Zhu Jiangming issues internal letter: Beware of "victory" and hold yourself to world-class automaker standards.

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Author | Chai Xuchen

Editor | Wang Xiaojuan

“In our tenth year of entrepreneurship, we achieved the goals we set five years ago. Annual sales approached 600,000 vehicles, and the company is expected to achieve annual profitability. This is Leapmotor’s most fruitful year.”

On December 24th, the day before Christmas, Leapmotor Chairman Zhu Jiangming published an internal letter titled “Leapmotor Ten Years, Leading Upward.” Riding the wave of being the sales champion among new forces, Leapmotor declared the preliminary success of its “Uniqlo of the Auto Industry” + full-domain self-developed strategy.

2015-2025 marks the golden decade during which China’s new energy vehicle industry blossomed and led the world. It is also the key ten years in which Leapmotor, originally an IT sector outsider, broke through among nearly a hundred new automakers to become a leading new energy brand.

This year, Leapmotor’s annual sales are expected to reach nearly 600,000 vehicles, with about 60,000 delivered overseas, ranking first among new automakers. Since its founding, total sales are set to surpass 1.2 million vehicles.

Internationally, by 2025 Leapmotor will have expanded into 35 overseas markets, with more than 800 stores abroad. Leveraging cooperation with the Stellantis Group, Leapmotor has improved its sales, delivery, and service system in global markets.

According to the previously released third quarter report for 2025, Leapmotor maintained positive net profit in the third quarter of 2025, marking consecutive quarterly profits. At the significant milestone of its tenth anniversary, 2025 also hopes to be Leapmotor’s first year of annual profitability.

Standing at the crossroads of ten years, Zhu Jiangming required that Leapmotor not “pop the champagne at halftime.”

“The past decade has been tough for us—truly a close call for survival. Now, we've just gotten past the break-even point; it's far from time to celebrate. As we step into a new decade, from following to leading, we must no longer see ourselves as ‘a new force,’ but hold ourselves to the standards of a sustainable, world-class car company worthy of respect.” Zhu Jiangming said bluntly.

Zhu Jiangming wants employees to beware of “victory,” and remain humble and sober: “An entrepreneurial mindset isn’t just a slogan, but a sense of crisis that must be felt every day.”

Zhu Jiangming has repeatedly stated that Leapmotor aims to become a world-class electric car company, with a long-term goal of annual sales reaching 4 million. From the data, though Leapmotor currently targets annual sales in the millions, it is still far from becoming a world-class manufacturer.

“In 2026, we must take on the challenge of annual sales of 1 million vehicles.” In the letter to all staff, Zhu Jiangming pointed out that Leapmotor must accelerate strengthening these capabilities: Technological innovation must be continuous, quality must be taken to the extreme, overseas market expansion must be accelerated, and the organization must remain highly efficient and agile.

According to the plan, in 2026 Leapmotor must challenge the goal of annual sales of 1 million vehicles. The Leapmotor A series and D series will launch new products one after another, and the B and C series are expected to maintain their pace of upgrades. Among these, global expansion will be a focus. Zhu Jiangming stated that Leapmotor’s overseas market footprint will quickly expand in the next few years.

However, as Leapmotor pushes forward rapidly, competitors are also speeding up to catch up. Zhu Jiangming foresees even fiercer market competition next year. He called for continuous efficiency improvements in areas such as product definition, R&D, manufacturing, marketing, retail, and service, emphasizing stronger cost awareness and not wasting any investment.

Triggered more than a decade ago, China’s new car-making movement attracted many entrants, but only a handful have truly reached the ten-year mark. Though Leapmotor was overlooked at its founding, it has become a long-term winner over these ten years.

Below is the full internal letter:

Leapmotor Ten Years, Leading Upward

Dear colleagues:

Today marks Leapmotor’s tenth birthday. This moment belongs to all Leapmotor people—thank you for your hard work and perseverance!

2025, our tenth year of entrepreneurship, saw us achieve the goals set five years ago, handing in a solid answer sheet—annual sales approached 600,000 vehicles, and the company is expected to achieve annual profitability. This is Leapmotor’s most fruitful year!

We have proven that full-domain self-development is not merely a slogan. Thanks to this systematic capability, we were able to quickly mass-produce key technologies such as LEAP3.5 centralized domain control, 800V high-voltage platform, OneBox chassis braking system, and advanced driver assistance this year. We have also established a competitive self-manufacturing system for core components, and as sales scale expands, the advantages of self-research and self-production will further show.

We have proven that good but affordable products are the mainstream. This year’s launch of the B10, B01, Lafa5, and refreshed C16, C11, and C10 were hot sellers upon launch. C10 sales climbed to a new peak of 20,000 units per month. The flagship D series’ first model, D19, and the smart boutique A series’ first model, A10, have garnered high expectations from users since their unveiling.

Our globalization pace has accelerated again. Overseas markets are vast, and scaled car manufacturers must go global. This year we expanded into 35 overseas markets, with over 800 overseas stores, and annual deliveries overseas are expected to surpass 60,000 units. Our cooperation with Stellantis Group is showing synergistic effects. Leapmotor is accelerating its transformation into a global company.

Our system capabilities have also been reinforced. Whether in consumer-facing marketing or internal operations, we achieve higher efficiency and better quality through meticulous, digital management. These achievements stem from our ten-year commitment to long-termism, firmly believing technological innovation and pragmatic stability are the way to go further.

The past ten years have been tough—nearly a life-or-death struggle. Now we have only just gotten past the break-even point; it's far from time to celebrate. Standing at the threshold of a new decade, moving from following to leading requires us to stop seeing ourselves as ‘a new force’ and to act as a sustainable, respected world-class car company.

In 2026, we must challenge the goal of annual sales of one million vehicles. Therefore, we must accelerate and strengthen the following capabilities:

First, continuous technological innovation. Full-domain self-development is the root of our ability to keep innovating. Moving from following to leading, we must dare to invent, dare to innovate. Keep technical passion and a sense of awe, and on the road to comfort, intelligence, and affordability, rework every detail of each vehicle.

Second, take quality to the extreme. Affordable but good— “good” is the premise. Every Leapmotor series and every product must set the quality benchmark in its class. Next year, the A and D series will launch new products; deliver on time and with quality, giving users peace of mind and gaining market recognition.

Third, accelerate overseas market expansion. In the coming years, Leapmotor’s global footprint will expand rapidly. From “going global to sell cars” to “going global to make cars,” we must truly serve global users and deeply integrate into local industries. We need stronger adaptability, to cultivate our brand reputation with care, and to fully enlarge our technical and product advantages.

Fourth, the organization must remain highly efficient and agile. Next year’s market competition will be even more brutal. We must always be consumer-oriented, and continuously improve efficiency in product definition, R&D, manufacturing, marketing, retail, and service, with heightened cost consciousness, not wasting a single cent.

Finally, I want to say: we must beware of “victory,” remain humble and vigilant. The ten-year achievement is worth celebrating, but we are still far from being a world-class car company. Entrepreneurial mindset is not a slogan but a daily sense of crisis. Always remember the values of “user-centered, integrity, responsibility, efficiency, innovation.” Benchmark against the best, work hard, and set forth again with maximum passion.

Thank you again to every Leapmotor team member for your hard work.
Let’s lead upward together in the next decade!

Zhu Jiangming
December 24, 2025

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