COMPANIES POURED FORTUNES INTO THESE CARS – THEN KILLED THEM ANYWAY

Major automakers typically spend untold millions developing new models, and in some cases, the bill can even reach a billion dollars or more. Despite these massive investments, some car projects are killed at the last minute, including even after the vehicle has been shown to the public and announced for sale. The result is often a highly anticipated model that never reaches showrooms, leaving enthusiasts and industry watchers wondering what might have been.

One of the most famous examples is the AMC AMX/3 from the 1970s, a mid-engine supercar that never made it to production despite prototypes being built. This kind of last-minute cancellation happens far more often than most people realize, as you’ll see in our list of 10 times major automakers axed cars in the more recent past.

Acura NSX V10

The NSX Almost Had An Engine Mounted Up Front

The original design Acura planned for its second-generation NSX was very different from the one we got. In the 2000s, Honda supplied V10 engines to some Formula 1 teams and wanted to transfer some of that technology to a road car, specifically a high-end sports model that would serve as the second-generation NSX. Acura unveiled a concept called the Advanced Sports Car at the 2007 Detroit Auto Show, which featured a front-mounted V10 engine and an all-wheel-drive system.

The concept wasn’t well received, mainly because it represented such a radical departure from the original NSX, but Acura pressed on and began testing prototypes shortly after. When the global financial crisis hit just a year later, Honda canceled both the sports car and its F1 program. A few years later, Honda revived the sports car project with a mid-engine V6 hybrid design that eventually launched as the second-generation NSX.

Apple Car (Project Titan)

Axed Project Rumored To Have Cost $10 Billion

Apple never formally announced plans to develop its own car, but reports in 2014 revealed the tech giant was working on something with four wheels and advanced self-driving capability. The car, commonly known as Project Titan, and thought to have been a minivan of some sort, stayed shrouded in secrecy, though prototypes based on vehicles from established car brands and fitted with self-driving hardware were spotted near the company’s California headquarters. Apple also filed numerous car-related patents and hired automotive professionals, fueling speculation for years. Supplier sources, including some rival automakers like BMW and Hyundai, confirmed Apple had reached out to discuss production plans.

The effort ended in 2024, when reports revealed the project was effectively dead after costing Apple about $10 billion. Most accounts pointed to indecision, shifting goals, and ongoing technological challenges with self-driving systems as the reasons behind its demise.

Aston Martin Rapide E

Electric Aston Martin Was Ready For Production

Under former chief Andy Palmer, Aston Martin was eager to launch an electric vehicle and came close in 2019 when it unveiled a Rapide sedan that swapped its standard V12 powertrain for a battery and two electric motors. The project served more as a proof of concept than a serious production effort, but Aston Martin still committed to building 155 units for global sale. Developed with help from the Williams Formula 1 team’s former engineering consultancy, the Rapide E featured advanced technology for its time, including an 800-volt electrical system and impressive output of 601 horsepower and 700 pound-feet of torque.

When the pandemic hit the following year, Aston Martin canceled the Rapide E as its financials hit the skids. Also scrapped at that time were plans for an electric SUV and sedan intended to launch under a revived Lagonda brand. It was actually the second time Aston Martin had to cancel its Lagonda revival, as the automaker in 2009 had shown a Lagonda SUV concept developed on a donor Mercedes-Benz GL-Class platform. It proved to be a huge mistake for Aston Martin as just a few years later SUVs became the most popular models for even exotic brands.

BMW i16

BMW Picked The XM Over This

Remember the BMW Vision M NEXT Concept unveiled in 2019? It wasn’t just an indulgent design exercise but a serious proposal for a plug-in hybrid sports car meant to replace the largely unloved i8 and celebrate the M division’s 50th anniversary in 2022. The anniversary spotlight ultimately went to the XM – we’re still wondering why that SUV was chosen – but former BMW designer Domagoj Dukec (now at Rolls-Royce) revealed last year that the hybrid sports car had been in development before the pandemic killed it.

Dukec also shared more advanced designs for the model, which he called the i16, though it’s unclear if that name would have reached production. To cut costs and speed development, the car would have used the i8’s platform but with a larger combustion engine, boosting combined output to around 600 horsepower, a major jump from the 369 hp of the final i8.

Dodge Charger Daytona SRT Banshee

The Banshee Is Out But A New Hellcat May Be In

The Dodge Charger Daytona currently tops out with the 670-horsepower Scat Pack, but this was always intended as the middle of the range. A flagship to rival the former internal-combustion Charger Hellcat was in the pipeline and previewed at the 2022 SEMA Show as the Charger Daytona SRT Banshee Concept.

The production model was to feature an 800-volt electrical architecture, versus the 400-volt system in lesser Daytonas, ensuring faster charging. It was also meant to get a unique three-motor powertrain, presumably pushing output past 800 hp. However, slower-than-expected EV adoption has led Dodge parent Stellantis to curb some plans. Electric models like the Ram 1500 REV and Maserati MC20 Folgore are no longer coming, and the Charger Daytona Banshee flagship is reportedly on the cutting board as well.

Dyson EV

Dyson Estimated Its EV Needed To Cost $200,000 Just To Break Even

Much like Apple above, home appliance giant Dyson, best known for its bagless vacuum cleaners, also set out to develop a car. Dyson announced the project in 2017, pledging $2.7 billion and assembling a team of more than 400 employees. The company soon outlined plans for three distinct vehicles and a production site in Singapore. But by 2019, after completing much of the first model’s design, Dyson canceled the project, concluding it couldn’t be made commercially viable. Executives estimated the car would need to start at around £150,000 (about $200,000) just to break even, a price far beyond what the market could support.

In 2020, Dyson decided to reveal the first model. It was a sleek, Model X-like crossover that was originally intended to launch with a lithium-ion battery before eventually adopting a solid-state pack capable of up to 600 miles of range. Dyson said it spent over $650 million before pulling the plug.

Jaguar XJ EV

Jaguar Dropped The Electric XJ For A Make-Or-Break Strategy

Prior to the pandemic, Jaguar was developing an electric XJ, but the project was canceled just as development wrapped up. Thierry Bolloré became CEO in 2020, and one of his first tasks was to create a strategy that would elevate Jaguar to a much higher price level – approaching Bentley in luxury, performance, and pricing. Under this strategy, Jaguar plans to replace its full lineup with a trio of EVs, the first previewed last year as the Type 00 Concept.

A key pillar is using a platform unique to Jaguar, which meant abandoning the electric XJ, based on the MLA platform shared with current Range Rover SUVs. Another pillar is introducing more flamboyant designs, contrasting with what the electric XJ would have featured. Whether the new strategy succeeds remains to be seen, as the first of the new Jaguars won't enter production until next year. Funnily enough, Jaguar did something similar with its C-X75 supercar less than a decade earlier. It came close to launching a production version of the electrified supercar, with some prototypes even being built before the project was axed. The car’s designer, Ian Callum, recently turned one of those prototypes into a road-legal car.

Ram 1500 REV

No Country For Electric Full-Size Trucks

As mentioned earlier, Stellantis has shelved several of its EV projects, including the Ram 1500 REV. The REV name will remain, but it will now be applied to the extended-range electric 1500 previously called the 1500 Ramcharger. Ram announced the change last month, citing slowing demand for full-size electric trucks.

The electric 1500 debuted in early 2023 and was originally slated to reach showrooms in 2024. Ram repeatedly delayed the launch and has now officially canceled it. The truck would have featured a dual-motor all-wheel-drive system producing 654 hp. Battery options were to include 168- and 229-kilowatt-hour units, estimated to deliver maximum ranges of 350 and 500 miles, respectively.

Volkswagen Golf R400

VW Killed The Original Golf R400 But A New One May Be Coming

Fans have long hoped for a Golf R that could break the 400-horsepower mark, and Volkswagen nearly made it happen a decade ago. At the 2014 Beijing Auto Show, VW surprised audiences with the Golf R400 Concept and confirmed plans for production shortly after. The concept used a turbocharged 2.0-liter inline-4 producing 395 hp, but VW shelved the project following the Dieselgate emissions scandal the next year.

Now there’s reason for optimism: VW is thought to be preparing a Golf R with around 400 hp once again, though this time powered by Audi’s turbocharged 2.5-liter inline-5, an engine nearing retirement. The hardcore Golf R is expected to arrive around 2027, coinciding with the 25th anniversary of VW’s R performance sub-brand and the launch of the Mk4 Golf-based R32. Prototypes for the vehicle may have already been spotted.

Volkswagen Phaeton D2

VW’s Phaeton Flopped Once, Lesson Learned

Remember the Volkswagen Phaeton? It was a full-size luxury sedan sharing a platform and powertrains with Bentley's original Continental GT and Flying Spur. It cost a fraction of what the Bentley duo did, but the starting price of about $70,000 still felt too high for a VW-badged car in most buyers' eyes. Launched in 2003, it lasted only about two years in the US, while elsewhere it soldiered on until 2016, receiving multiple updates along the way.

Although no successor ever reached production, VW developed one. The automaker revealed it in 2022 to mark the 20th anniversary of the original Phaeton's debut. The second generation, known as the Phaeton D2, used a platform shared with the Audi A8 and could be mistaken for its more upmarket sibling to the casual observer. VW ultimately shelved the car to focus on electric mobility, though the diesel scandal at the time of its development likely also influenced the decision.

Sources: Acura, Aston Martin, BMW, Dodge, Dyson, Jaguar, Ram, Volkswagen.

2025-10-18T08:24:48Z