The automotive world often sees limited-edition, celebratory models from prestigious European brands instantly become coveted collector’s items. These vehicles, lauded by journalists and steeped in heritage, typically command premiums in the collector car market. However, the Jaguar F-Type Project 7 presents a fascinating anomaly. Despite its pedigree and limited production, this special Jaguar is currently experiencing a market valuation that is, surprisingly, below its original debut price.
This intriguing situation is exemplified by a recent sale on Collecting Cars, where a Jaguar F-Type Project 7 fetched £105,000 (approximately $131,000) before fees. To understand this, we need to delve into the story behind the Project 7 and the factors influencing its current market standing.
Jaguar’s legacy is deeply intertwined with motorsport success, particularly at the legendary 24 Hours of Le Mans. In the post-World War II era, Jaguar cemented its reputation with five overall Le Mans victories in the 1950s. This racing heritage was further amplified by wins in 1988 and 1990 with the iconic Silk Cut liveried XJR-9 LM and XJR-12 LM, carrying the torch of Jaguar performance into a new age.
By 2013, while Jaguar remained a luxury brand, its performance identity needed a jolt. The introduction of the F-Type was a significant step in that direction. To further emphasize its rich racing past and celebrate its seven Le Mans victories, Jaguar unveiled the F-Type Project 7 concept at the 2013 Goodwood Festival of Speed. This concept car was a masterful blend of the contemporary F-Type’s dynamism and design cues reminiscent of the classic Jaguar D-Type. The public response was immediate and enthusiastic. What began as a marketing exercise quickly transformed into a commitment to produce a limited run of 250 cars.
Reviews of the Project 7 at the time were overwhelmingly positive. It was celebrated for its enhanced F-Type character and a potent 575-horsepower V-8 engine, a notable 25-horsepower increase over the standard V-8 F-Type. Beyond power, the Project 7 featured performance-focused upgrades, including revised springs, dampers, and sway bars. Weight reduction was also a key element, with the Project 7 shedding approximately 190 pounds compared to the standard V-8 convertible, partly due to a minimalist manual roof designed more for occasional showers than extended top-down touring. Visually, a shorter windscreen, a distinctive fairing behind the driver, and racing number roundels on the doors further solidified the Project 7’s connection to Jaguar’s racing heritage.
Given its inherent personality, limited production numbers, and the generally robust collector car market, the current depreciation in the Project 7’s value may seem unexpected. The aforementioned 2015 example, sold for around $131,000 (before fees), is well-equipped, meticulously maintained, and appears to be in excellent condition. While its mileage of 3387 miles is higher than some auction examples, it is still relatively low for a car of its age. Considering that the original MSRP for the Jaguar F-Type Project 7 started at $165,995, this sale price represents a substantial discount from new.
This isn’t an isolated case. Data from Bring a Trailer reveals that in the past two years, four out of six Project 7s sold have transacted for less than their original sticker prices. Similar trends have been observed in European auctions, indicating a broader pattern in the Project 7 market.
This market behavior stands in stark contrast to other low-production, heritage-inspired models. Consider the 2011 Porsche 911 Speedster. Limited to 356 units, it had an original starting price of $204,950. Today, a Porsche 911 Speedster in #2 (Excellent) condition is valued at approximately $379,000 and often sells for figures significantly exceeding its initial MSRP.
So, what explains this divergence? Is the Jaguar F-Type Project 7’s historical homage to mid-20th-century racing a touch too distant for contemporary collectors? While possible, examining market trends of comparable vehicles offers valuable insights into the Project 7’s valuation dynamics.
The market might still be in the process of defining the Jaguar F-Type Project 7’s place within the spectrum of collectible Jaguars and limited-edition sports cars in general. This period of market discovery isn’t unique to Jaguar. For example, the Ferrari 550 Barchetta Pininfarina has demonstrated more value appreciation than the Project 7, but its exact position within the Ferrari collector hierarchy is still being established, evidenced by some price volatility.
Time and perspective may also be crucial factors. The BMW 507’s journey to blue-chip collector status illustrates that some rare cars require time for market recognition. While the Project 7 may not reach the stratospheric heights of the 507, its future could still be bright. Jaguar’s announcement that the F-Type will be discontinued after 2024, leaving the brand without a dedicated sports car in its lineup, could ultimately benefit the Project 7’s collectibility. As Jaguar increasingly focuses on electrification and SUVs, enthusiasts may look back at the F-Type and its most performance-oriented iterations, particularly the Project 7, as the poignant and characterful swan song of Jaguar’s performance heritage. Until then, the Jaguar F-Type Project 7 remains a comparatively accessible entry point into the world of limited-run, modern sports cars.
