Gasgoo Munich-On June 25, the Leapmotor D99 officially launched with pricing ranging from 249,800 to 319,800 yuan. It marks the company's first MPV and the second model built on its D platform. Originally slated for pre-sale, the vehicle proceeded directly to an official launch. Leapmotor's reasoning was simple: "It's mature, so we're ready."
Image Source: Leapmotor
Defining the D99's positioning, Leapmotor founder, chairman, and CEO Zhu Jiangming told reporters at a group interview following the launch: "I hope the D99 can become the Alphard of electric vehicles."
In the MPV segment, the Toyota Alphard is an unavoidable benchmark—it defined the standard for a high-end MPV. "We match the Alphard on every comfort metric, and then we add to it," Zhu said, laying out his logic clearly and directly.
What is being added? Seat massage, zero-gravity mode, face-to-face seating, a fishing mode, and cargo space for 10 suitcases—features the Alphard lacks. "Our strategy is purely additive. We must meet the Alphard's comfort standards, then layer on features that serve specific scenarios even better," Zhu explained.
That sounds simple enough, but it reflects over three years of observation and consideration of the MPV market. When a brand decides to build its first MPV, the core question isn't "how," but "for whom." The D99's answer is clear: for families and business users who need a vehicle that can genuinely seat seven and carry ten suitcases, offering a chance to enjoy a "million-yuan experience without spending a million."
The D19 Spearheaded the Move Upmarket
To understand the confidence behind the D99, look first at the D19's track record.
Launched in April, the D19 is the most expensive model in Leapmotor's history, with an average price of 250,000 yuan. Zhu revealed a key figure during the interview: the D19 garnered over 10,000 orders in its first month—making it the company's best-selling model for a single month aside from the A10. Crucially, almost no buyers chose the base trim.
The implication is clear. For the past decade, Leapmotor's sales were concentrated in the 100,000 to 200,000 yuan range, with "quality at an affordable price" as its core label. When the D19 pushed the price point above 250,000 yuan, the industry questioned whether Leapmotor's brand power would hold. Yet the first-month orders proved that over 10,000 consumers are willing to spend that amount—or more—on a Leapmotor.
Cao Li, Leapmotor's senior vice president, detailed the D19 buyer profile: owners are mostly aged 35 to 40, working as mid-to-senior corporate managers, business owners, or civil servants. Over 60% hold a bachelor's degree or higher, and more than 80% are trading up from another vehicle. These are mature consumers who have owned good cars and know what they are looking for. "The D19 currently has the highest usage rate of our intelligent features, which shows strong recognition of our smart tech."
"Product is brand." In Zhu's view, a standalone brand image doesn't exist; the product defines the brand. "Chinese consumers are undergoing a shift in mindset—they're no longer blindly paying for brand premiums, but are willing to pay for tangible configuration and functional experience," he said. "Forty years of reform and opening-up didn't just raise purchasing power; it raised discernment. Today's young people are different: highly educated and capable of judging for themselves."
That judgment has been validated by the D19. In the 250,000 to 300,000 yuan price band, Leapmotor proved it can hold its ground with a full-size flagship SUV. "The effort to move the brand upmarket with the D19 has succeeded, and users have recognized that," Zhu admitted.
With the D19's breakthrough, the D99 enters the market with solid backing.
Leapmotor founder, chairman, and CEO Zhu Jiangming; Image Source: Leapmotor
Zhu emphasized repeatedly during the interview: "The D19's success gives us confidence that users accept Leapmotor in the 250,000 to 300,000 yuan range." That confidence is reflected in the D99's pricing strategy—starting at 249,800 yuan, the base model comes standard with dual-motor all-wheel drive, CDC dampers, second-row zero-gravity seats, a 17.3-inch central screen, a 23-speaker audio system, and door-to-door driver assistance. "Among our competitors, the D99's entry-level trim would already be considered a high-spec version."
The D99 Aims to Be an "Electric Alphard"
Building on the D19's validation, the D99's positioning logic is clear: deliver an experience that rivals million-yuan MPVs at a 300,000-yuan price point.
The spec sheet confirms the D99 is moving in that direction. Standard features across the lineup include all-wheel drive, dual-chamber air suspension (except on the base model), Michelin tires, Bosch Huayu steering, and Adient rear seats. On the intelligence front, it debuts with dual Qualcomm 8797 chips offering 1,280 TOPS of total computing power, utilizing a VLA large model to enable door-to-door navigation in all scenarios.
In terms of power and range, the D99 claims two "segment-firsts": the range-extended version carries an 80.3 kWh battery with a CLTC pure-electric range of 480 km, making it the longest-range EREV MPV currently available. The pure electric version packs a 115 kWh battery for a 700 km CLTC range, built on a 1,000V high-voltage architecture.
Yet the D99's greatest effort isn't in specs that can be quantified, but in details you only feel by sitting inside. For instance, the second-row seats support a 45-degree welcome rotation, 90-degree sightseeing rotation, and a 180-degree face-to-face meeting mode, while the third row can fold 90 degrees to create "landscape seating." The vehicle supports over 11 seat layout modes and five bed modes, with the second and third rows combining to form a nearly 2.5-meter flat bed.
Image Source: Leapmotor
These features might sound like flashy tech, but each addresses a real-world scenario. The 45-degree welcome rotation makes boarding easier for the elderly and children—combined with air suspension that lowers the body, the entry step drops to just 372 mm. Extended armrests, welcome lights, and electric sliding door controls all serve one goal: lowering the barrier to using an MPV. The 90-degree sightseeing rotation offers an expansive view on family trips, while the 180-degree mode facilitates mobile meetings or family gatherings. The third-row "landscape seating" reveals a sharper insight: Leapmotor's engineers noticed users often treat their MPVs as mobile viewing platforms outdoors. Instead of requiring them to bring folding chairs, the third row becomes the seat itself.
Zhu Jiangming spent a month driving the D99 himself, including a full trip from Hangzhou to Qiandao Lake. His conclusion? "This 5.28-meter vehicle doesn't feel like a big car to drive, and the ride experience fully meets the mark. My driver also drove it, and I spent a month as a passenger—the ride met my expectations." This kind of long-term testing by a senior executive is, in some ways, more convincing than any spec sheet.
Leapmotor Senior Vice President Cao Li; Image Source: Leapmotor
When asked about NIO's William Li saying "SUVs can replace MPVs," Cao Li was direct: "That's going to be tough. In large SUVs, the third row is rarely used for passengers; we drive ours as a four- or five-seater. But an MPV is different. The D99's third row is genuinely comfortable, and the seat flexibility and comfort are spot-on." In other words, the core value of an MPV isn't just size—it's usability. For families that need to carry people often, there's a world of difference between an SUV whose third row is for emergencies and an MPV where passengers can sit comfortably for two hours.
Cost-Based Pricing, No Paying for Brand Premiums
The D99's pricing strategy extends Leapmotor's consistent logic of "cost-based pricing."
Zhu made it clear during the interview: "Leapmotor's definition of luxury isn't a high premium. If you buy our product, you won't regret it, and you won't feel you bought the wrong thing or paid too much." He admitted the D99 carries a higher profit margin than the A10, "but that doesn't mean high-end models come with high premiums."
This logic works because of full-stack in-house R&D—self-developed and self-manufactured components account for 65% of the bill of materials. Assuming an average 15% gross margin for suppliers, Leapmotor's total vehicle cost is about 10% lower than an outsourcing model. This has been the company's capability-building path from day one, and it's the fundamental reason it can pack "expensive-looking" features into a price that feels "cheap."
But a deeper shift lies in consumer perception. In China's 2026 auto market, the disenchantment with brands is accelerating—consumers no longer believe "expensive means good." Instead, they increasingly rely on their own experience and standards to judge a car's value. This return to rational consumption is essentially the result of information equality. When users can access vast product information online and compare specs with real-world reviews, the "halo premium" of a brand gets diluted significantly. For a company like Leapmotor, whose core philosophy is "quality without the high price," this is a structural advantage. There's no longer a need for an extra bridge of "brand recognition" between its product logic and the consumer's evolving mindset.
When asked if rising raw material costs would affect pricing, Zhu said Leapmotor is working through challenges with suppliers and has "no plans to adjust prices in the short term," though he didn't rule out price hikes "if material costs continue to rise." He also pointed to positive factors: "Lithium carbonate hasn't spiked to 200,000 yuan; it's relatively stable. The fighting between the U.S. and Iran has stopped, oil prices have come down, and copper and aluminum prices have dipped a bit." These comments reflect Leapmotor's consistent approach to cost management: facing reality pragmatically while keeping a keen eye on market shifts.
Tech First, "Different Products" Coming Next Year
Another signal worth watching is Leapmotor's upcoming technology roadmap.
Zhu revealed that Leapmotor will hold a technology day in the third quarter to unveil a slew of innovations. "These technologies are certainly preparation for even more innovative products down the line. Next year, Leapmotor will definitely launch products that will turn heads—products that are different from the rest and different from our current model."
He also previewed plans for a second brand: "Next year, you'll see some variations in our products, and we'll be launching a second brand."
Image Source: Leapmotor
On intelligent driving, Zhu admitted that Leapmotor previously "invested little and mostly followed others," but he stated: "In the next two to three months, Leapmotor's smart driving will definitely surprise people. Especially on our technology day, I believe people will have a whole new perspective after experiencing it."
This statement suggests Leapmotor is preparing for a significant leap in intelligent driving. From being the first to mass-produce the Qualcomm 8797 to deploying on-device large models, the company has been catching up quickly on hardware. But regarding user perception of software experience, the team clearly sees room for improvement. The technology day could be the moment these accumulated advancements are unleashed.
Product strength aside, the competitive landscape facing the D99 is far from easy.
The total MPV market is limited, with annual sales around 1 million units. The high-end segment is already crowded with strong players like the Denza D9, XPENG X9, Zeekr 009, and Buick GL8. The Denza D9, in particular, has stabilized monthly sales between 8,000 and 10,000 units, building strong brand momentum and user reputation. As a latecomer, the D99 needs to find its own rhythm beyond just product specs.
Zhu has a clear-eyed view of this: "MPV demand is relatively slower to heat up compared to the D19." Yet he set a specific target for the D99: "We hope it can reach the average sales volume of the current top-tier MPVs in the industry. That is our baseline."
That's a pragmatic statement—stand firm first, then aim to lead. For a brand entering the MPV category for the first time, "reaching the average of the top players" is already a challenging enough goal.
