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Sales for Jaguar have been on a downward trend for a while and the brand endured a 97-percent decline in European volume (year-over-year) in April. That’s according to data from the European Automobile Manufacturers’ Association, which also reported that total Jaguar sales have declined 77.8 percent year to date compared to 2024. However, everything is allegedly going according to plan because the company has purposefully decided not stop producing cars last year.
美洲虎的销售已经处于下降趋势已有一段时间了，该品牌在4月份的欧洲销量（同比同比）下降了97％。这是根据欧洲汽车制造商协会的数据，该数据还报告说，与2024年相比，捷豹的总销售额下降了77.8％。但是，据称一切都按计划进行，因为该公司已故意决定不停止去年停止生产汽车。
Why would an automaker stop building its core product? Well, Jaguar allegedly believes that it’s going to emerge like a phoenix from the ashes as an all-electric brand. It’s even been slinging data suggesting that it has seen an increase in traffic to its website and that a meaningful portion of consumers still see it as a brand worth paying more for, especially among high-income households.
为什么汽车制造商会停止建造其核心产品？好吧，据称捷豹认为，它将像灰烬一样像灰烬一样出现，作为全电动品牌。它甚至一直在示意数据，表明它的网站流量增加了，并且有意义的消费者仍然认为它是一个值得支付的品牌，尤其是在高收入家庭中。
But this honestly feels like industrial coping to help keep investors happy until everything implodes. Jaguar has jumped on all of the latest trends and now seems to be paying the price.
但是，老实说，这感觉就像是工业应对，以帮助使投资者感到高兴，直到一切崩溃为止。捷豹（Jaguar）跃升了所有最新趋势，现在似乎正在付出代价。
The Jaguar I-Pace (above) was supposed to be the tip of the spear for its planned EV offensive. But the car has taken criticism for lackluster reliability and odd charging issues. While these are supposed to have been dealt with (minus the slow charging), the vehicle did not become more desirable. Sales were relatively poor and the model has one of the steepest deprecation curves on the entire market. It's been discontinued, along with almost everything else the company used to build (other than the F-Pace).
Jaguar I-Pace（上图）应该是长矛的尖端，因为其计划的EV攻势。但是，这辆车因低迷的可靠性和奇怪的充电问题而受到批评。虽然应该处理这些（减去慢速充电），但车辆并没有变得更加理想。销售相对较差，并且该模型是整个市场上最陡峭的折旧曲线之一。它已经停产，以及公司过去几乎所有构建的所有东西（F-Pace除外）。
Then there’s Jaguar’s shift in marketing. Despite being a historically British nameplate with an extensive automotive heritage many companies lack, Jaguar’s advertising efforts don’t leverage any of that. Instead, we’ve been seeing marketing campaigns that typically stem from businesses that don’t have a physical product to sell.
然后是捷豹的营销转变。尽管历史上是一部英国铭牌，而且许多公司都缺乏汽车遗产，但Jaguar的广告工作并没有利用任何这些。取而代之的是，我们一直在看到营销活动通常源于没有物理产品可出售的业务。
Its “Copy Nothing” advertisement features oddly dressed people walking out onto a pink planet, followed by a series of images that look like they were hastily tossed together for New York Fashion Week. No cars are featured and you wouldn’t even be able to tell it was an ad for Jaguar if it didn’t tell you at the very end. While Jaguar suggested that the spot was designed to appeal to a younger, more diverse, global audience — that it now claims to be targeting — it just feels like the company doesn’t have anything up its sleeve.
它的“无拷贝”广告的特点是穿着奇怪的穿着的人走到粉红色的星球上，然后是一系列图像，看起来像是匆匆扔到纽约时装周一起扔了在一起。没有汽车的特色，您甚至无法说出Jaguar的广告，如果它最后没有告诉您。尽管Jaguar建议该地点旨在吸引年轻，更多样化的全球观众（现在声称是目标），但感觉就像该公司没有任何袖手旁观。
You could use that ad for literally anything and it wouldn’t make a bit of difference. It says nothing about Jaguar or where it’s going and has been attributed by many as the reason the brand is now struggling. The Daily Mail even went as far to say that Jaguar had gone “woke.” But outside of the intentionally androgynous and multi-racial casting taking place in its latest ad campaign, it’s hard to cite any examples.
您可以将该广告实际上使用，这不会有所不同。它没有说明捷豹或要去的地方，并且被许多人归因于该品牌现在挣扎的原因。《每日邮报》甚至说，捷豹已经“醒了”。但是，在其最新的广告活动中进行有意的雌雄同体和多种族铸造之外，很难引用任何例子。
If anything, it just seems like Jaguar doesn’t have much to offer. The Jaguar Type 00 concept (below) that’s supposed to become its next flagship looks like it was hastily designed by a novice art student and winding down production of its existing models in anticipation of electric vehicles that don’t even exist yet just seems kind of stupid. Your author has doubts that it'll ever reach production.
如果有的话，似乎Jaguar没有太多可提供的东西。捷豹00型概念（下图）应该成为下一个旗舰店，就像是由新手艺术系学生匆忙设计的，并结束了现有车型的生产，以期预期的是不存在的电动汽车，但似乎有点愚蠢。您的作者是否怀疑它是否会产生生产。
The lesson here is that chasing trends isn’t always prudent. Jaguar’s leadership seems to want to turn the company into a fashionable and modern brand. But it’s a car company that has spent most of the last 100 years building luxury and performance vehicles, not a business that sells perfumes and clothing.
这里的教训是，追逐趋势并不总是谨慎的。捷豹的领导似乎希望将公司变成一个时尚而现代的品牌。但这是一家汽车公司，过去100年中的大部分时间都在建造豪华和性能车辆，而不是出售香水和服装的企业。
I think the entire industry is starting to learn that attempting to pivot every brand into becoming an uber-hip tech company probably wasn’t the best idea. Tesla’s success clearly surprised legacy manufacturers and copying the EV brand has been a poor strategy for most. It worked for Tesla because it was a novel idea appealing to a niche market of early adopters. But most people arguably want legacy automakers to continue doing what they’ve always done.
我认为整个行业都开始了解到，试图将每个品牌旋转成为一家Uber-Hip Tech公司可能不是最好的主意。特斯拉的成功显然使传统制造商感到惊讶，并复制EV品牌对大多数人来说都是糟糕的策略。它在特斯拉工作，因为它是一个新颖的想法，吸引了早期采用者的利基市场。但是大多数人可以说，传统汽车制造商继续做他们一直做的事情。
Dozens of businesses cannot copy something their rival did ten years ago and then expect the entire world to be dazzled by it.
数十家企业不能复制十年前的竞争对手所做的事情，然后期望整个世界都被它眼花azz乱。
Even Tesla has seen a decline in sales of late, perhaps indicating market saturation. Meanwhile, the EV brand has taken criticisms for lackluster customer service and using software to effectively undermine the concept of private ownership. That’s simply not going to work for a majority of consumers and following that path may prove to be financially disastrous.
甚至特斯拉最近的销售额下降，也许表明市场饱和。同时，电动汽车品牌（EV Brand）因低迷的客户服务而受到批评，并使用软件有效破坏了私有制的概念。这根本不会为大多数消费者工作，遵循这一道路可能被证明是灾难性的。
However, it’s hard to know exactly who is to blame. Jaguar Land Rover Automotive PLC has been owned by India’s Tata Motors since 2008 and spent the last several years running through CEOs. Meanwhile, the company is concerned about the United Kingdom’s 2030 target to stop selling vehicles wholly reliant on internal combustion while the European Union has its target set for 2035.
但是，很难确切地知道谁应该归咎于谁。Jaguar Land Rover Automotive PLC自2008年以来一直由印度的Tata Motors拥有，并在过去的几年中一直在CEO中持续使用。同时，该公司担心英国的2030年目标，即停止销售车辆完全依赖内燃机，而欧盟的目标是2035年。
Regulations have undoubtedly played a major factor in sending automakers scrambling to revise their product lineups and the smaller brands are undoubtedly suffering the worst from this. Despite being a well known brand, Jaguar is nowhere near the size of a Mercedes-Benz or BMW. It presumably had to stop production of combustion vehicles (to some degree) and pivot development exclusively toward EVs in order to navigate forthcoming regulatory changes. There's a sense that the brand has been set up to fail, either by regulators or its own parent company.
毫无疑问，法规在派遣汽车制造商争先恐后地修改其产品阵容方面起着主要因素，而较小的品牌无疑会遭受最糟糕的情况。尽管是一个著名的品牌，但Jaguar远远不如梅赛德斯 - 奔驰或宝马的大小。大概必须在某种程度上停止生产燃烧车辆的生产，并仅仅涉及开发EV，才能导航即将进行的监管变化。从某种意义上说，该品牌已被监管机构或其自己的母公司失败。
That’s genuinely kind of a sad thought and may indicate that the gregarious advertisements and goofy concepts Jaguar has been putting out are actually a sign of desperation. Sure, we can say that the sales decline is part of a planned reboot while the automaker finishes development on fresh EVs. But that doesn’t change the fact that its dealer lots are barren and that the company isn’t garnering any sales. As much as the business world would like to totally abstract what commercial success means these days, there’s a limit to what the public is willing to believe.
这确实是一种悲伤的想法，可能表明Jaguar所推出的团体广告和愚蠢的概念实际上是绝望的标志。当然，我们可以说，销售下降是计划中的重新启动的一部分，而汽车制造商在新鲜电动汽车上完成了开发。但这并没有改变其经销商批次贫瘠的事实，并且该公司没有获得任何销售。尽管商业界希望完全抽象到这些天的商业成功意味着什么，但公众愿意相信的是限制。
