Leapmotor Confirms Launch of Second Brand Targeting the Premium Market Above RMB 300,000

[Brand Strategy] Leapmotor Auto has officially confirmed it will launch a second brand, primarily targeting the premium new energy vehicle market priced above RMB 300,000.

Key Developments: Second Brand to Debut by Year-End with Independent Sales Channels

Li Tengfei revealed during the earnings call on May 15 that the new model is expected to debut as early as late 2026 and launch in the market by mid-2027. The new brand will operate through an independent sales network, strategically located in high-end commercial districts, with comprehensively upgraded service standards to clearly differentiate itself from the existing main brand, which spans RMB 65,800 to RMB 269,800.

Strategic Rationale: Breaking Through Profitability Constraints, Emulating the Lexus Model

In 2025, Leapmotor’s net profit per vehicle was only RMB 905, insufficient to support its target of RMB 5 billion net profit in 2026. By adopting a multi-brand structure similar to Lexus under Toyota, the company aims to enhance pricing power, optimize its profitability structure, and transition from being perceived as a 'half-price Li Auto' to establishing a foothold in the premium segment.