Leapmotor Plans to Launch Premium Second Brand in 2027

According to the latest industry reports from China, Leapmotor, which is currently gaining strong momentum in Malaysia, is planning to launch a dedicated premium brand in 2027. This strategic move aims to penetrate the high-end market, with pricing expected to start above CNY 300,000 (approx. RM195,000).

Independent Infrastructure: A Premium Necessity

To cultivate a high-end brand identity, Leapmotor plans to build an independent sales network and showroom infrastructure for this new brand. These flagship vehicles will not be sold alongside existing budget-conscious models like the C10 or B10, ensuring a differentiated customer experience.

This approach mirrors successful "tiered" strategies used by global automotive giants: Toyota utilized Lexus to break into the luxury segment; BYD has successfully expanded upmarket with its Denza and Yangwang sub-brands.

Escaping the "Budget" Label

Leapmotor has earned its reputation through an "ultimate value-for-money" proposition. However, history shows that consumers often struggle to accept high price points from brands built on affordability. 

By launching an autonomous brand with exclusive sales channels, Leapmotor can effectively pivot away from its "budget" image. This enables the company to compete more directly with high-end players like Tesla, as well as established European marques such as BMW and Mercedes-Benz.