Halber Preis für das Li MEGA? Das Leapmotor MPV, das weniger als 300.000 Yuan kostet, ist da und soll das Premiumsegment erschüttern.

Leapmotor is one of the few new - energy vehicle brands that are currently profitable. The reason it can make money is actually by targeting the "affordable alternative market", offering configurations and experiences similar to high - end models at lower prices.

The B - series and C - series are Leapmotor's sales drivers in the two major mainstream markets of sedans and SUVs. According to the latest news, Leapmotor has its sights set not only on the mainstream market but also on the ambition to break into the high - end market.

Recently, spy photos of Leapmotor's new MPV were officially exposed. Blogger @SugarDesign quickly drew renderings of the vehicle based on the spy photos.

Image source: Weibo @SugarDesign

The vehicle is quite large. Based on the ratio of the tires to the vehicle length, it can be inferred that the vehicle length is around 5.2 meters, positioning it at least as a mid - to large - sized MPV. Zhu Jiangming, the chairman of Leapmotor, has long revealed that a flagship MPV on the D - platform will be launched in the second quarter of next year, and it's highly likely to be this newly exposed vehicle.

As we all know, renderings are not the same as actual vehicle photos, but we can see the features of this new MPV from the exposed details and even infer the vehicle's configuration based on these features.

Without further ado, let's get started.

Is it aiming to be the "half - price Li MEGA"? It might not be that simple

At first sight of the test vehicle, Electric Vehicle Insights couldn't help but say "half - price Li MEGA". The body shape is highly similar to the "bullet - head" design used in the Li MEGA. Moreover, Zhu Jiangming has revealed that "the four series A, B, C, and D will cover the 60,000 - 300,000 yuan market with 13 - 14 new models". Therefore, the price of this MPV could very well fall within the 250,000 - 300,000 yuan range, far lower than the starting price of the Li MEGA (529,800 yuan).

The "bullet - head" shape is a functional design, entirely for achieving certain specific functions, such as reducing wind resistance and maximizing the passenger compartment space. However, it is also more likely to cause controversy among consumers. The Li MEGA was once ridiculed by netizens as a "high - speed train on the road". Even though the official played along with the joke, there are still many consumers who don't agree with this aesthetic.

However, Leapmotor is smart. The rear design of this MPV is not as avant - garde and sharp as that of the Li MEGA. The simple and plump, middle - of - the - road design is more acceptable to the public. At the same time, the simple rear design can also save on mold - opening costs.

Image source: Weibo @Auto_ Zhu Xingqi

Although both are large - scale new - energy MPVs, their positioning is different: the over - 500,000 - yuan Li MEGA uses the bullet - head shape to tell a story and sets the benchmark in the high - end pure - electric MPV market; Leapmotor uses a simple rear design to save costs and aims for higher sales.

In terms of configuration, the application of the "watchtower - style" lidar means that this new MPV will definitely be equipped with the brand's latest assisted - driving technology. Design concepts commonly used in mainstream new - energy MPVs, such as electric sliding doors and hidden door handles, are also retained.

Based on Leapmotor's approach of "cost - cutting", Electric Vehicle Insights speculates that this new MPV will most likely continue to use the self - developed LEAP3.5 technology architecture. It will be equipped with a highly integrated control system, Qualcomm 8295 cockpit chip, and Qualcomm 8650 intelligent - driving chip, offering both pure - electric and range - extended power systems. The high - end version is expected to be equipped with air suspension, rear - seat screens and other configurations to enhance the driving and riding experience.

Image source: Leapmotor official

Regarding the configuration of this new MPV, Electric Vehicle Insights can only make speculations based on products with the same positioning and Leapmotor's existing product strategy. However, Leapmotor has long stated that over 60% of its components are self - developed and self - manufactured. The Leapmotor B01, which was launched this year, gave traditional automakers a vivid lesson in "cost control" with a starting price of 89,800 yuan. The capabilities of the D - series products may exceed expectations.

Can the "affordable alternative thinking" work in the MPV market?

To be honest, there aren't many new - energy MPVs in the 200,000 - 300,000 yuan price range. Representative models include the Buick GL8 PHEV, BYD Xia, and GAC Trumpchi E8 PHEV. The sales of these three models all exceeded 2,500 units in June, with the Buick GL8 PHEV performing the best, selling 6,082 units in June.

Obviously, the direct competitors of Leapmotor's new MPV after its launch will be these three products.

The majority of the MPV market is basically occupied by high - end products priced over 300,000 yuan, such as domestic new - energy MPVs like the Denza D9, Voyah Dreamer, and Wei Pai Gaoshan, as well as joint - venture MPVs like the Toyota Sienna, Toyota Granvia, and Buick GL8.

From the perspective of market demand, the main consumers of MPVs are family users and enterprises. They do care about price, but they are more willing to pay for configuration and experience. Comfort features such as seat massage, rear - seat screens, and in - car refrigerators are difficult to find in MPV models priced under 300,000 yuan.

Image source: SAIC - GM - Buick official

Take the Buick GL8 PHEV, the best - selling new - energy MPV in the 200,000 - 300,000 yuan range, as an example. The new car does offer features such as ventilation/massage for the first two rows of seats, small tables, high - end audio systems, and rear - seat screens. However, these features are commonly found in the high - end versions priced over 300,000 yuan.

In that case, users with a budget might as well choose domestic MPVs with similar prices and more comprehensive overall strength.

Therefore, in the MPV market, it's not that cheap products can't sell; it's just that expensive ones sell better. This is completely different from the operating logic of the sedan and SUV markets. This makes Electric Vehicle Insights can't help but wonder if the "affordable alternative thinking" that helped Leapmotor turn a profit can work smoothly in the MPV market.

Think about it carefully. If the new MPV can leverage Leapmotor's advantages, there is indeed a chance to replicate the "affordable alternative thinking" in the MPV segment.

Leapmotor's advantage has always been high - end configuration at low prices. Electric Vehicle Insights won't elaborate on this. In addition, Leapmotor also has two advantages that its competitors may not have: channel sinking and overseas markets.

Image source: Leapmotor official

As of April 2025, Leapmotor had over 900 sales networks in the domestic market. Different from other volume - selling brands, 70% of these outlets are located in non - first - tier cities. In Leapmotor's view, the demand for cars in non - first - and second - tier cities and rural areas is also increasing. The Leapmotor MPV, which features high - end configuration at low prices, has considerable appeal in these areas.

Moreover, after the joint venture with Stellantis, Leapmotor's overseas market channels have expanded rapidly. This year, it plans to open 500 outlets in Europe. This cooperation model with an international giant greatly reduces the cost of the brand's overseas market expansion, giving it more time and cost advantages compared to domestic brands that rely on exports.

Leapmotor has no worries about profitability, and it can take its time on the high - end path

According to official data, Leapmotor sold 50,129 vehicles in July, ranking among the top in the sales list of new - energy vehicle brands. Many of its products have the ability to contribute stable sales, especially the Leapmotor B10 and Leapmotor C10, with monthly sales steadily exceeding 10,000 units.

In the first quarter of this year, Leapmotor achieved a revenue of 10.02 billion yuan, a year - on - year increase of 187.1%. The gross profit margin reached 14.9%, a record high. And affected by the off - season in the auto market, the net loss attributable to the parent company was only 130 million yuan, a significant narrowing compared to the loss of 1.01 billion yuan in the same period last year.

For Leapmotor's new MPV, the biggest challenge is not the product itself but the brand's acceptance in the high - end market.

Popular models such as the Leapmotor B10 and Leapmotor C10 are all positioned in the 100,000 - 200,000 yuan price range, and the 200,000 - 300,000 yuan market is Leapmotor's first attempt. Consumers are more likely to perceive Leapmotor as a brand of "new - energy family cars worth over a hundred thousand yuan". It's really hard to say if they will quickly accept this nearly 300,000 - yuan MPV.

However, Leapmotor now has a stable sales base. Even if the new MPV can't capture more market share in the MPV market, the sales base can still bring considerable financial data to Leapmotor. The official has enough time to make trial - and - error attempts in the high - end MPV market.

This article is from the WeChat official account "Electric Vehicle Insights". Author: Electric Vehicle Insights. Republished by 36Kr with permission.