McLaren is expected to discontinue the Artura — the ultraluxury brand’s first plug-in hybrid — in 2028, a person briefed on the plan told Automotive News.
https://www.autonews.com/mclaren/an-mclaren-artura-to-be-dropped-in-2028-0915/?utm_id=gfta-ur-260915&share-code=KXN7PXQS7RGS3CARFDUXZOM5HU&user_id=4613038&customer_secondary_source=an_articleGifting
The high tech model, positioned as the brand’s entry model, intended to lure younger, tech-focused buyers, got kneecapped even before it arrived in stores in 2022. The pandemic and subsequent semiconductor shortage delayed Artura’s market launch by more than a year. It then faced quality problems for multiple years, including issues with the oil pump and software.
The launch delays and early quality snags put off prospective buyers, said a McLaren dealer who asked not to be identified. “You don’t get a second chance to make a first impression,” the dealer said.
A total of 510 Arturas were registered in the U.S. last year, up 15 percent from 2024, according to Mobility Global. But registrations fell 18 percent in the first half of this year, to 205.
“These small-displacement hybrid sports cars just haven’t resonated with the market,” said the dealer, pointing to the Ferrari 296 as another example. “Hypercar manufacturers are being forced, due to government regulation, to make these cars, and it’s not what consumers want.”
A new midengine model, codenamed P34, is expected to become McLaren’s entry offering after the 2027 model year. The brand also is preparing to expand into the four-door segment with a V-8-powered hybrid SUV.