The world of collector cars often defies logic, with rarity and heritage typically translating into soaring values. Yet, sometimes, even the most meticulously crafted, limited-edition vehicles can buck this trend. Take, for example, the Jaguar F-Type Project 7. Launched to celebrate Jaguar’s illustrious racing history and limited to just 250 units, one might expect these stunning machines to command a hefty premium on the collector market. However, recent sales figures tell a different story, presenting a unique opportunity for discerning enthusiasts.
To understand the Project 7’s intriguing market position, we need to delve into Jaguar’s rich motorsport legacy. Long before brands like Porsche cemented their names at Le Mans, Jaguar was a dominant force in the legendary 24-hour race. Their five victories in the 1950s forged a performance identity that resonated for decades, further amplified by triumphs in 1988 and 1990 with the roaring, Silk Cut-liveried XJR-9 LM and XJR-12 LM racers. This racing pedigree is deeply woven into the Jaguar DNA.
Jaguar F-Type Project 7 rear three quarter view showcasing its unique design and limited-edition features.
Fast forward to 2013, and while Jaguar’s luxury status remained intact, its performance image needed a jolt. The introduction of the F-Type was a significant step in that direction. To further emphasize their sporting heritage and commemorate their seven Le Mans wins, Jaguar unveiled the F-Type Project 7 concept at the 2013 Goodwood Festival of Speed. This wasn’t just a concept car; it was a statement.
The Project 7 masterfully blended the contemporary appeal of the F-Type with evocative design cues from the iconic D-Type. The reaction was immediate and enthusiastic. What began as a marketing exercise rapidly transformed into a production plan for a limited run of 250 vehicles, each promising an exclusive blend of performance and heritage.
Jaguar F-Type Project 7 rear view highlighting its distinctive rear styling and aerodynamic elements.
Initial reviews of the Project 7 were glowing, praising its enhanced F-Type character and the potent 575-horsepower V-8 engine – a notable increase over the standard V-8. Critics also noted its raw, engaging driving experience, a result of suspension tweaks and a significant weight reduction of approximately 190 pounds compared to the standard V-8 convertible. This weight loss was achieved partly through the use of a minimalist manual roof, designed more for quick showers than extended top-down touring. Visually, the shorter windscreen, driver-side fairing, and door-mounted number roundels further cemented the Project 7’s connection to Jaguar’s racing past.
Given its limited production, distinctive personality, and the generally robust collector car market, the current market value of the Project 7 might come as a surprise. A well-maintained 2015 example, recently sold for £105,000 (around $131,000) before fees, exemplifies this trend. Considering its original starting price of $165,995, this represents a substantial depreciation, especially for a limited-edition vehicle.
Jaguar F-Type limited edition interior, showcasing its bespoke cabin and premium materials.
This isn’t an isolated incident. Data from auction sites like Bring a Trailer reveals that in recent years, a majority of Project 7s have sold for less than their original MSRP. Similar trends are observed in European auctions, suggesting a broader market pattern.
This contrasts sharply with other heritage-inspired, low-production models like the 2011 Porsche 911 Speedster. With 356 units produced and an original price of $204,950, these Speedsters now command significantly more than their initial sticker price, often fetching well over $379,000 for examples in excellent condition.
So, what explains this divergence? Is the Project 7’s historical nod to mid-20th century racing a bit too distant for today’s collectors? Perhaps. However, examining the market behavior of other cars offers valuable clues. The market may still be in the process of defining the Project 7’s place within the hierarchy of collector Jaguars and limited-edition sports cars in general. This market evaluation period is not unique to Jaguar. For example, the Ferrari 550 Barchetta Pininfarina has also experienced fluctuating values as the market determines its position within the Ferrari lineage.
Furthermore, time and perspective often play a crucial role in the appreciation of collector cars. The BMW 507, initially a commercial failure, eventually achieved blue-chip status, demonstrating that rarity and desirability can sometimes take time to coalesce in the collector market. While the Project 7 may not reach the stratospheric heights of the 507, a brighter future for its valuation is certainly plausible. With Jaguar discontinuing the F-Type after 2024, and transitioning towards an increasingly electric and SUV-focused lineup, enthusiasts may well look back at the F-Type and its most performance-oriented iterations, particularly the Project 7, as the charismatic swansong of Jaguar’s performance heritage.
Jaguar F-Type limited edition front, emphasizing its aggressive stance and unique Project 7 styling cues.
Until then, the Jaguar F-Type Project 7 remains a comparatively accessible entry point into the world of limited-run modern sports cars. For those seeking a blend of Jaguar heritage, exhilarating performance, and exclusivity without the typical collector car premium, the Project 7 presents a compelling and perhaps time-sensitive opportunity.
