He was accepted as an authorised "reseller for private and commercial vehicles" and entrusted with shop repairs and servicing. In 1974, Erwin Lorinser passed his constantly growing company on to his son Manfred and made him general manager. A new branch in Winnenden was opened in 1976 and established a new service in addition to the selling of private and commercial vehicles - Lorinser Sports Service, today's tuning company that is known and operating world-wide.
Lorinser Sports Service can look back on 30 years of experience in tuning automobiles made by Mercedes Benz. The sports service originated in the making of engines. By the mid 70s, this branch of the business had quickly developed into the customisation of vehicles using visual attachments capable of setting future trends even then. In 1981, Lorinser Sports Service was registered as an independent company.
The Lorinser Sports Service brand has gained a world-wide reputation and, at present, operates with dealerships in 42 different countries. The Lorinser brand stands for individuality and excitement in the world of automobiles as well as innovation, design, and technical high performance that is sure to guarantee customer satisfaction.
Thanks to its exceptional reputation, Lorinser Sports Service was able to attract a great number of celebrity customers from the areas of sports and show business including Bernie Ecclestone, Niki Lauda, Alain Prost, Paul Tracy, Shaquille O'Neal, Denzel Washington, Sharon Stone, and Arnold Schwarzenegger - to name only a few. As a member of the third Lorinser generation, Marcus Lorinser has been in charge of running the company and continuing its success since 2006.
With its various dealerships in 42 countries around the world, the Lorinser Group ranks among the most well-known brands in the automobile tuning industry. Its key sales markets are Europe, the USA, Japan, and China. That said, an increasing number of Lorinser enthusiasts can be found in Russia and the Ukraine as well as in the United Arab Emirates, Dubai, Kuwait, and Saudi Arabia.