With great interest I read an article in the latest edition of the Swiss economic newspaper "Handelszeitung" on the recent development of the registration of new cars in Switzerland. The article is titled "One winner for each three loosers" ("Auf drei Verlierer gab es einen Gewinner").

One statement struck my eye immediately:

".... In terms of percentage the absolute winners in 2009 were two exotic brands: Morgan (283%) and the luxury brand Infinity by Nissan (274%). ..."

Out of curiosity I mailed to the editor, 'outed' myself as a Morgan owner and asked if they could provide me with further details and statistics about the registration of new Morgan cars in Switzerland. To my surprise I received an answer within no time.

Here are the data:

New 'Morgan' cars registered in total:

2009 46 cars
2008 12
2007 14
2006 9


New 'Morgan' cars registered by model:

Morgan 4/4 Sport
2009: 14 , 2008: -

Morgan +4
2009: 7, 2008: -

Morgan Roadster
2009: 12 , 2008: 5

Morgan Aero8
2009: 6 , 2008: 3

Morgan AeroMax
2009: 7 , 2008: 4

(Source: Auto-Schweiz, Redaktion Specials Handelszeitung, 05.03.2010)

I thought I share these insights with you.

Thanks Basilik, those figures are really interesting. In 2009, the 4/4 Sport accounted for 30% of the sales though the increase in sales was really across the board with Aero/Max sales nearly doubling and Roadster and +4 sales very strong too.

What do you put the increase in the marque down to, have they been promoting the brand in Switzerland, or is it just the Geneva effect?

??? Bankers fleeing the UK rather than let their employer pay a 50% tax???

What is the Geneva effect?

many thanks for the thread. Small numbers but a very healthy growth. It is interesting to see Morgan sales growing in tough times. I wonder why this is? A search for individuality, a need to smile when the going is harder, kicking back against depression?

My 2 pence...

I've read many opinions on this but two ones that I believe hold some value are:

Interest rates are so low on savings accounts that many people are choosing to enjoy their money, rather than let it sit and do nothing for them.

While most stocks took a dive, the classic car market remained relatively buoyant. While this threads is a discussion on new car registrations, I believe that despite being new, many people lump Morgans into the classic group and imagine them to hold their value well. The classic range do depreciate from new but perform far better than most cars of a similar price range. Keeping this in mind and taking point 1 into consideration (and considering the Morgan 100-year anniversary), it doesn't surprise me that Morgan had a good year in 2009.

Some people chose to put their money into a Morgan and thereby enjoy it... and who can blame them!

I second that comment Sir.

Wonder how many of those were bought by Eric and family? Maybe he is on a sales incentive plan from Charles?

I believe that Morgan is not so much affected by any economic ups and downs. People buy a Morgan because they fell in love with the car. And they will buy it when they have saved up their pennies.

I think the 4/4 is a real bargain. When I saw the car first time on the Geneva show I new I want one. For sure the 100-year anniversary plaque on my dash board is an additional bonus.

The the only effect from the economic recession was that in 2009 the Pound was very, very week against the Swiss Franc. I know at least 7 people who have opted to import the car directly from the UK. Including me. That saved a lot of money.

...and there is a new dealer (Abt/Burget) who got some good press covering in connection with the centenary. But the main reason may be the weak pound. A 4/4 sports is now not much more expensive than the best version of a Mazda MX5.

And the gentleman who was at the tiller of the biggest Swiss bank when the company (UBS) nearly crashed owns a Morgan, too (which may or may not say something about Morgan ownership).

Frank (in his sarcastic mood)

Hello Frank,

Ralph Burget was with Merz&Pabst originally. M&P is situated in Stuttgart (Germany), but had a small branch office close to Basel, just across the border in Germany, for a few years. That location did not pay off and they closed it. Ralph Burget than moved to Abt Automobile (BMW/Mini) and they added Morgan to their portfolio.

Btw, I envy you for the 1935 Super Sports Barrelback!

Don't be, Wilhelm. The Barrelback is under a very slow resurrection. It eats my money, blackens my fingernails, let me swear more than the pope would tolerate and will not be finished for another year. - Much better to have a 4/4 Sports and doing nothing than enjoy it...

Cheers

Frank

Basilisk I hope that your 4/4 continues to bring you a lot of pleasure and happiness.

I have to say my 4/4 does even though I don't drive it enough! Just walking into my garage and seeing it is a huge lift to my spirits and the cause for a big smile. On sunny days on the Island it is wonderful to get it out, take in the beautiful scenery and the fresh air.

Since I bought the car what amazes me in a very positive way is how other people respond to it - total strangers getting into conversation, making new friends from parking outside a cafe, being photographed and the very nice people you meet who own Morgans. Goodness a young blonde lady in one of those BMW 4 X 4's even stopped to let me out!!!! I think however it may have been the Moggie not me that she was admiring.....

Interesting figures.

I was amazed when at the motor show a couple of years ago how premium Morgan appeared. I think the Morgan Brand in Switerland is far more prestige than in UK.

So with sterling's devaluation and the centenary sales are bound to increase... I also heard somewhere (here?) there's a sharp exit of second hand RHD Morgans for the same currency reasons...