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Beijing show: Nissan targets Chinese youth

Nissan Lannia concept shows company’s plans to attract China’s Gen Y

Nissan logo23 Apr 2014

By MIKE COSTELLO

NISSAN has pulled the proverbial covers from yet another edgy concept car, this one designed in China for that country’s equivalent to our so-called Gen-Y.

Called the Lannia, the curvaceous four-door sedan is the second model to come from Nissan’s one-year old Chinese design centre, following in the wheel-tracks of last year’s Friend-Me.

On show at Auto China in Beijing this week, the Lannia rocks a similar grille and side profile – replete with body contours – to the Maxima-previewing Sports Sedan concept revealed around the same time at the concurrent New York motor show.

Nissan says the Lannia is targeted at “China’s rising ‘Post-80s’ generation”, known as the balinghou. These young, well-to-do buyers from China’s booming middle-class are in the cross-hairs of many car brands as they seek to expand into the Asian market.

According to Nissan Design China chief Taiji Toyota, the Lannia Concept exudes “daqi” — a Chinese word that is hard to define but has the strength to push people to aspire towards better things.

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