Tim was out there, catching up with Damien Dally, Managing Director of Leapmotor International UK, was too good an opportunity to miss.
Tim Barnes-Clay: Damien, we're here near Malaga testing the B03X. Where does it fit into Leapmotor's growing line-up?
Damien Dally: The B03X is the fifth model in our six-car line-up. We started with the T03 and C10, giving us the smallest and largest cars, then introduced the B10, the B05 and now the B03X. It's aimed at the B-SUV crossover market, which is a very significant segment in the UK. It will launch here in mid-November.
Tim Barnes-Clay: Leapmotor is still a new name to many British motorists. Why should buyers take notice?
Damien Dally: Leapmotor is a relatively young brand, but we're not entering the UK market alone. Stellantis acquired a 21% stake in Leapmotor in China in 2023, and the two companies subsequently created Leapmotor International. Stellantis owns 51% of that business, with Leapmotor owning the remaining 49%. That gives us something many new brands don't have: scale, infrastructure and an established dealer network.
There are so many new automotive brands coming to the UK - it's about 70 now, so people want reassurance. Moving from petrol or diesel to electric is already a significant decision. Choosing an unfamiliar brand can add another layer of uncertainty. Our relationship with Stellantis gives customers confidence that we're here for the long term.
Tim Barnes-Clay: Do you think there will actually be room for all these new brands?
Damien Dally: Probably not. I don't think every new brand entering the UK will make it. But Leapmotor has a very different proposition because of the backing of one of the world's largest carmakers. We're not building everything from scratch. We already have dealers, systems, and infrastructure in place. That allows us to move much faster.
Tim Barnes-Clay: You've positioned the B03X as quite a lifestyle-oriented car. Who do you see buying it?
Damien Dally: It's very versatile. You get the practicality of a B-SUV, plus features that appeal to people with active lifestyles. The rear seats can be raised, and the design accommodates roof bars. If you're into mountain biking or surfing, for example, it makes a lot of sense. There's even a washable storage area beneath the boot floor for wet or muddy items.
Tim Barnes-Clay: One thing that stands out is your decision to offer a single, high specification in Britain.
Damien Dally: That's fundamental to our strategy. In the UK, each Leapmotor model has one specification, which is super high. We want customers to know exactly what they're getting.
There's a frustration in the industry where a car is advertised at an attractive price, but once you start adding the equipment you actually want, the price rises significantly. We're taking the opposite approach. Heated front seats and steering wheel, a surround-view camera system for parking, an electric driver's seat, wireless phone charging, Apple CarPlay, Android Auto, automatic LED headlights, and a 14.6-inch infotainment screen are all standard. We believe customers want simplicity.
Tim Barnes-Clay: You're also competing heavily on price. Where will the B03X sit?
Damien Dally: The provisional price is around £28,500. We've also introduced our own £1,500 Leap-Grant, which would bring the price for retail customers down to around £27,000.
Tim Barnes-Clay: I've driven it, and the interior certainly feels more expensive than that. It has a surprisingly premium feel.
Damien Dally: Thank you - that's exactly what we're aiming for. Our positioning is accessible technology. Around 65% of our business is currently retail, compared with roughly 25% for many other battery-electric brands. That means we're selling to people spending their own money, rather than relying heavily on fleet customers. They want technology and equipment, but they also want value.
Tim Barnes-Clay: And that's where I think the B03X, with an official electric range of 237 miles, gets particularly interesting. Could you see it working as a car for someone living and working around, say, Canary Wharf in London?
Damien Dally: It could be someone’s ideal car to get them across London. Equally, the B03X could be a useful second or third car in the family. People's attitudes towards car brands are changing. If you have several cars in a household, they don't all have to be premium. The important thing is that we've got a strong proposition that offers great value for money.