Leapmotor, a young electric vehicle manufacturer founded in 2015, has a modest market share in China but great global ambitions.
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Strategy & Engagement
Leapmotor
strategically chose IAA Mobility 2023 in Munich — one of the world’s most influential automotive shows — as the ideal platform to announce its entry into the European market. The brand aimed to generate maximum media buzz and establish itself among leading Chinese NEV newcomers. By highlighting its innovation and strategic partnership with Stellantis, Leapmotor positioned itself as a serious contender in Europe’s evolving electric vehicle landscape.
Leapmotor hosted its media event directly at its exhibition booth, creating an immersive environment surrounded by its cutting-edge electric vehicles. This approach engaged journalists more effectively than a traditional press conference, enabling deeper connections through one-on-one interviews with Leapmotor’s Head of European Business. Comprehensive press materials and multi-language support ensured that media received a clear, compelling story, fueling widespread coverage and lasting interest.
Impact & Growth
The campaign delivered immediate media traction: 33 journalists attended the event, including 13 from top-tier German publications and 20 international media representatives. The on-site experience, enhanced by direct access to key executives, turned passive interest into active storytelling. Five German outlets conducted in-depth interviews, adding exclusive angles and thought leadership to the coverage mix.
Chinese EV brand Leapmotor charges into Europe with powerful impact.
Leapmotor
Within days, Leapmotor’s story was circulating across Germany’s most influential automotive and business media. Flagship publications such as Automobilwoche, ADAC Motorwelt, Autohaus, Edison Media, and bfp Fuhrpark featured Leapmotor’s European ambitions and product innovations. In total, 111 German media articles were published, complemented by wide-reaching international coverage in outlets like China Daily and other cross-border platforms.
Beyond the numbers, the campaign succeeded in transforming Leapmotor’s market presence from “unknown newcomer” to “emerging contender.” The activation positioned the brand as credible, competitive, and ready to challenge established players — all before a single vehicle was sold on European soil. The media momentum built a foundation for Leapmotor’s future rollout, boosting brand awareness, investor confidence, and B2B interest across Europe.
