Killing the Cat

Jaguar, a brand that's been in a coma for years, is trying to wake up ... and it's gasping. T he car-free "Copy Nothing" kickoff video and the rollout of a pink concept EV at Art Basel Miami have inspired well-earned mockery. The launch rivaled Elon's "We Robot" event for the "all chip, no salsa" product launch of 2024. Getting attention is key to any marketing campaign, so mission accomplished. Sort of.

Tata Motors, which owns Jaguar and its stablemate Land Rover, has also succeeded in further eroding what's ...