当零跑开始讲“故事”

Core Viewpoint - Leap Motor has evolved from a low-profile newcomer to a more assertive player in the electric vehicle market, showcasing significant technological upgrades in its new C11 model while maintaining a focus on cost-effectiveness and self-research capabilities [2][3][4] Group 1: Product Development and Technology - The new C11 model features substantial technological upgrades, including an 800V high-voltage platform, silicon carbide electric drive, 640 km range, AR-HUD, LEAP 3.5 architecture, and advanced laser radar for high-level intelligent driving, all starting at a price of 149,800 yuan [2][3] - Leap Motor emphasizes a cost-effective approach, with 65% of its costs derived from self-research, allowing it to offer competitive pricing without compromising on features [6][7] - The company has adopted a "cost pricing model" for product upgrades, ensuring that the new C11 offers enhanced features at a price point similar to its predecessor [7][10] Group 2: Company Growth and Market Position - Leap Motor's sales reached approximately 140,000 units in 2024, with a significant increase to 220,000 units in the first half of 2025, marking a year-on-year growth of over 145% [11][12] - The company is transitioning from survival mode to a growth phase, focusing on increasing sales and market share while maintaining a cautious approach to expansion [12][14] - Leap Motor plans to expand its product lineup with new models (A, B, C, D series) set to launch between late 2025 and 2026, aiming for steady growth across all offerings [14][15] Group 3: Brand and Market Strategy - Leap Motor is shifting from a purely technical narrative to a more story-driven approach, recognizing the importance of brand communication in addition to product quality [19] - The company is optimizing its distribution strategy by reducing less effective sales channels and focusing on enhancing the customer experience through urban 4S stores [14][15] - Leap Motor's international expansion is beginning to take shape, with over 20,000 units exported in the first half of 2025, indicating the emergence of a second growth engine [15][16]