Shanghai show: Chinese-developed Nissan Lannia lobs

YOUNG trend-setters in China are squarely in Nissan's cross-hairs with the debut of the new production-ready Chinese market Lannia mid-sizer at this week's Shanghai motor show.

The Lannia has progressed from the Friend Me concept car at the same event two years ago, before developing into the Lannia Concept the following year at the Beijing show and Nissan claims it is the first product developed and designed for young Chinese buyers.

Video promotions linked to the car jump from nightclubs to offices and expensive boats, using the line “what if a car could live up to your aspirations?”.

The sales and marketing department is specifically targeting those in their 20s and 30s, also known as China’s rising 'post-80s' generation, the 'balinghou'.

The brand is also promoting the new car as a tangible expression of the Japanese car-maker's commitment to China.

Design and development was led by Nissan Design China, backed by the Nissan Global Design Centre.

Nissan Design China creative design manager Titus Liu said the Lannia is about trying to getting ahead of the market curve.

“Edging forward is not enough, the market in China is moving very fast, especially with the post-1980s generation,” he said.

The production model's exterior design shares some styling cues, such as the V-Motion grille, raised C-pillar treatment and boomerang-shaped headlights with the current crop of Nissan SUVs and passenger models including the Qashqai, X-Trail and the recently revealed Maxima.

Nissan claims Lannia’s styling speaks to younger Chinese consumers wanting to set themselves apart as both edgy and sophisticated, with strong levels of connectivity to the vehicle.

The Lannia lays claim to integrated infotainment technologies designed exclusively in China, an advanced audio system with smartphone connectivity and a 7.0-inch multimedia display screen.

“They do not want to stick with the status quo, so we are dedicated to finding the next great breakthrough,” Mr Liu said.

At this stage there is no likelihood of it coming to Australia as the model is currently only slated for sale in China.