New energy vehicles are a long-term battle, and now in this "war", Leap is a member of the smooth "return". On December 24, Leapmotor officially celebrated its 8th anniversary. 8 years may only be a development process for a traditional car company, but for many new car brands, 8 years is enough to witness the rapid growth of a brand, and even let many brands go from the beginning to the end. Looking back at the past from the perspective of the 8th anniversary of Leap at this time, it can be said that every step of it is worth celebrating.
Zhu Jiangming, founder, chairman and CEO of Leapmotor, said that in the past eight years, Leapmotor has firmly chosen a path of global self-development that cannot be easily replicated by others, and strives to master the core technology of new energy vehicles in its own hands. Nowadays, global self-development has become a well-known business card of Leaprun. Every new car brand left in 2023 is worthy of admiration. However, the competition in the automobile market has never stopped, especially in the past year, the "* war", "involution" and other rankings are flooded in every corner of the market, how to make a profit and how to survive has become a challenge for the vast majority of enterprises. Facing this question, Zhu Jiangming gave the answer in a letter to the 8th anniversary of Leaprun. He believes that only by maintaining a keen market insight at all times, in-depth understanding of user needs, and constantly optimizing products and services can we win the trust of more usersAt the same time, only through continuous cost reduction, efficiency increase, technological innovation, and internal skills, can we continuously improve the quality of operation and market competitiveness, and ultimately win the ultra-marathon of new energy vehicles.
Obviously, what is in front of us now is that the sales data of Leapmotor in 2023 is showing a growth trend, the brand influence is close to the ideal, and the 8-year global self-research has once again innovated, and the extended-range version of the model has become an instant ......hitThese are the achievements of Leaprun this year, and they are also the self-breakthroughs made by Leaprun to cope with challengesIn the year of "hurricane" of Leap Running, the difficulties of 2023 are more real than those experienced by new car-making forces. The experience of Leap Run is more than that, but the "lucky" thing is that Leap not only survived, but also went to a better distance. I still remember the prediction made by Zhu Jiangming at the press conference of Leapmotor at the beginning of this year: "In 2025, the pattern of the automotive industry may have been decided, and there must be a place before this stage." If Leap's sales in 2023 can't go up, then there will be little hope for the future. That is Zhu Jiangming's judgment of Chinese automobiles, and it is also a "wake-up call" for Leap.
You must know that at that time, Leap was in a downturn of declining sales and weakness, and some people even joked that Leap was hovering near the "life and death line". It is precisely based on this that the task of Leap in 2023 is heavier than others. Only when sales are raised, can we survive better. Therefore, since the beginning of the year, the industry has seen that Leapmotor has successively launched the 2023 T03 - ultra-safe five-door pure electric car, the 2023 C01 - technology luxury car, the 2023 C11 - intelligent super enjoy electric SUV, the C11 extended range - intelligent long-distance five-seat SUV, and the Leapmotor C01 extended range version and other "family bucket" models. The strong lineup of new products gives users more choices and more opportunities. At the same time, Huanqiu Auto also found that the price of Leapmotor's products far exceeded expectations, and the price-to-price ratio was increased on the basis of price reduction. The "** war" in 2023 is well known.
Compared with the price reduction of traditional car companies, the products of new car brands are cautious, after all, most brands are "the more they sell, the more they lose", and if the price is reduced, the profit is even more far away. But zero run has the confidence to reduce ** and improve quality. In order to obtain greater sales, Leapmotor aimed at the main market of 15-200,000 Chinese auto consumers, breaking the situation of the new car-making force in one fell swoop. More importantly, at present, Leapmotor has achieved 70% of the vehicle cost of self-research and self-manufacturing capabilities, which can maximize the efficiency of Leapmotor in R&D and manufacturing, and maximize the value of users in the whole life cycle. A new energy vehicle with a real price ratio is the product that Chinese auto consumers need more. Based on this, Leapmotor was able to usher in a sales turning point in May, with monthly sales continuing to exceed 10,000, continuously refreshing new highs in deliveries and maintaining a steady growth trend. As of November, Leapmotor has sold 120,000 supercars, ranking among the top three new forces. According to the current growth trend, Leap may hit a new high in December, with sales exceeding the 20,000 mark, and it is expected to beat Xiaopeng throughout the year.
The continuous improvement of sales has given Leaprun great confidence. In fact, sales are only one aspect of Leap's "hurricane" this year, in the new energy vehicle competition, Leap may not be the most dazzling, but now it is gradually showing the strength of the latecomer. Especially with the announcement of the third quarter, the gross profit margin of Leap reached 12%, which is to achieve positive ahead of schedule, which means that Leaprun already has the ability to self-hematopoiesis. Facing the future, Zhu Jiangming said that in the new year, Leapmotor's first global strategic model C10 will be launched soon, C16 will also be launched in the middle of the year, and more new products will be unveiled in the second half of the year. In the camp of new EV manufacturers, the stage of success or failure that was once judged by sales is about to pass, and every company needs to change from quantitative to qualitative change. Now it seems that Leapmotor has achieved qualitative changes in continuous breakthroughs, breaking the inherent pattern of new power car companies.
Only technology is fundamental, if the sales volume comes from the market's recognition of Leapmotor, then price reduction and products are the key to Leapmotor to achieve this achievement. The reason why Leapmotor was able to play the "combination punch" of product + price reduction is that there is only one answer behind it, that is, the control of technology. Looking back on the 8-year development history of Leapmotor, it has made many adjustments in terms of products and marketing, and the only thing that has remained unchanged is that it has always adhered to the global self-development route. As Zhu Jiangming said in a letter on the 8th anniversary of Leaprun, what has Leaprun done right in the past 8 years?
The first is to adhere to the technical route of global self-development. From the three-electric system to intelligent driving, and then to the intelligent cockpit, Leapmotor is built from the bottom to achieve full-link independent research and development. It is through the moat formed in terms of intelligent electric technology that Leapmotor can be invincible in the fierce market competition. Based on this, Leapmotor can achieve in-depth improvement and mining of software and hardware, thereby bringing in-depth cost optimization. Among them, the first centralized electronic and electrical architecture clover released at the end of July this year has completely advanced the technology of Leap in this field by 3 years.
The so-called integrated electronic and electrical architecture is not a new term in the new energy vehicle industry, and brands such as Aion have previously released this technology. It's just that they are all integrated electronic and electrical architecture, but Leaprun's four-leaf clover can realize the "integration of four domains" of supercomputing and cockpit domain, intelligent driving domain, power domain and body domain, which is the biggest difference from other brand technologies. Because of the "four domains in one", Leapmotor can unify the combination of intelligent cockpit, intelligent driving, and Qualcomm Snapdragon in-vehicle cockpit chip + NXP S32G domain control chip. At the functional level, 15 sets of box functions can be realized with one calculation. Based on the upgrade of the four-leaf clover architecture in terms of broadband and chips, its vehicle-machine interaction experience is smoother and its intelligent driving technology is more advanced.
In the general trend of intelligence and electrification, integration is also one of the development trends of electronic and electrical architecture, it must be admitted that due to technical costs and other reasons, its popularity is not high, and it is usually installed on high-end model products. However, in the four-leaf clover architecture of Leapmotor, the peripheral controller and the supercomputer box are all standardized products, which can be applied to all models of Leapmotor, and in terms of performance, it provides three solutions of standard, medium and high configuration through a box with different chips to meet the needs of all models of Leapmotor. Overall, Leaprun's four-leaf clover can not only save the R&D cost of developing new parts for different models, but also achieve large-scale cost reduction by expanding the scale of spare parts production.
Through this technology, as Zhu Jiangming hoped, Leapmotor is making a bucket car with a price-to-quality ratio, technology, and no shortcomings. Therefore, as a disruptor in the new energy vehicle market, the price reduction of Leap is not based on the infinite compression of profits, but the most fundamental thing is to rely on the confidence of self-research in the whole domain to achieve the insistence on cost reduction, so as to obtain room for price reduction. After 8 years, Leapmotor has achieved growth and transformation, formed a business development model with technology as the background, innovation as the driving force, quality as the cornerstone, and service as the guarantee, and established the strategic goal of "building an international brand around global self-development", laying a solid foundation for stepping to a new level and starting a new journeyCreate the "new energy vehicle" that users really need After eight years of car manufacturing, Leapmotor has always given people the feeling of pragmatism and stability.
This kind of pragmatism is not only reflected in the excellence of the product itself, but also comes from the insight into market trends and the perception of consumer needs. For a long time, car companies have focused most of their attention on pure electric vehicles in the new energy vehicle market, and there have always been controversies and disagreements about range extenders. Proponents believe that range extension is currently the most suitable new energy vehicle mode, and when the charging system is not mature enough, range extension electric vehicles can well solve the problem of difficult charging for usersOpponents say that the industry consensus is that the extended-range hybrid technology is backward. From a technical point of view, range extension is not necessarily a long-term choice, but based on the current situation, consumers pay more attention to the use experience of new energy vehicles. The program car can be fueled and electric, with a long battery life of pure electric driving and the blessing of extended range, which can effectively alleviate the common mileage anxiety of new energy vehicle owners, and the fuel consumption and fuel cost are much lower than that of traditional fuel vehicles, which are exactly what consumers want to see the most.
Leapmotor also paid attention to the needs of consumers and took the lead in launching the extended range model Leapmotor C11 extended range version. With the popularity of range-extender vehicles in the market, the status of the "top students" of range-extension represented by Leap will gradually become prominent in 2023, especially in the ranks of new power car companies, because Leapmotor took the lead in forming a dual-power layout of pure electric + extended-range new energy, which has played a significant role in driving sales growth. Deliveries of the C11 series (including pure electric and extended range) were completed in August, and the first monthly delivery exceeded 10,000. The C11 range extension has boosted the overall sales, allowing Leapmotor to see the opportunity, and it has also more determined the "dual power" strategic layout of pure electric + range extension.
Therefore, after 6 months after the C11 extended range model, Leapmotor announced the launch of its first model, the Leapmotor C01 Super Extended Range, based on the concept of "super extended range", to strengthen its market position. In contrast, other new EV brands may still be involved in range extenders, or they may be later than Leap's layout. So from now on, it seems that there is an opportunity for Leap to occupy the range extender market for a long time. After all, according to the "China Extended Range Electric Vehicle Industry Development Report" released by the China Association of China, by 2025, the sales of extended range electric vehicles are expected to exceed 500,000, with a compound annual growth rate of more than 60%.
At the critical time when Leap's sales needed to be increased, it firmly chose pure electric and extended range dual-line parallelism. At that time, Leap might have thought that the range extender could bring it the current market increment, but what it didn't expect was that the range extender would now be continuously deployed by car companies in the market. This is enough to prove that Zhu Jiangming's vision at the beginning of the year did not have any deviation. According to Zhu Jiangming's words, it is precisely because of its competitiveness in technology and products that Leapmotor will usher in the investment cooperation with Stellantis Group in 2023, which is also the first cooperation project between a new force and a multinational giant in China, which is considered by the industry to open a precedent for China's reverse joint venture and create a unique new global development model of asset-light going overseas.
Looking back at the development path of Leaprun in 2023, as well as the unique temperament that is increasingly presented in Leaprun, you will find that Leaprun is still the same Leap as it used to be, the difference is that in different market competitions, it continues to carry out self-polishing and real-time follow-up market control. On this basis, it is foreseeable that in the next 2024, the market will witness a better and better zero run.
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