What Lorinser does

Lorinser (legal entity Sportservice Lorinser Sportliche Autoausrüstung GmbH) is a German automotive aftermarket specialist founded in 1930 as a Mercedes-Benz contract workshop and now operating as a family-owned vehicle refinement brand. The company's core offering is TÜV-certified, Mercedes-Benz-specific tuning and styling hardware — most prominently a portfolio of proprietary lightweight alloy wheels in sizes from 16" to 21" (including the LO8, LM2R, RS90, and LO lines), carbon fiber aerodynamic body components for the S-Class W223 (rear wing, 3-piece rear diffuser, side sills, fender set), exhaust systems, suspension lowering kits, performance chiptuning, and TÜV/ABE certification documentation. All product development and design is headquartered in Winnenden near Stuttgart, with manufacturing in Germany or the EU, and the registered office located in Waiblingen. A separate Lorinser-China subsidiary serves the Chinese market.

The business operates a pure direct-to-consumer model through a Shopify-powered storefront at www.lorinser.com, with worldwide shipping, multi-currency checkout, and personal phone/email customer consultation. Pricing is fully published and unit-based: wheels range from $715 (16" classic reissue) to $1,459 (21" LO8), while the W223 S-Class carbon fiber aerodynamic components are priced between $2,310 and $3,315. There are no subscription tiers, dealer or distributor channels, and no third-party resellers — all sales are one-time hardware purchases. The company markets through organic social (Instagram, Facebook) and SEO, with a narrow product line targeted at Mercedes-Benz owners, Mercedes-AMG buyers, and classic Mercedes (Youngtimer) owners requiring H-Zulassung-compliant components. A small Sonderfahrzeuge (special vehicle) program — the S60 and G80 — extends the offering into complete custom builds for ultra-premium buyers. There is no disclosed revenue, no external funding, and no public listing.

Name

Lorinser

Legal name

Sportservice Lorinser Sportliche Autoausrüstung GmbH

Website

https://lorinser.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

101–250 employees

Short description

Lorinser is a German family-owned automotive aftermarket brand founded in 1930, specializing in TÜV-certified alloy wheels, carbon fiber aerodynamics, exhausts, and suspension for Mercedes-Benz vehicles, sold direct-to-consumer via a global Shopify storefront.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Parts and Tuning

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)

akta.pro secondary industries

Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI), Automotive Exterior Trim & Appearance Components Manufacturing (Moldings/Badges/Grilles/Chrome/Cladding) (IMACAKAE), Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC), Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)

Keywords

• Mercedes-Benz tuning
• Lightweight alloy wheels
• Carbon fiber aerodynamics
• Vehicle refinement parts
• Automotive performance upgrades

Headquarters

HQ city

Waiblingen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Automotive tuning hardware sales: Lorinser generates revenue through direct-to-consumer e-commerce sales of proprietary automotive tuning and styling products including lightweight alloy wheels, aerodynamic components, exhaust systems, suspension parts, and carbon fiber body accessories. Products are sold as one-time purchases through their Shopify-based online storefront with worldwide shipping. All revenue is derived from product sales with no subscription component.

Pricing tiers

Distribution channels1 record

Marketing channels4 records

Core offering

Lorinser designs, manufactures, and sells aftermarket vehicle refinement and styling parts for Mercedes-Benz vehicles, including proprietary lightweight alloy wheels (16"–21"), carbon fiber aerodynamic components (rear wings, diffusers, side sills, fender sets), exhaust systems, suspension lowering kits, and performance chip tuning services. All products are TÜV or ABE certified for legal road use and are sold directly to consumers via the company's own Shopify-based online shop with worldwide shipping, supported by in-house engineering at its Winnenden/Stuttgart headquarters.

Product overview

Lorinser is a German automotive customization company founded in 1930 as a Mercedes-Benz contract workshop, now specializing in vehicle refinement and wheel design for Mercedes-Benz vehicles. The product portfolio includes light alloy wheels (Leichtmetallräder) in sizes from 16" to 21" such as the LO8, RS90, LO, and LM2R models; aerodynamic components including carbon fiber fender sets, rear wings, rear diffusers, and side sills for the S-Class W223; exhaust systems (Abgasanlagen); suspension lowering kits (Tieferlegung); performance chip tuning (Leistungssteigerung); and TÜV certification services. The company also offers special vehicle projects (Sonderfahrzeuge) such as the S60 and G80. Development and design are conducted at the headquarters in Winnenden near Stuttgart, with most manufacturing in Germany or the EU.

Differentiator

Problem solved

Functional benefit

Products and services

• Leichtmetallräder (Alloy Wheels) Lightweight alloy wheels for Mercedes-Benz vehicles, available in sizes from 16" to 21" including the LO8, RS90, LO, and LM2R model lines. Designed for both modern and classic Mercedes models, with TÜV or ABE certification included.
• Lorinser Leichtmetallrad RS90 17" Light alloy wheel reissue designed for Mercedes-Benz classics and youngtimers including R129, R107, W124, and W126 models. Includes TÜV confirmation for H-registration and parts certification.
• Lorinser Leichtmetallrad LO 16" Light alloy wheel reissue for Mercedes-Benz classics and youngtimers including R107, W116, W123, W124, and W126. Includes TÜV confirmation for H-registration and parts certification.
• Lorinser Leichtmetallrad LO8 21" Lorinser light alloy wheel featuring sporty, timeless design in 21-inch size, available in gloss black or black with polished finish. Designed for Mercedes vehicles with multiple rim sizes (8.5x21, 9.5x21, 10.5x21, 11.5x21) and bolt patterns (5x112).
• Lorinser Leichtmetallrad LM2R 21" Light alloy wheel with classic design elements updated for contemporary standards, available in Hyper Silver or Matte Black finishes. Features RDKS (tire pressure monitoring system) support.
• Aerodynamik (Aerodynamics) Aerodynamic components including fender sets, rear wings, rear diffusers, and side sills in carbon fiber for Mercedes-Benz S-Class and other models.
• Lorinser Heckflügel W223 S-Klasse Carbon Carbon fiber rear spoiler for Mercedes-Benz S-Class W223, part number L488022375. Priced at $2,625.00.
• Lorinser Heckdiffusor W223 S-Klasse Carbon 3-teilig 3-piece carbon fiber rear diffuser set for Mercedes-Benz S-Class W223, part number L488022315. Priced at $2,310.00.
• Lorinser Seitenschweller W223 S-Klasse Carbon Carbon fiber side skirts for Mercedes-Benz S-Class W223, part number L488022360. Priced at $2,348.00.
• Lorinser Kotflügelsatz W223 S-Klasse Fender set for Mercedes-Benz S-Class W223, part number L488922300. Listed at $3,315.00.
• Abgasanlagen (Exhaust Systems) Exhaust system upgrades for Mercedes vehicles.
• Tieferlegung (Suspension/Lowering) Suspension lowering kits for Mercedes vehicles.
• Accessoires (Accessories) Various automotive accessories for Mercedes vehicles.
• Leistungssteigerung (Chiptuning) Performance chip tuning service for vehicles, installation-ready with Lorinser warranty. Customers select vehicle model and engine.
• TÜV-Gutachten (TÜV Certification) TÜV certification and ABE (General Operating Permit) documentation for all Lorinser wheels, included with products or available upon request.
• Sonderfahrzeuge (Special Vehicles) Custom vehicle projects including S60 and G80 models.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• HRE Performance Wheels: HRE is a premium US-based forged wheel manufacturer serving Mercedes-Benz, sports cars, and luxury SUV segments. It is a broader-incumbent peer in the high-end aftermarket wheel category that Lorinser competes in, though HRE serves multiple OEM brands rather than specializing in Mercedes.
• Vossen Wheels: Vossen is a US-based aftermarket luxury and performance wheel manufacturer offering forged and cast wheels for Mercedes, BMW, and other premium brands. It overlaps Lorinser's wheel category but operates multi-brand rather than Mercedes-exclusive, with broader geographic distribution through dealer networks.
• Mercedes-AMG: Mercedes-AMG is Mercedes-Benz's factory performance and styling division, producing AMG and AMG-Line variants that increasingly compete with aftermarket tuning propositions. While not a peer in business model (it is an OEM division), it directly affects Lorinser's addressable market by absorbing demand for performance and appearance upgrades that would historically have gone to tuners like Lorinser.

Direct peers

• Mansory: Mansory is a German luxury vehicle refiner producing carbon fiber aerodynamic components, custom wheels, exhaust systems, and interior upgrades primarily for Mercedes-Benz, Bentley, Rolls-Royce, and Lamborghini. It competes directly with Lorinser in the Mercedes carbon-aero and wheel category, often at higher price points and with broader model coverage.
• ABT Sportsline: ABT Sportsline is one of the largest German automotive tuning houses, primarily focused on Volkswagen Group brands (Audi, VW, Lamborghini) but operating a structurally identical business model to Lorinser: in-house design, TÜV-certified components, wheels, aero, performance upgrades, and DTC plus dealer distribution. It is a strong model comparator even though its brand focus differs.
• Prior Design: Prior Design is a German aerodynamic and wide-body kit manufacturer specializing in Mercedes, BMW, and other premium brands. It directly overlaps Lorinser's Aerodynamik product line (body kits, spoilers, diffusers, fender extensions) and competes in the same Mercedes aftermarket styling segment.
• Brabus: Brabus is the leading independent Mercedes-Benz tuning house, offering complete vehicle programs, performance upgrades, aero, wheels, and interiors for Mercedes-AMG and standard Mercedes vehicles. It is the most direct comparable to Lorinser in product breadth, customer base, and premium positioning, with a longer operating history and broader global footprint.
• Lumma Design: Lumma Design is a German tuner producing wide-body kits, aerodynamic components, and wheels for premium SUVs and sedans including Mercedes G-Class and AMG models. It overlaps Lorinser's aerodynamic and wheel offerings and targets a similar high-net-worth Mercedes owner.
• Carlsson Autotechnik: Carlsson is a German Mercedes-Benz specialist offering wheels, aerodynamic kits, exhaust systems, suspension modules, and interior refinements. Like Lorinser, Carlsson is a single-brand tuning house with TÜV-certified components and a similar DTC-plus-installer distribution model.

Others

• KW Automotive: KW Automotive is a leading German manufacturer of performance suspension systems (coilovers, lowering springs, motorsport dampers) used by tuners including Lorinser. It is an enabling/ecosystem peer — Lorinser's Tieferlegung product line likely draws on KW-class components — rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lorinser.official
• Instagraminstagram.com/theofficiallorinser

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lorinser