On a separate thread Simon you recently quoted that favourite of business schools, The Harley Experience, and there is much that Morgan can learn from this, particularly as it relates to their interaction with their customers. MMC should immediately enact a CRM programme with their customers, getting the information from their Dealers (or the DVLA in the UK) for all new cars being sold.
In view of the relatively small numbers of cars being sold (less than 1,000)this would be very simple to operate and there are many off-the-shelf programmes available, such as
Sugar CRM and this one is FOC in its most basic versions.
This would enable them to have an interactive relationship with their customers and start building a database, and it can be used to advise of recalls, new models and all the other information, that customers need to be informed about.
I think that the Marketing Department need to become much more pro-active and this is part of that strategy. The other thing they can learn from the Harley experience is to have a much closer relationship with the owners community. Through the MSCC, and its affiliated clubs, it is possible to talk to the Morgan community pretty effectively, and the Net, and TalkMorgan in particular, should not be ignored.
Despite the many naysayers on some sites, MMC should advise people of the good news coming out of Malvern and that much of the perceived wisdom, e.g. "the Roadster V6 will never sell in Germany, as they only buy V8 Morgan Trads" is being proved wrong; well done Rod.
It is also important to vist Morgan events with well-specced demonstrators and even visit Noggin's etc in the UK and allow people to drive the cars, especially the Aero 8.
Here is a post from another discussion group from a Morgan stalwart who previously was not the most well-known enthusiast of the car (to say the least!). He has just driven one for the first time and this is his response on the DG:
"Gentlefolk, let me assure the doubters:
1. It IS a REAL Morgan.
2. The build quality is better than any other Morgan I've ever seen.
3. It goes like stink in any gear, even 6th.
4. It's genuinely comfortable and the ride quality and roadholding are spectacular !!!!!!!
5. Not only is it comfortable, I actually fit in it and can get in and out quite easily (although it was a bit difficult holding the Nikon at the same time).
6. It looks terrific. The Mini headlights have made a huge difference.
7. I want one!
Anyone who disagrees should be banned (from the DG). Moderators please note."
MMC need to get bums on seats, and most Dealers need to be given a rocket in this regard as they are quite complacent from the days of allocating cars.
What we don't want them to learn from Harley are the boots, the questionable branded apparel, the chrome with everything culture, Morgan is a British marque and should continue to reflect our own cultural values.
Any regalia or clothing should reflect the British brand values and should be of this standard
The Bentley Collection rather than Harley'ish or even going down the Ferrari route, where it seems every chav in the shopping centre is wearing a Ferrari branded item of clothing.
I don't agree Lorne.
I haven't heard anyone say "MORE IS BETTER" but what I believe many of us are concerned about is that Morgan are falling further and further off the buyers-radar.
I would challenge anyone to take a picture of a Morgan to a busy town in the UK and stop people at random to ask them to name the car in the picture; furthermore, in what year was it last produced? I could be incorrect but my feeling (which mirrors others ownership experience) is that few potential customers have any idea what the car is or that it is still in production.
If the above steps are taken it will begin to answer the issues raised in your post, but the question of active PR with the motoring magazines and the motoring press in total is also key. Look at the very beneficial effect the exposure in Evo, partly organised by a member of this site, has had o the Aero's perception in this country, and I had request for copies of the article from several other countries, including Australia.
It is my perception, at times, that there are a niche of Morgan owners who believe they are the champions of the Holy Grail that is an MMC car and it suits them just fine not to have the profile of the product raised. On the other hand, you have new owners who are enthusiastic about the car and want to shout about it from the roof tops to all and sundry.
I fall into the camp that says yes it's great you bought a Morgan 20+ years ago and that you still own it; however, that isn't going to help the company survive and thus new, younger, customers are needed. A loyal community of owners is super but not if they haven't spent money with you (the business) for an extended period of time. Few businesses can survive (if any) when loyal customers aren't spending and new customers aren't being converted.
Many so-called Morgan enthusiasts forget that MMC is first and foremost a business enterprise, and whilst they would like the factory wrapped up and kept as some historical icon, like a Hovis ad, they forget that the main object of the business is to make a profit for its shareholders, and a return for its other stakeholders; including its customers.
If this means embracing modern business methods, and I happen to think it does, and also coming to terms with modern manufacturing methods whilst retaining as much heritage as is possible, then we should be realistic and applaud a very small motor manufacturer, when so many British manufacturers have either gone to the wall or been taken over.
Lastly, a couple of other points that I think are relevant. Kin talks about the use of Morgan's in computer games, and I am sure that with the Japanese enthusiasm for cars and the looks of the Morgan marque and the Aero now being raced in GT3, this must be possible to organise without too much expense being involved. Also, I noted that it was said that the premises have been sold, which I believe is incorrect. I understood that it was a sale and lease-back with a major European bank involved.
Cheers
Brian
P.S. In view of Harley's current travails I have emailed a Marketing Professor in the USA to see if there are any up-to-date case studies on Harley.
