Leapmotor D19 enters the crowded full-size SUV market – can its “high-spec, affordable” approach challenge the luxury segment?

This year's battle for supremacy in the new energy vehicle market has intensified considerably. Following the successive launches of the Galaxy M9, DEEPAL S09 and ONVO L90, Leapmotor has now formally entered the fray with its full-size flagship SUV, the D19.

On 16th October, the Leapmotor D19 will make its global debut with a pre-sale price range set between US$35,710 and US$42,860. Positioned as a ‘full-size luxury flagship’, the new model will simultaneously unveil a brand-new flagship technology platform, signalling a well-prepared entry.

Outclassing rivals in size and packed with features: the D19's hardware credentials

Based on available information, the D19 continues Leapmotor's signature strategy of ‘high-spec, affordable pricing’.

With an overall length exceeding 5.2 metres and a wheelbase surpassing 3 metres, its dimensions slightly outclass the Galaxy M9. Offering six- or seven-seat configurations, electric sliding second-row seats, one-touch folding third-row seats, plus new-energy-era staples like a ‘refrigerator, TV and large sofa’, the D19 leaves little to be desired in terms of space and comfort.

Exterior styling adheres to the brand's signature language: a closed-off front fascia, full-width LED daytime running lights, and concealed door handles create a clean yet commanding presence. Large alloy wheels with silver trim further enhance its luxurious appeal.

Crucially, the D19's roof houses a lidar sensor, signalling advanced autonomous driving capabilities. Power options are expected to include both pure electric and extended-range variants, with the latter launching first. Accelerating from zero to 100 km/h in approximately 6 seconds and offering optional all-wheel drive, its performance is equally formidable.

‘In-house technology development’ is Leapmotor's trump card, yet it remains a double-edged sword.

Leapmotor has long been renowned for its ‘full-stack in-house development,’ controlling nearly every aspect from chips and electric powertrains to intelligent driving systems and cabin technology. The primary advantage of this model is cost control. Just as the C16 gained popularity as a ‘six-seat SUV under $30,000,’ the D19 is likely to follow this strategy, positioning ‘ample space + high specifications’ at the $35,000 tier.

However, in-house development also entails significant pressure for technological iteration and limited user recognition. Particularly in the field of intelligent driving, while Leapmotor is present, its brand presence in the ‘intelligent driving label’ remains insufficient compared to first-tier players like Huawei and Xpeng. Whether the Snapdragon Ultimate Edition platform powering the D19 can deliver a transformative user experience will be a key point of interest.

The market isn't short of large vehicles; what it lacks are ‘truly compelling large vehicles’.

This year could be dubbed the ‘inaugural year of full-size electric SUVs’. The Galaxy M9 has surpassed 40,000 confirmed orders, the LeDao L90 targets the family market, and the Deep Blue S09 sports an aggressive design... All are vying for the ‘multi-child families + quality travel’ dividend.

The D19 isn't the earliest entrant, but its timing isn't poor. Consumer demand for ‘large vehicles’ is shifting from mere “possession” to ‘superiority’ – requiring not just spaciousness, but also high specifications, excellent experience, and reasonable pricing.

Leapmotor's strength lies precisely in its understanding of how to win hearts through value for money. In an era where ‘refrigerators and televisions’ are standard features, whether the D19 can differentiate itself through refined details, intelligent interaction, and energy efficiency will determine its rise from “contender” to ‘top choice’.

Final Thoughts:

The D19's challenge lies not in its product, but in brand perception and market timing.

From a product standpoint, the D19 achieves near-all-round excellence—size, specifications, and pricing present no obvious weaknesses.

Yet its greater challenges likely lie externally: firstly, in the premium segment, the ‘Leapmotor’ brand has yet to cultivate the emotional resonance enjoyed by rivals like ‘Li Auto’ or “NIO”. Secondly, the competitive landscape sees the Galaxy M9 already holding the initiative, with the ONVO L90 lying in wait. The D19 must therefore speak through ‘genuine user experience’.

As the new energy vehicle price war reaches this stage, we finally witness: high-spec models no longer command premium prices, and ordinary buyers need not pay extra to acquire a vehicle. This marks an era of progress and presents an opportunity for ‘technologically pragmatic’ players like Leapmotor.

Whether the D19 can emerge as this year's dark horse remains to be seen. Yet one thing is certain: this battle of the large vehicles has only just begun.