Taiwanese automaker Yulon Group will unveil its new high-end vehicle, the Luxgen CEO, in mainland China this year, a group executive said on 8th January.

The car will debut at a price of CNY 418,000 (US$67,148), even higher than the starting price of a Mercedes-Benz, which is CNY 340,000, according to Yulon Group President Chen Kuo-jung.

The brand name "Luxgen" is a combination of "luxury" and "genus" and imbues the product with soft power, or Chinese culture, Chen said at the 2013 CommonWealth Economic Forum in Taipei.

He explained that the business concepts drawn from Chinese culture include man-nature harmony, putting people at the centre of all policy making, and adopting a sagacious saying from the Book of Changes "As heavenly bodies move ever so tirelessly, so must a man work untiringly and incessantly."

"It is the embodiment of Chinese culture that differentiates Luxgen cars from others," Chen said. For example, in adopting the concept of harmony between humans and nature, one must think of a car not just as a moving vehicle, but a total solution in life, he said.

Regarding the people-centric concept, he said, "We have paid great attention to details. The so-called luxury has to be meticulous in every detail so that it exceeds the expectations of the consumer."

He said the "L" in Luxgen also symbolizes the Chinese character that means "people." As a late comer in luxury brands, Yulon must focus on innovation and "work untiringly" to improve its products, Chen said.

He also said the group has gained confidence from its OEM experience over the past six decades and from its passion. "We have developed our own brands not just with passion, but have drawn strength from our culture," he said.

Chen said he hopes to see more Chinese vehicles in the world car market, along with American, European and Japanese automobiles.