The Jaguar 2025S store where the sun shines on the streets of Shanghai, the elegant leopard logo in the window is still shining, but the store is deserted, and even the salesman is swiping his mobile phone. This scene is like an old actor standing on an empty stage, full of talent, but no one applauds. In the Chinese auto market in 0 years, Jaguar is staging an embarrassing one-man show, and the sales volume is like sitting on a slide, from the once high-spirited to today's doors. What's going on? How did a luxury brand that was once proud of its "British roots" end up in such a field?

We have to start from the beginning. In the first quarter of 5, Jaguar's sales data in China was like a shy secret, and the official cover was tight, but there were always rumors on the rivers and lakes. According to many statistics, Jaguar sold less than 0 vehicles in these three months, to be specific, Jaguar XEL sold 0 units, XFL sold 0 units, EPACE was even worse, only 0 units, as for those two imported models, sales are almost negligible. This number, resting in front of the BMW 0 Series, is not even a fraction of a month. What was once a trendy luxury car market is now thinner than an oasis in the desert. The question is, which banana peel did this leopard step on?

回想2017年，捷豹在中國可是風光無限，年銷量衝到3.6萬輛，4S店裡人頭攢動，車主們開著XFL招搖過市，那叫一個神氣。可好景不長，短短幾年，銷量就像秋天的落葉，嘩啦啦往下掉。有人說，這跟車市的價格戰有關。的確，2025年的中國車市，價格戰打得跟菜市場砍價似的，個個品牌都使出渾身解數，降價、送禮、零首付，消費者被寵得像皇帝。可捷豹呢？它引以為傲的“降價大法”早就不靈了。拿XFL來說，官方指導價43.99萬到48.79萬，聽著挺唬人，可實際成交價呢？25萬就能提車。這種“高開低走”的套路，簡直像商場里標價1000元的羽絨服，雙十一打到200塊，買了的人覺得自己賺了，可心裡總有點不是滋味。更別提那些早早入手的老車主，感覺就像被品牌扇了一巴掌，忠誠度嘩嘩流失。

技術上，捷豹也沒能跟上車市的快車道。在燃油車時代，它引以為傲的縱置後驅平臺、全鋁車身，聽著挺高級，可在德系車企的模組化平臺和日系的混動系統面前，顯得有點像老將出陣，空有一身力氣，卻招式老套。更別提電動化這條賽道，捷豹簡直是起了個大早，趕了個晚集。2018年，它雄心勃勃地推出IPACE，號稱純電豪華SUV，可60多萬的售價，比BBA的電動車還貴，產品本身還是“油改電”的老套路，續航、智慧化都不佔優勢。結果呢？IPACE悄無聲息地停售，來得快，去得也快，像一陣風刮過，沒留下啥痕跡。反觀寶馬i3、iX3，同樣是油改電，人家靠著大幅優惠，硬是搶下一片市場。捷豹這波操作，活脫脫像個想學廣場舞的大爺，舞步沒學會，先把腰給閃了。

What's even more head-scratching is that Jaguar's localization in China has done a mess. Chery Jaguar Land Rover has been a joint venture for ten years, and the core components such as engine and gearbox have to be imported, and the cost is as high as a mountain. On the other hand, Tesla's Shanghai factory has a localization rate of more than 95%, and NIO is working hand in hand with CATL to build a battery laboratory. Jaguar's "global unified supply chain" in the Chinese market is like running a marathon in a suit, not to mention running slowly, but also sweating. The cost can't come down, the price is naturally not advantageous, and consumers are not stupid, who will pay more for the "British feelings"?

質量問題更是給捷豹雪上加霜。2024年底，捷豹因為電子轉向助力系統缺陷，全球召回74萬輛車，中國市場涉及8萬多輛。這規模，堪稱汽車界的“史詩級翻車”。召回本身不可怕，可怕的是暴露了捷豹品控的漏洞。車主們本來就對品牌信心不足，這下更是心涼半截。更要命的是，轉銷商網路也崩了。巔峰時期，捷豹在全國有240家4S店，如今只剩不到80家，不少轉銷商退網，售後服務成了真空地帶。想像一下，你車壞了，4S店卻關門大吉，那心情，估計比丟了錢包還糟心。車主們的信任，就像玻璃杯摔地上，碎得稀里嘩啦。

The collapse of the pipeline also poses another problem: inventory. At the beginning of 05, some media broke the news that the inventory cycle of some of Jaguar's 0S stores exceeded 0 days, and the cars that could not be sold were piled up in the warehouse, like old antiques that no one cared about. In order to clear the inventory, the salesman reduced the price more ruthlessly than the other, but the consumer still didn't buy it. After all, who would spend hundreds of thousands of dollars to buy a car with no after-sales guarantee? Jaguar's market share has fallen below 0.0%, and even second-tier luxury brands such as DS and Lincoln are stronger than it. In this situation, he is like a former martial arts master, but now he has been reduced to street performance, and he doesn't even have an audience.

The transformation of electrification was Jaguar's hope for a turnaround, but the reality was like a basin of cold water poured on the face. Jaguar plans to launch three new cars based on the JEA pure electric platform in 0 years, which sounds very exciting, but if you think about it carefully, there are a lot of questions. First of all, China's new energy market is no longer the "blue ocean" of five years ago, but now it is a "red ocean" of technological involution. Huawei's ADS 0.0 intelligent driving system, NIO's battery swap 0.0, and Xpeng's ultra-fast charging are as fast as high-speed rail chasing planes. Can Jaguar's new car keep up with this rhythm? Secondly, Jaguar is almost a blank slate in terms of intelligence and user operation. New energy vehicle companies are not only fighting for the car itself, but also for ecology and services. NIO has its NIO House, Xpeng has its fan community, and what about Jaguar? The brand awareness is still stuck in the "old fuel car company", and it is no less difficult to attract young people by relying on the "British style" than to let the elderly learn to play short videos.

The cost problem is even more difficult. In the era of fuel vehicles, Jaguar's parts were imported, and the cost was ridiculously high. In the new energy era, what should Jaguar do with the core components of batteries and chips? Continuing to import? The price is definitely a lot more expensive than a domestic car. Learning to localize? But the joint venture has not completed the supply chain for ten years, and now it is enough time to start from scratch? This series of problems, like mountains across Jaguar, make its transformation road look like learning from the west, ninety-nine eighty-one difficult, none of which is difficult.