捷豹推出新款电动车，此前曾因“政治正确”争议遭嘲讽两年前，捷豹在争议声中重新亮相，如今其首款全新电动车型终于问世。作者：西奥·莱格特两年前，捷豹在诸多争议中重新回归公众视野。当时发布的宣传广告被批“过于政治正确”，而那款采用“芭比粉”配色的概念车也遭到了大量嘲讽。
Jaguar launches new electric car after 'woke' ridicule Two years after JLR relaunched Jaguar into a blizzard of controversy, it has unveiled its new electric car. By Theo Leggett Two years ago, JLR relaunched Jaguar into a blizzard of controversy. Its bizarre teaser ad was described as "woke" and its "Barbie pink" concept car was ridiculed.
如今，该品牌的首款新车型首次公开亮相。这款名为Type 01的全电动轿车在纽约发布，标志着这一经典汽车品牌正迈向全新的发展方向。
Now, the first of its new models has appeared in public for the first time. The all-electric Type 01, unveiled in New York, represents a radical new direction for the classic brand.
这款车是一款气派的四门豪华轿车，车头盖修长，明显致敬了捷豹标志性的1960年代经典车型E-Type。
The car itself is an imposing four-door "Grand Tourer", with a long bonnet that deliberately harks back to Jaguar's emblematic 1960s E-Type.
不过，对于捷豹路虎而言，此举也是一次冒险之举——尽管面临文化争议可能带来的负面影响，该公司仍投入数十亿资金来重塑捷豹品牌。
But it marks a gamble for JLR, which has invested billions reinventing Jaguar, despite the risk of collateral damage from the culture wars.
Type 01搭载的电动机动力强劲，输出功率可达约1000马力，0至62英里/小时的加速时间仅需3.2秒。据捷豹路虎介绍，在“恒定高速行驶”状态下，该车的续航里程最高可达320英里。
The new model's electric motors are potent, producing about 1000 horsepower and allowing it to accelerate from 0-62mph in 3.2 seconds. JLR says it has a range, at "sustained highway speed", of up to 320 miles.
该公司称其为“有史以来技术最先进、动力最强劲且空气动力学性能最优的捷豹车型”。不过，这款车的售价也相当昂贵，起售价高达13万英镑。
The company describes it as the "most technically advanced, powerful and aerodynamic Jaguar ever engineered". However, it comes at a hefty price tag, with a minimum cost of £130,000.
通常情况下，这样一款新车的发布并不会引发太多媒体关注。但此次情况却大不相同，引发广泛热议，原因显而易见。“政治正确”引发的争议2024年，捷豹向公众公布了其全新品牌形象。首先发布的是一则风格怪异的广告，画面中模特们身着色彩鲜艳且造型奇特的服装。同时，捷豹也推出了新的品牌标志，但广告中并未出现任何汽车。
Under normal circumstances, the launch of a car like this might generate few headlines. But in this case the attention has been much greater, and for good reason. 'Woke' furore In 2024 Jaguar unveiled its new identity to the public. The first step was a surreal advert, showing models in a range of bizarre and brightly coloured outfits. There was a new Jaguar logo - but no cars in sight.
两周后，身着牛仔服的捷豹设计总监杰里·麦戈文在迈阿密的舞台上发布了两款概念车，它们分别采用了“迈阿密粉”与“伦敦蓝”配色。麦戈文还打趣道：“捷豹并不指望获得所有人的喜爱。”
Two weeks later, Jaguar's denim-clad design chief Gerry McGovern took to a Miami stage to unveil a pair of radical concept cars, resplendent in Miami Pink and London Blue colour schemes. "Jaguar has no desire to be loved by everybody," he quipped.
这场发布会原本意在宣告捷豹未来将转型为一家高端全电动汽车品牌，却引发了媒体与社交平台上的强烈反对与批评。
The event was meant to herald Jaguar's future as a luxury all-electric marque, but it triggered a furious backlash in the press and on social media.
批评者声称捷豹路虎（JLR）为了追求“觉醒”而背叛了其传统。甚至连发布会选用的颜色也被嘲讽为“芭比粉”，围绕此事的文化战争由此爆发。
Critics claimed JLR was betraying its heritage in favour of going "woke". Even the colour chosen for the launch was derided as "Barbie pink", as culture wars erupted around it.
这种反响似乎让捷豹路虎措手不及。将捷豹重塑为豪华电动品牌，是该公司于2023年初制定的广泛战略的一部分，当时公司承诺投资150亿英镑用于新车型和新技术的研发。
The reception appeared to catch JLR by surprise. The reinvention of Jaguar as a luxury electric brand was part of a wide-ranging strategy set out by the company in early 2023, in which it pledged to invest £15bn in new models and technologies.
当时，捷豹品牌本身正陷入困境。这个曾是“摇摆六十年代”英伦酷文化内在组成部分的品牌，早已失去光彩。昔日它为布里吉特·巴尔多和史蒂夫·麦奎因等巨星提供E-Type跑车，如今却难以向中层企业高管推销高端轿车和SUV，因为这些人通常更倾向于奥迪和宝马。
At the time, Jaguar itself was struggling. The badge, which was once an intrinsic part of Swinging Sixties British cool, had lost its lustre. Where in the past it had supplied E-Types to Brigitte Bardot and Steve McQueen, it now struggled to sell upmarket saloons and SUVs to middle-ranking corporate executives, who generally preferred Audis and BMWs.
施密特汽车研究公司的马蒂亚斯·施密特解释道：“尽管引发了轩然大波，但捷豹的核心受众多年前就已抛弃了该品牌，因此他们实际上没有什么可失去的。”“孤注一掷”捷豹路虎在2024年和2025年逐步停产了旧款捷豹车型。这场“觉醒”争议虽然可能一度让公司高层日子不好过，但至少在捷豹销量极低的时期，让捷豹这个名字保持在公众视野中。
"Jaguar's core demographic, despite the uproar, gave up on the brand years ago, so they effectively had nothing to lose," explains Matthias Schmidt of Schmidt Automotive Research. 'Last throw of the dice' JLR wound down production of its old Jaguar models in 2024 and 2025. The "woke" row, while it possibly made life briefly uncomfortable for the company's leadership, did at least keep the Jaguar name in the public consciousness at a time when it was selling very few cars.
施密特表示：“考虑到它在拥挤的国际市场中奄奄一息，这件事让捷豹从版面深处跃上了头条。现在大家都在谈论本应是另一款无聊产品的东西。”预计GT将成为捷豹推出的三款新电动车型中的首款。
"It brought Jaguar from the back pages to the front pages, given that it was dying in a crowded international market," says Schmidt. "Everyone is now talking about what would have been another boring product." The GT is expected to be the first of three new electric designs from Jaguar.
自两年前那场迈阿密发布会以来，麦戈文已离职，捷豹路虎也与那家主导争议性重塑品牌活动的代理公司分道扬镳，公司还迎来了一位新任首席执行官。
Since that event in Miami two years ago, McGovern has left the company, JLR has parted ways with the agency behind the controversial rebranding campaign, and the company also has a new chief executive.
但捷豹品牌本身的未来依然悬而未决。"我认为这真的是孤注一掷了，"汽车记者Steve Fowler表示。"过去JLR靠捷豹很难赚到真钱，而这才是关键所在。" 现在的问题是，能否找到足够多的买家，愿意为一款相对独特的高端电动车支付13万英镑，而在市场上他们还可以选择保时捷、梅赛德斯-AMG，甚至是快速崛起的中国品牌如腾势的车型。"
But the future of Jaguar itself still hangs in the balance. "I think it really is a last throw of the dice," says automotive journalist Steve Fowler. "JLR has struggled to make serious money with Jaguar in the past, and that's what it's all about." The question now is whether enough buyers can be found willing to pay £130,000 for a relatively distinctive upmarket electric car, in a market where they can also choose models from the likes of Porsche, Mercedes-AMG or even fast-growing Chinese brands such as Denza.
暂且抛开争议、文化战争和那辆粉色概念车不谈，"电动车网站Electrifying.com的Ginny Buckley说道。"最终重要的是，捷豹是否打造出了一款足够非凡的产品，足以证明推翻其过往一切品牌立身之本的合理性。" 她认为这款车足以让批评者闭嘴，但也承认"下一个挑战将是说服人们购买它"。
"Forget the controversy, the culture wars and the pink concept car," says Ginny Buckley of the electric car website Electrifying.com. "What ultimately matters is whether Jaguar has built something extraordinary enough to justify blowing up everything it stood for before." She believes the car is good enough to silence critics, but admits "the next challenge will be getting people to buy it".
Steve Fowler表示赞同。"车子本身足够好了，"他说。"捷豹这个品牌是否足够好，还有待观察。"
Steve Fowler agrees. "The car is good enough to do it," he says. "Whether the Jaguar brand is good enough remains to be seen."