Jaguar ‘R’ models facing the axe

JLR SVO design boss reveals future models set to wear ‘S’ and ‘SVR’ badges only, claiming there’s no place for ‘R’ cars

Jaguar F-Type R Coupe front cornering

Jaguar is likely to kill of ‘R’ versions of future models to avoid confusion and to allow its SVR models “to shine”. 

Traditionally the British brand has used the letter ‘S’ to denote sporty models and ‘R’ for the most powerful derivatives. But since the re-launch of Jaguar Land Rover’s Special Vehicle Operations (SVO) division in 2014 and super high-performance SVR cars joining model ranges, Jaguar believes there is now too much confusion for customers. 

Jaguar eyes up more performance SUVs

“To be completely honest Jaguar is a fairly small brand and probably in reality there is not enough room in each model line to have an R and an SVR,” Wayne Burgess, Jaguar SVO design director, told Auto Express. “We have found F-Type R and F-Type SVR kind of compete against each other. The truth of the matter is that F-Type R is a great car and, in some respects, SVR has a challenging time because the R is such a good car in the first place.”

By deleting R models Burgess believes the higher performance SVR models will get the attention Jaguar thinks they deserve. There will be less confusion for customers and Jaguar will be able to impose a clearer pricing structure, too. The first signs Jaguar is leaning towards an ‘S’ and ‘SVR’ model strategy is the new F-Pace SVR

Revealed at the New York Motor Show, the 542bhp supercharged 5.0-litre V8 SUV is the most powerful F-Pace Jaguar currently builds. No ‘R’ model has been launched and instead the SVR is supported by an F-Pace S powered by either a supercharged 3.0-litre V6 petrol or a turbocharged 3.0-litre V6 diesel engine.    

“We would rather have a genuine SVR halo in the line-up and then jump an R model – that is better way of doing things,” added Burgess. “In a model line that doesn’t have an R, it can allow SVR to really shine. 

“You can see the dilemma we have and why F-Pace has gone the way it has. From a design and product point of view, it is great to have an SVR because you have that extra headroom and level of differentiation. Sidestepping an R model also sidesteps potential pricing issues.”

Take a look at the new Jaguar F-Pace SVR, which was revealed at the 2018 New York Motor Show...

Recommended

Range Rover thefts prompt JLR to boost security on old and new cars
Range Rover action
News

Range Rover thefts prompt JLR to boost security on old and new cars

Range Rover owners will have extra protection against car thieves and the tech can be retrofitted to older models
22 Nov 2023
TWR reveals big plans to reimagine the Jaguar XJS
Magnus Walker and Khyzyl Saleem standing in front of a Jaguar XJS
News

TWR reveals big plans to reimagine the Jaguar XJS

TWR will look back in its history with the Jaguar XJS for a “reimagined” sports car
13 Nov 2023
The scariest cars we've ever driven
Scariest cars we've ever driven - header image
Best cars & vans

The scariest cars we've ever driven

The Auto Express team have cast their minds back to the scariest cars they’ve had to endure
31 Oct 2023
Jaguar electric four-door GT to usher-in brand's new era
Jaguar 4-door Coupe exclusive image
News

Jaguar electric four-door GT to usher-in brand's new era

The new all-electric four-door GT will be the first model in Jaguar's all-electric future, and is expected to cost around £100k
18 Aug 2023

Most Popular

New 2024 Dacia Duster: third generation of Europe’s best-selling SUV revealed
Dacia Duster - front
News

New 2024 Dacia Duster: third generation of Europe’s best-selling SUV revealed

Dacia has taken the wraps off the latest Duster, which arrives with a new look and fresh technology
29 Nov 2023
New Dacia Duster Commercial 2023 review: a cheap, but extremely capable small van
Dacia Duster Commercial -  front tracking
Road tests

New Dacia Duster Commercial 2023 review: a cheap, but extremely capable small van

Dacia’s no-frills approach to budget motoring lends itself to the commercial vehicle genre, making the Duster Commercial an appealing option
28 Nov 2023
New BMW X3 replacement to grow in size and feature a minimalist dash
BMW Neue Klasse SUV exclusive image - front
News

New BMW X3 replacement to grow in size and feature a minimalist dash

BMW’s first Neue Klasse electric SUV could carry the iX3 nameplate and our exclusive images preview how it might look
30 Nov 2023