Leap Motor's Remarkable Transformation: From Underdog to Industry Leader

After six years in the industry, witnessing the rise and fall of many new players in the automotive market, it is evident that some remain at the table while others vanish into oblivion. In this context, if one were to select the standout contestant, it might not be the well-known 'Wei Xiaoli' but rather Leap Motor, the subject of today's article. Once considered an industry underdog, Leap Motor has executed an impressive comeback. By mid-2025, the company achieved over 220,000 vehicle deliveries, securing the title of sales champion among new automotive forces for the first half of the year. Given the fierce competition in its mainstream segment, this remarkable achievement is a true indicator of leadership. Recently, Leap Motor introduced a product of significant importance to it—the new C11. This mid-size SUV's transformation serves as the best marker for observing Leap Motor's growth journey. During the launch event, CEO Zhu Jiangming delivered a heartfelt speech, sharing five stories about the C11 that embody the company's commitment, determination, and goals. Reflecting on the skepticism surrounding the original C11 in 2021 versus the acclaim for the new model in 2025, Leap Motor has proven that 'every underestimated entity can become better over time.' The stories Zhu shared fall into two main dimensions: following a suitable path and creating vehicles that meet user needs. The first story highlights the near demise of the C11 during its development. Amidst poor sales of the S01 and simultaneous development of the T03, compounded by an investment slump in the new energy sector, the company faced a financial crunch. The rational decision was made to slow the C11's progress. Despite the challenges, Zhu realized two things: first, the C11 had market potential and needed to be a competitive product; second, the new energy trend was undeniable, and surviving the industry's winter would lead to a promising future. Zhu's account of the C11's journey, from initial confidence to a dark moment and eventual recovery, is compelling. The determination to find a clear direction allowed the Leap team to work tirelessly towards the C11's debut at the 2020 Guangzhou Auto Show and its recent market launch. Identifying a suitable market position is equally vital. Unlike many new automotive players who rush blindly, Leap Motor has maintained a grounded and pragmatic approach. The C11's success is attributed not only to its strong product capabilities but also to its precise targeting of a specific market segment. Zhu also shared that the C11's first-month order count was a mere 3,388 units, a fraction of the recent hit Xiaomi Yu7's sales. However, with time, the C11 saw significant monthly sales growth, reaching over 10,000 units by October 2024. Unlike many new energy products that struggled to maintain momentum, the C11, along with Tesla's Model Y, has demonstrated enduring success. Leap's approach has been one of gradual improvement, with each month reflecting real user experiences leading to better word-of-mouth. Leap Motor's every endeavor resembles a victory of long-termism. From the original C11 to subsequent models like the C16 and B10, the company has slowly revealed its extraordinary potential. As a witness, I admire not only the product strength but also the strategic resoluteness of this new automotive force. Years ago, when many brands were blindly chasing high-end markets, Zhu stated that Leap aims to be the 'Uniqlo of the automotive world,' offering affordable intelligent electric vehicles. This commitment has remained steadfast, allowing Leap to carve out a rare survival space in China's competitive automotive landscape. The title of sales champion among new automotive forces for the first half of 2025 is a testament to this strategy. The second dimension of creating vehicles that meet user needs is reflected in Zhu's stories during the launch. After deciding to revive the C11, Leap invested significant effort into refining the vehicle. Each component was thoughtfully placed, from tissue holders to umbrella storage, demonstrating a commitment to user-centric design. While the recent Xiaomi Yu7 has garnered praise for its user-focused features, similar attributes can be found in the C11, albeit less recognized. Leap's focus on user experience continues to improve with new models, including the all-new C11, which showcases advancements in design and technology. Leap's pursuit of technology is evident, with its in-house developed driving chips reflecting a commitment to innovation. The C11 employs Leap's most advanced LEAP 3.5 technology architecture, resulting in 48% upgraded physical components. Leap's goal of benefiting car owners rather than merely showcasing technological prowess is clear. In a collaborative effort following the C11's pre-sale in 2021, user feedback led to the addition of a brown interior option, which was fully upgraded in the new C11. Zhu expressed gratitude, stating, 'In the co-creation process, users are our best product managers.' Leap's business philosophy emphasizes the importance of listening to user feedback, leading to a more refined product strategy. With the launch of the all-new C11 and contributions from other models, Leap is racing towards its annual sales target of 500,000 units. As the article concludes, Zhu's five stories encapsulate the essence of Leap Motor's success: following a suitable path and creating vehicles that meet user needs, all while remaining true to these principles. With current trends, Leap is poised for greater energy and growth, and the upcoming tenth anniversary is an opportunity for Leap to solidify its position as a leading new automotive force. A new chapter is about to unfold.