“不做豪华”的零跑称D系列还是立足“规模”

Core Viewpoint - The article discusses the strategic shift of Leap Motor as it aims to establish itself in the high-end market with the launch of its D series, despite its previous positioning as a cost-effective brand. The company emphasizes maintaining its "good but not expensive" philosophy while expanding its product offerings [1][3]. Group 1: Company Strategy - Leap Motor's chairman, Zhu Jiangming, asserts that the D series does not alter the brand's positioning and aims to provide high-end products without pursuing high profits [3][16]. - The company has set a five-year strategic plan and sales targets, expecting to continue significant growth after achieving its initial goal of 500,000 units for the year [3][17]. - Leap Motor's D series is designed to compete in the full-size SUV market, with the first model, D19, showcasing advanced technology and spacious dimensions [5][11]. Group 2: Market Performance - Leap Motor achieved a milestone with the production of its one-millionth vehicle in September, becoming the second new force in the domestic market to reach this sales volume [3][17]. - The company reported a 129% year-on-year increase in cumulative sales for the first nine months of the year, totaling 395,000 units [3][17]. - In September alone, Leap Motor's sales reached a record high of 66,000 units [3]. Group 3: Product Innovation - The D19 model features an 80.3 kWh range extender battery, providing over 500 km of pure electric range, showcasing Leap Motor's technological capabilities [9][11]. - The D series aims to incorporate unique technologies, such as an integrated drive generator and an onboard oxygen generator, to differentiate itself in the competitive SUV market [11][16]. - Leap Motor's strategy focuses on leveraging its self-developed technologies to meet user demands while maintaining cost-effectiveness [13][16]. Group 4: Financial Outlook - Despite significant revenue growth of 174% in the first half of the year, Leap Motor's profit was only 30 million yuan, indicating challenges in scaling profitability [16][17]. - The company plans to adjust its annual sales target to between 580,000 and 650,000 units, reflecting confidence in its market position despite competitive pressures [17].