拒绝华为智驾？零跑冲击30万市场：自信还是自嗨？

Core Viewpoint - Leap Motor has unveiled its flagship model, the D19, targeting the 300,000 yuan price segment, despite its average vehicle price being below 110,000 yuan [2][4][16]. Group 1: Product Launch and Positioning - The D19 is positioned as a high-tech luxury flagship SUV, built on Leap Motor's D platform, and is expected to be the first model to challenge the 300,000 yuan price point [4][12]. - The D19 is claimed to incorporate six industry-first technologies and features components from globally recognized suppliers, emphasizing a premium build quality [4][17]. - The vehicle is anticipated to be available for pre-sale in the first half of 2026, although specific pricing details have not yet been disclosed [4][12]. Group 2: Marketing and Brand Image - Leap Motor has appointed actor and singer Fei Xiang as the brand ambassador for the D series, which has sparked confusion among consumers due to a mismatch between his fan base and the brand's target demographic [3][5]. - The average price of Leap Motor vehicles is around 110,000 yuan, with the most expensive model priced at 180,000 yuan, indicating that the brand primarily appeals to lower-middle-class consumers [5][14]. Group 3: Technology and Development Strategy - Leap Motor's Vice President, Cao Li, stated that the company will not use Huawei's advanced driving system, opting instead to develop its own high-level autonomous driving technology [3][8]. - The company plans to invest over 50 billion yuan in research and development from 2025 to 2030, with more than 15% of its annual R&D budget allocated to smart technology [8][11]. - Leap Motor aims to achieve L4 level autonomous driving by 2026 and plans to launch its "Leap Smart Driving 4.0" system by 2028 [8][11]. Group 4: Market Challenges - Despite rising sales, Leap Motor's average vehicle price has been declining, with projections indicating a drop to 109,500 yuan in 2024 [16][17]. - Entering the 300,000 yuan market poses significant challenges, as the brand's established image as a value-for-money option may not resonate with high-end consumers [17]. - Leap Motor's self-research strategy faces risks, including the need for substantial upfront investment and the potential for technological advancements to lag behind competitors [11][17].