14 way seats

ISTR the were introduced at the same time as the “thin-back” seats, and had less bulk and offered marginally more space.
I could be wrong, though.

The cynic in me suggests the “12” would be cheaper to produce, as being the main reason?

I covered nearly 40K miles in my XKR Dynamic fitted with the 14-way and were great. The 12-way seats do not feel any less comfortable although they miss out on the lumbar inflation.
 
If from the post by Moss the difference between 12 way and 14 way is the deletion of the inflatable lumbar, I would suggest this is due to the less available packing space in the revised seat back to install the required bladder and opening and closing valves. They're not very bulky but will decrease the amount of cushioning that can be fitted.
Of course I agree that the cost is reduced so always a bonus for JLR as is the extra kg or so reduction for all the kit inc. an air pump
 
Why Jag would you build a GT car without lumbar support? I often go on trips around europe driving 8 hours a day sometimes 2 days in a row, I make good use of the lumbar support, I would be thourougly miserable without it.
 
Whilst on the topic, do the 2017 (and newer) performance 12 way seats have side bolster adjustment?
 
As I understand it, the 2 way deletion was the adjustable side bolsters - my MY18 has lumbar support - the round knob formerly in front of the lumbar support knob was for the side bolsters.
 
Yes, the 2 way deletion was the bolster adjustment.

The attached screenshots from https://www.ownerinfo.jaguar.com/ show the 2016 F-Type electric seats with the bolster inflate/deflate adjustment (item number 6) and the 2018 F-Type without it. The site also shows it on the 2017 F-Type full electric seats.

The bolster adjustment is located behind the seatback angle adjustment switch.

In the 16MY F-Type Specification and Price Guide it shows the optional ‘Seat Memory Pack 2’ was priced at £1,150 and included (14x14 way) electrically adjustable driver and passenger seats with memory. Steering column electrically adjustable with memory. Powerfold exterior mirrors with memory and auto-dimming.

I have this fitted on my car.

With regards to the OP’s question....
Topfox59 said:
What was the reason for JLR discontinuing the 14way seats in preference to the 12way?

I would think costs are much to do with it.
 

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