Leapmotor has killed off a controversial feature and has no intention to spawn multiple sub-brands, unlike other Chinese rivals.
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Leapmotor is intent on learning from the experiences of other Chinese brands, saying its controversial key card is “dead” and that it won’t be creating multiple confusing sub-brands – unlike other marques.
Leapmotor International’s global head of brand strategy, product and marketing, Francesco Giacalone, said the brand has listened to feedback and introduced an alternative to the plastic credit-card-like key used to unlock its cars.
“You will be surprised, or maybe not, knowing that all cars… arrive with a key,” Giacalone said. “The key card is dead for all overseas markets.”
The Leapmotor B05, an electric Volkswagen Golf-sized hatchback confirmed to arrive in Australia later this year, will arrive with a physical key.
Meanwhile, the C10 and B10 SUVs already introduced to Australia are also expected to gain a physical key by “model year change”.
Owners of Leapmotor vehicles will still receive a key card, but it will be in addition to the physical key, giving customers the option of having the plastic card as a backup.
Giacalone also ruled out any possibility of Leapmotor developing multiple international sub brands.
“[Brands such as Chery] are going internationally, but with one brand in one region, another brand in another region, not consistently like what Leapmotor is doing,” Giacalone said.
“... What we do overseas is we try to build a brand, to give Leapmotor a value in an old-fashioned way that ultimately will bring awareness.”
Chery has multiple sub-brands in Australia, namely Omoda, Jaecoo, and Lepas, with more to come.
Sub-brands are not a new strategy from car makers; established brands such as Skoda, Cupra, and Audi are all marques under the Volkswagen Group, for example.
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Max is the News Publishing Coordinator for Drive. He enjoys creating engaging digital content, including videos, podcasts, interactive maps, and graphs. Prior to Drive, he studied at Monash University and gained experience working for various publications. He grew up playing Burnout 3: Takedown on the PS2 and was disappointed when real life car races didn’t have the same physics.
