Chinese electric vehicle maker Leapmotor has set a sales target of 1.05 million vehicles for 2026, according to an internal memo circulated this week by its chief operating officer, as the company sharpens its focus on profitability, brand reputation and organisational stability.
In the memo dated February 5, Xu Jun outlined a three-pronged strategy aimed at supporting the ambitious goal, beginning with tighter, efficiency-driven operations. Xu said the company would prioritise closer alignment between production and sales, inventory reduction and margin improvement to underpin sustainable growth.
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He compared the approach to “switching a light to eye-protection mode,” saying the company must “shed inventory weight and fatten profit margins,” signalling a shift away from volume-first expansion toward more disciplined execution.
A second pillar focuses on long-term brand and technology development. Xu said Leapmotor views user reputation as an asset that compounds over time, likening it to pickles that improve with age. The automaker plans to reinforce service quality and integrity while continuing to invest in product and technology innovation to reduce reliance on reactive competition.
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“The goal is to become an anchor in the storm,” Xu wrote, describing an effort to build certainty in an increasingly volatile market by defining its own development path rather than following rivals.
The third priority centres on organisational culture and employee support. Xu urged teams to maintain morale and cohesion, encouraging staff to take leave when needed and speak up when treated unfairly. He described a “family” culture as essential to sustaining both high-intensity execution and long-term campaigns.
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Leapmotor’s sales push comes as China’s EV market faces intensifying competition and pricing pressure, forcing manufacturers to balance growth ambitions with profitability and brand resilience.
Xu concluded the memo with a statement underscoring the company’s long-term outlook: “Leapmotor isn’t rushing down the road; it’s building the road.”
Source: Gasgoo