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What is the most competitive industry in China? The answer must be new energy vehicles. It can be said that domestic new energy vehicle manufacturers have risen from price and configuration competition to technology and service competition.

While major domestic automakers are competing in all directions, Leapmotor has emerged as a dark horse and has achieved "accelerated" performance: in the second week of July (July 8 to July 14) in the sales ranking of new power brands in the Chinese market, Leapmotor returned to the third place in sales with sales of 4,500 vehicles, firmly establishing itself in the first echelon of China's new energy vehicles.

"Leapmotor's return to the top three in the market in terms of sales means that Leapmotor's product concept and corporate culture, a 'real person' in the automotive industry, are recognized by more consumers," said Zhu Jiangming, founder, chairman and CEO of Leapmotor Automobile. Since its establishment, Leapmotor has focused on the concept of ultimate experience and high price-performance ratio, creating new energy vehicles with higher configuration, better quality, and good quality but not expensive for consumers, and Leapmotor's efforts are also being recognized by the market.

Sales volume in half a year is nearly 90,000 units, and 2024 will be the year of zero runner-up

Judging from Leapmotor’s market performance, 2024 will be Leapmotor’s “breakthrough year”.

In the first half of this year, Leapmotor's cumulative deliveries reached 86,696 units. In June alone, Leapmotor delivered 20,116 units, entering the "20,000 Club" for the first time. In early July this year, Leapmotor achieved a cumulative delivery volume of 400,000 units. More importantly, the leap from 300,000 to 400,000 units was completed in the first half of this year. In terms of half-year delivery data, Leapmotor ranks among the top three in terms of delivery volume among new brands in the Chinese market.

Here we can't help but wonder: What is the magic of Leapmotor that has made it stand out in the tide of all-round internal competition among major automakers? Zhu Jiangming, founder, chairman and CEO of Leapmotor, gave the answer. Leapmotor's competitive advantage is not price, but value: "Many users think that Leapmotor's cars are 'good-looking, easy to drive, and economical', which is exactly what we want users to feel. In my opinion, user reputation is far more important than the title of 'competitive king'."

Each of Leapmotor's products brings consumers the ultimate high-quality and cost-effective experience. Take the Leapmotor C16, which was launched on June 28, as an example. As Leapmotor's first ultra-comfortable smart 6-seater SUV, the C16 combines the space experience of an MPV with the styling style of an SUV. It is equipped with the industry-leading "four-leaf clover" central integrated electronic and electrical architecture, a high-end driver assistance system with Orin-X+ laser radar hardware, and a standard Qualcomm SA8295P flagship smart cabin chip for the entire series. In terms of audio and video entertainment, it introduces luxury configurations such as the rear ceiling screen and 21-speaker Dolby Atmos luxury audio.

Although it has the configuration of a luxury car, the C16 has a very affordable price of only 155,800-185,800 yuan. Within 48 hours of its launch, the Leapmotor C16 received 5,208 orders, which is a hot seller as soon as it was launched. It is expected to become another dark horse in the new energy family SUV market, which is an important part of Leapmotor's further development in the second half of the year.

"The high configuration and excellent driving experience are the main reasons why we bought Leapmotor," said a Leapmotor owner. After test-driving many new energy vehicles, the ultimate experience and high cost-performance are the main reasons why he chose Leapmotor. "I am very rational in buying things, and the Leapmotor experience impressed me."

Willing to be a "real person", the secret behind Leapmotor's growth

Whether from sales data or consumer reputation, Leapmotor is obviously successful. But why is it Leapmotor that can achieve the ultimate "high quality and price ratio experience"? The secret of Leapmotor's success lies in its product value of being a "real person".

"Leapmotor is the 'turtle' among the new forces in car manufacturing. We hope to move forward steadily and make a little progress every year." Zhu Jiangming once compared Leapmotor to a tortoise. It is not reckless, not boastful, and does not rush for quick results. It only seeks to strengthen its internal strength and build up technical reserves that lead the industry.

This is directly reflected in Leapmotor's product concept of "creating higher configuration, better quality, good but not expensive". In order to achieve the ultimate experience and high price-performance ratio, Leapmotor integrates "top-of-the-line components" and "affordable prices" into every Leapmotor car. To this end, Leapmotor has completed this seemingly "impossible task" through three major martial arts secrets.

Firstly, Leapmotor insists on self-research of core technologies. Currently, the core components that account for more than 60% of the total vehicle cost are all developed and manufactured by Leapmotor itself, which greatly saves costs. Secondly, Leapmotor always insists on technological innovation, optimized design, and adopts the most competitive solutions. Finally, Leapmotor always insists on pricing based on cost and passes the optimized profit margin on to users.

"It is precisely because of the self-developed and innovative technology that Leapmotor can use better materials and have higher configurations in its class. It should be said that in the price range of 150,000 to 200,000 yuan, Leapmotor has everything it should have, and even things it 'shouldn't have'!" Self-developed core technology is Zhu Jiangming's confidence and one of Leapmotor's core competitive advantages.

At present, Leapmotor has accumulated numerous core technologies. Taking the six intelligent electric core technologies of LEAP3.0 as an example, this technology covers six modules of intelligent electric core technologies, including: a self-developed global vehicle architecture with a high commonality rate of 88%; the industry's first four-domain integrated central integrated electronic and electrical architecture - [Four-Leaf Clover] central integrated electronic and electrical architecture; the industry's leading innovative energy golden power: CTC battery + oil-cooled electric drive; the industry's innovative 8295 chip to realize cabin-driving and parking fusion technology; the industry's first to create NAC city full-scenario access technology without opening the city.

In my opinion, Leapmotor is the benchmark of the new energy vehicle industry. Since its establishment in 2015, Leapmotor has insisted on self-developing three core technologies: intelligent power, intelligent networking, and intelligent driving. In addition, Leapmotor has accelerated its pace of going overseas, cooperating with the Stellantis Group to establish the Leapmotor International joint venture, forming a development model of "Chinese market + overseas market + Tier 1 supplier", and completing breakthroughs in overseas vehicle sales and external supply of core components for the three electrics, marking the transformation of the Chinese automobile industry from "bringing in" to "going out".

"A bamboo shoot grows three inches in three years underground, and once it breaks through the soil, it grows three feet a day." In nature, we are always moved by bamboo shoots, which can endure loneliness in the soil and accumulate nutrients and energy for development in order to grow rapidly on the day they break through the soil. The development of Leapmotor is very similar to that of bamboo shoots. Only by exercising internal strength can we accumulate strength and then develop. Market sales and user reputation have also proved Leapmotor's success, which also provides sufficient growth momentum for Leapmotor in the second half of 2024.

In 2024, China's new energy vehicles are experiencing unprecedented competition. Some people suggest that competition should be more competitive and use competition to promote industry development, while others propose anti-involution, believing that the current competition is vicious competition that destroys the industry ecology.

Where will China's new energy vehicles go in 2025? In fact, Leapmotor has already told us the answer. To win the market is not to rely on who is more competitive or anti-involution, but whether it can rely on its own technical strength and continuous innovation to bring consumers the ultimate experience and high-quality and cost-effective products. This may be the key to the development of China's new energy vehicles. In the increasingly competitive auto market, facing the increasingly diverse needs of consumers, Leapmotor will continue to ride the wind and waves in the market with its pragmatic and precise approach and its own unique competitive advantages, creating greater value for the majority of users.