零跑十周年内部信：三大维度读懂“销冠”是如何炼成的

Core Insights - Leap Motor has delivered 70,327 vehicles in November, maintaining its position as the sales champion among new energy vehicle brands for nine consecutive months [2][34] - The company, founded in Hangzhou, celebrates its tenth anniversary on December 24, 2025, with a reflective internal letter from CEO Zhu Jiangming [3][35] - Zhu emphasizes the need for Leap Motor to transition from being a "follower" to a "leader" in the automotive industry, aiming to be a sustainable and respected global enterprise [5][37] Dimension 1: Pragmatism and Accountability - Zhu's internal letters from 2019 to 2025 reflect a consistent commitment to pragmatism, avoiding exaggeration and focusing on measurable outcomes [6][38] - This pragmatic approach has been crucial for Leap Motor's success amid the reshuffling of the electric vehicle industry [7][39] - The company has established a communication principle of "speaking with facts," which has guided its operations and strategic planning [8][40] - Leap Motor's internal reforms during industry downturns have led to significant growth, including surpassing 100,000 annual deliveries ahead of schedule in 2022 [9][41] - The company has expanded its global presence, with over 30 countries and regions covered and more than 1,700 sales and service outlets by 2025 [9][41] Dimension 2: Commitment to Self-Research and Product Philosophy - Leap Motor has proven its commitment to full self-research, which has been a cornerstone of its technological development over the past decade [17][48] - The company has faced challenges in its self-research path but has seen significant advancements, including the launch of the LEAP3.0 technology era [19][49] - Zhu highlights the importance of technological innovation as essential for the company's survival and future [50] - Leap Motor's product philosophy has evolved from "value for all" to "extreme quality," emphasizing that affordable products must also be of high quality [20][52] - The company aims to redefine the value standards for electric vehicles priced between 150,000 to 200,000 yuan, focusing on delivering high-quality products [23][53] Dimension 3: Strategic Transition to a Global Player - Zhu redefines Leap Motor's identity, urging the company to view itself as a world-class enterprise rather than just a new force in the industry [24][54] - The company has surpassed Tesla in monthly sales for the first time in October 2025, marking a significant milestone in its competitive positioning [27][57] - Leap Motor's transition to a global player involves expanding its operational capabilities and brand influence on a worldwide scale [27][57] - The strategy has shifted from merely exporting products to establishing a complete value chain for research, production, sales, and service globally [60][62] - Zhu emphasizes the need for Leap Motor to deeply integrate with local industries and enhance its adaptability to serve global customers effectively [60][62]