inspiration comes from Wall Street in Manhattan, New York, focusing on business elites and a sense of luxury. The series includes multiple specific configuration versions such as Wall Street First Avenue, Wall Street Second Avenue, Wall Street Third Avenue, Wall Street · Super Glory, Wall Street · Winner, Wall Street · Coronation, Wall Street · Morgan, etc. Different versions are differentiated in interior and exterior materials, configurations, and details. The 2025 model Wall Street · Morgan has a guide price of 1.488 million Yuan, Wall Street · Coronation 1.389 million Yuan, Wall Street · Winner 1.388 million Yuan, Wall Street · S 1.388 million Yuan, Wall Street Third Avenue 1.288 million Yuan, Wall Street Second Avenue 1.188 million Yuan, Wall Street First Avenue 1.088 million Yuan. The Wall Street · Super Glory version starts at 788,000 Yuan, covering multiple consumption tiers from entry-level to top-spec.
Musee du Louvre Series is another important product line of the brand. The design integrates French palace architectural aesthetics. The artistic and cultural sense of appearance and interior is more prominent. The 2025 model Shengtang Beiling V-Class 2.0T V-Class Louvre · Inheritance has a guide price of 1.388 million Yuan. Body length 5400mm, width 1928mm, height 2080mm.
Shengtang V-Class full series models are modified based on the China-spec Mercedes-Benz V-Class. Dimensions cover 5370mm to 5400mm different vehicle length versions, wheelbase 3430mm. All adopt 5-door 7-seater MPV body structure. The brand's product matrix also includes a custom MPV model with lower pricing, Shengtang V-Class "Wall Street · Super Glory", with a guide price of 788,000 Yuan, filling the market space below one million Yuan. Shengtang's brand matrix also once laid out RV business. Shengtang RV covers various types including Type B RVs. Typical models include series such as "Yile" and "Yixing" built on the Maxus V80 chassis. Guide prices cover the range of 288,000 to 358,000 Yuan. However, the RV business has had less brand exposure in recent years.
Shengtang Auto's market performance is mainly reflected in the product pricing capability and market recognition level in the high-end business car customization field. The brand covers a price range of 1.088 million Yuan to 1.488 million Yuan. Among them, the top-spec Wall Street · Morgan version has a guide price of 1.488 million Yuan. Wolff's 2025 model newly launched Wall Street · First Avenue starts at 1.088 million Yuan. Product positioning belongs to the same high-end market segment as domestic first-line custom brands such as Kediya and Kedi WALD. In media cross-comparison reviews, it has frequently been directly benchmarked against these brands.
From the perspective of brand volume and channel construction, Shengtang Auto has laid out branch offices and sales channels in multiple cities such as Beijing, Shanghai, Chengdu, Suzhou, Changsha, and Urumqi through direct operation and franchise models. Its main business covers multiple core areas nationwide. At the same time, Shengtang entered the RV modification market early. Its RV products' starting price was as low as 288,000 Yuan, covering chassis platforms such as Maxus V80. However, from 2023 to 2026, Shengtang focused significantly on the V-Class custom MPV sector. The brand exposure and channel promotion activity of the RV business gradually decreased. At the brand influence level, Shengtang has a high reputation in the business car customization market in North China and has formed a certain brand influence nationwide. As of 2026, all configuration versions of Shengtang V-Class still have high exposure in the industry. However, reliable data has not yet been published in the industry sales ranking. There is no real registration data available for reference on public channels.
Shengtang Auto's core competitiveness is concentrated in three major fields: interior design R&D, full-hand custom craftsmanship, and high-end material integration.
Full-Hand Custom Craftsmanship is its most prominent brand barrier. Shengtang Auto combines the traditional artisan craftsmanship concept with modern automobile modification technology, emphasizing the design philosophy of "unique craftsmanship, high-end interior customization". From the dashboard, steering wheel to door trim panels and seat wrapping, every detail is stitched and assembled by senior craftsmen in a pure manual manner. With a rigorous craftsmanship standard, it ensures the modification quality reaches the new car factory level. Shengtang Auto claims to have maintained a leading domestic level in the field of automobile interior modification and refurbishment for a long time. All technical processes can be executed to benchmark new car factory standards.
High-End Material Integration Capability constitutes another core competitiveness of Shengtang products. All series models use authorized global top-tier materials, covering high-quality genuine leather, natural wood panels, Alcantara, and other luxury materials. In material selection, color matching, and texture processing, it strives for the unity of aesthetics and function. The company possesses a complete process chain for repairing and modifying imported luxury cars to "new car factory standards". Modified vehicles cover common business cars such as Mercedes-Benz business, Toyota Sienna, Volkswagen T5, as well as luxury cars such as Land Rover, Audi, Mercedes-Benz, and even supercars such as Lamborghini, Ferrari.
Powertrain and Chassis System: Shengtang V-Class is deeply customized based on Fujian Mercedes-Benz V-Class / V260 original chassis. It retains the factory-mounted 2.0T four-cylinder turbocharged gasoline engine. Max power 155kW (approx. 211 hp), Max torque 350 N·m. Chassis structure adopts front-engine rear-wheel drive layout, matching a 9-speed automatic transmission. Length covers the range of 5370mm to 5400mm, wheelbase reaches 3430mm. It not only retains the excellent space foundation of the original V-Class but also creates a stronger visual sense of luxury through interior and exterior redesign. In addition, Shengtang RV products also involve customized modifications based on chassis platforms such as imported Iveco New Daily, Maxus V80, etc. Power configurations cover diesel engines, etc.
Shengtang Auto currently takes deep cultivation of the Chinese local market as its core strategy. Overseas business is still in the exploration stage. According to public information, Shengtang Auto has not yet established overseas production bases or official sales channels abroad. There is no relevant information disclosure regarding export business in the company's business scope. Customization and modification business for imported brand customers are all completed domestically. At the level of overseas technical resources, Shengtang has long-term cooperation authorization relationships with global top material suppliers, ensuring the quality of interior materials reaches international standards.
In recent public information, Shengtang did not disclose export data or export market layout. If the brand wants to enter overseas markets in the future, the most likely path is to rely on the technical accumulation of existing Mercedes-Benz business car custom modification. With the reputation established by Chinese modification brands in design refinement and customization flexibility, it will prioritize finding breakthroughs in emerging markets such as Southeast Asia and the Middle East with higher acceptance rates for Chinese high-end custom products.
Shengtang Auto's future development path will be constrained by the evolution of the domestic automobile modification industry policy environment and changes in the demand of the high-end business car consumption market. At the product end, Shengtang will, on the basis of consolidating core product lines such as the Wall Street Series and Louvre Series, continuously improve customization depth and exclusivity. Relying on its custom design capabilities and handcraft advantages, it will maintain its differentiated competitiveness in the million-level business car customization market. From the brand matrix perspective, Shengtang has completed iteration updates for multiple versions of the Wall Street Series in 2025. The brand maintains continuous optimization for core models.
At the market and channel level, Shengtang will continue to utilize its existing branch network in key regions such as North China and Southwest to expand service coverage in other core cities nationwide. It will improve the full-process experience for customers from customization to after-sales. At the technical level, with the acceleration of OEM electrification transformation, Shengtang Auto may face the challenge of migrating from fuel-powered V-Class to electric business car chassis such as EQV in the future. Pre-laying out custom modification technical capabilities for electric business cars will be key to whether it can maintain its first-mover advantage in custom modification. As a brand that has been deeply engaged in high-end custom modification for nearly twenty years, Shengtang Auto's long-term value will depend on whether it can achieve a strategic balance between "handcrafted manufacturing" and "scale efficiency", "fuel modification" and "electric drive adaptation".
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