At the 10th - anniversary celebration of Leapmotor, founder Zhu Jiangming revealed that his choice to dive into entrepreneurship once more as a financially - secure engineer was driven by his genuine passion. He recalled that a decade ago, the domestic automotive landscape was largely dominated by foreign automakers. This situation, however, presented a golden opportunity for new - energy vehicles to make a significant competitive leap. Zhu Jiangming expressed his aspiration for Leapmotor: he hopes the brand can empower consumers to acquire better cars at more reasonable prices. Essentially, he aims to apply the business - to - business (ToB) logic to the business - to - consumer (ToC) market. By conducting in - house research and manufacturing, Leapmotor manages to optimize vehicle costs. The company adheres to a cost - based pricing strategy, ultimately passing on the benefits to consumers. He also emphasized that when buying a Leapmotor car, customers won't have to pay what he playfully termed an "IQ tax." In other words, the differences among Leapmotor's products lie solely in their configuration levels, ensuring transparency and value for money.