China’s Leapmotor heading upmarket with second brand

Leapmotor has been establishing a reputation for offering affordable electric and extended-range electric vehicles, but it has its eyes on the more prestigious – and likely more profitable – end of the market.

The Chinese startup has confirmed it will launch a new brand in 2027.

“Our second brand, right now, it's still confidential,” said Leapmotor’s chief financial officer Li Tengfei in an earnings call.

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“That is why I can only tell you that we do have the plan to have a second brand. It is expected that the product from that new brand will be premiered at the end of this year or no later than the middle of next year. And we expect the product launch to be no later than mid of next year or the second half of next year.

“The positioning of the second brand will be different from the first brand. We hope that this new brand, new products can help the company continue to grow in the future,” the CFO added.

Previous reports out of China have indicated the new Leapmotor brand will focus on models priced above ¥300,000 (~A$61,800).

Leapmotor has edged upmarket with models like the D19 large SUV, currently its priciest model. Sales began in the Chinese market earlier this year, with the flagship SUV topping out at ¥269,800 (~A$55,500) in flagship 680 Tri-Motor Performance Edition guise.

However, Leapmotor currently sells all of its vehicles under a single brand, unlike Chinese automakers such as SAIC Motor which has a separate premium brand called IM Motors, or Geely which has brands such as Zeekr.

Leapmotor’s lack of experience in the premium vehicle space has reportedly led Stellantis, with whom it has a joint venture to distribute vehicles globally, to approach another Chinese brand to develop a new model for its Maserati brand.

The Chinese automaker will, however, supply underpinnings for an upcoming Opel model.

Leapmotor was only established in 2015 and began selling vehicles in 2019, starting with the short-lived S01 coupe.

The brand was launched here in 2024 with the mid-size C10 electric SUV. The smaller B10 electric SUV followed at the end of 2025.

To the end of April, Leapmotor has delivered 420 vehicles in Australia this year. Among other Chinese brands that have been on the Australian market for around the same amount of time, it’s neck-and-neck with Deepal (423 year-to-date) but well below Zeekr (2838).

MORE: Explore the Leapmotor showroom