Beijing 2014: Nissan premieres Lannia concept for the Post-’80s generation

Nissan has been zeroing in on a particular market segment in China, which it terms the balinghou or Post-’80s generation. To tap into the projected desires and passions of that particular age group, the Japanese company has tasked its design center in China, opened in 2013, to come up with a concept.

The results is the Lannia Concept, unveiled at the Beijing auto show by     Palmer. Signature trademarks include cues from Nissan’s next-generation design. These include the “V-motion grille,” boomerang headlamps, kick-up pillar and “floating” roof. The head of Nissan Design China, coincidentally named Taiji Toyota, says that the Lannia Concept exudes “daqi” — a Chinese word roughly meaning exuberance. Nissan says that it is hard to define but it has the strength to push people to aspire towards better things.

The Lannia Concept takes center stage at the Nissan booth during the 13th Beijing International Automotive Exhibition, which runs from April to April 29 at the China International Exhibition Center in Beijing.