Leapmotor Executive: Spec Overload Fuels Homogenization; Focus Should Shift to Real User Needs

On May 29, at the Future Mobility Pioneers Conference, Xu Jun, Senior Vice President and Chief Operating Officer of Zhejiang Leapmotor Technology Co., Ltd., pointed out that the current automotive industry’s excessive focus on stacking specifications has led to product homogenization and delivered limited improvements in actual user experience. For instance, continuously increasing vehicle range addresses a low-probability need in most real-world usage scenarios. Xu emphasized that specifications are merely foundational elements; the key to competition lies in genuinely meeting user needs and creating value. He argued that the industry must redefine its criteria for success. According to Xu, user needs can be categorized into three types: undiscovered needs, clearly articulated but unmet needs, and excessive demands. Companies should guide users in uncovering latent needs, effectively fulfill explicit needs, and avoid redundant investments in excessive demands. He also noted that the market currently exhibits over-saturation similar to the smartphone industry, where “50% of features go unused.” What consumers truly need, he said, is a “better, faster, more reliable, and more affordable” mobility solution—offering higher quality, better pricing, and just-right feature configurations. Xu stressed that while avoiding price wars makes it difficult to gain market recognition, companies must achieve cost reductions through continuous innovation to meet consumer demands while ensuring their own profitability and sustainable production capabilities.