Leapmotor Plans to Launch Premium Second Brand by 2027

Leapmotor Eyes Premium Segment with Second Brand Targeting 300,000+ Yuan Market

According to LatePost Auto, which obtained information from multiple independent sources, Leapmotor is planning to launch a second brand by 2027, with products priced above 300,000 yuan (approximately $41,000). Current plans call for the brand to operate an independent sales network separate from Leapmotor's existing channels. Leapmotor officials responded with "no comment" regarding the information.

If confirmed, the move would mean Leapmotor is officially joining the fierce competition in the premium smart EV segment.

From Value Champion to Premium Contender: Leapmotor's Brand Evolution

Leapmotor has long relied on a "high value-for-money" strategy as its core competitive approach. Its C-series and T-series models primarily cover the 100,000 to 200,000 yuan price range, and the company has secured a firm foothold in China's intensely competitive new energy vehicle market through its full-domain in-house R&D approach and exceptional cost control capabilities.

Since 2024, Leapmotor's sales have continued to climb, and its global expansion has accelerated with the support of the Stellantis Group. As economies of scale have become increasingly apparent and technological expertise has deepened, moving upmarket to tap into the more profitable premium segment has become a natural strategic choice.

The decision to launch an independent second brand rather than extending the product line under the existing brand mirrors strategies previously adopted by Geely with Zeekr and Great Wall with Salon (later merged into the Wey brand). The core objective is to avoid the "anchoring effect" that the original brand's price perception could impose on premium products, while simultaneously creating a differentiated user experience through independent channels.

AI and Intelligent Technology Will Be Key to Premium Market Breakthrough

In the 300,000+ yuan market, consumer expectations for intelligent driving, smart cockpit features, and other AI technologies are significantly higher. Leapmotor's longstanding "full-domain in-house R&D" strategy — covering core technologies including intelligent driving chips, algorithms, electric drive systems, and battery systems — will serve as a critical technological foundation for building its premium brand.

The premium smart EV market above 300,000 yuan is already crowded with formidable players including NIO, Li Auto, XPeng, AITO, and Zeekr, all engaged in an intense technology arms race across urban NOA intelligent driving, on-vehicle large language models, and AI cockpit interaction. If Leapmotor is to enter this market with a new brand in 2027, it must deliver product capabilities with a generational advantage in AI intelligence.

Outlook: Opportunities and Challenges in the Multi-Brand Era

Considerable uncertainty remains regarding the landscape of China's smart EV market in 2027. On one hand, the industry shakeout continues, and brands that survive while maintaining competitiveness will enjoy larger market shares. On the other hand, technologies such as AI large models and end-to-end intelligent driving are expected to mature further by 2027, providing a technological window for new brands to establish differentiated positioning.

For Leapmotor, the success of its second brand will hinge on several key factors: first, whether its intelligent technology can achieve a qualitative leap; second, the independent operational capability and channel-building speed of the premium brand; and third, whether the global resources derived from the Stellantis partnership can empower the premium brand.

From "value-for-money king" to premium market challenger, Leapmotor's move is both bold and full of potential. With two years remaining until 2027, the market will be watching closely for further developments on this plan.