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.
Hi Aeroman,
Don't forget that thing called product mix. It can help or hurt both company and dealers.
I love the Roadster and I was a big promoter before it appeared and I remain one still. But one must look closer to see what the ultimate effect in the trad line-up has been. If you speak with a German dealer, you will find that, pre-Roadster, they used to sell a certain number of units and they still sell the same number now. That is the number that is counted on new German Morgan registrations.
However, if you inquire more deeply, you will also be told that 90% of sales used to be Plus 8s. Plus 8s cost more than other trads and were more profitable. Plus 8 buyers spent more on them for high-profit margin MMC and dealer extras.
Now the same dealer will tell you that the trad mix is 40% Roadster and the rest split between Plus 4s and 4/4s. Much lower per unit revenue. The dealer loss is not insignificant and in the aggregate, the MMC revenue loss was substantial (though I believe it is now offset by more units.) But you can see why the MMC is complaining about per unit profit.
The dealers feel a V8 trad will cure the mix, but that is not in the cards. If it were up to them, they would make the Plus 4 the 4/4, the Roadster the middle of the line and add a V8 trad again. Who knows? but that was the plan under Garnett.
Many so-called Morgan enthusiasts forget that MMC is first and foremost,
Actually, Aeroman, that might be a big difference between us. I have always thought my first loyalty is to my fellow owners. I have most in common with them. I am not in trade with the Company. Do you feel that the first priority of the MMC should be to owners or itself?
Of course, after my Morgan brethren, my wishes go to the Company and members of the Morgan trade side that help us. Each year, I assist in the selling of more Morgans, new and used, than any dealer I know..for no recompense beyond the pleasure in finding another Morgan a home and creating another Morgan enthusiast. Many here can confirm that for you if you wish.
Simon, as to the rest, we have watched the MMC follow just the programs suggested here again now. They have spent the millions, embraced the new products, new methods, new model changes (often monthly. They have engaged new marketing consultants and embarked on so many advertising and publicity efforts. Sadly, thus far, that route has brought the company to the very edge of extinction on a number of occasions in the last few years. I don't like that one bit.
You feel they should try more of the same. I am trying to be more open minded and creative. I am deeply saddened by your implications as to why I do not agree with you. I find the comment of;
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.
unworthy of a response. Of course, maybe I misunderstood you.
You can always rely on a given. My opinions are only formed by what I know, my business training and my experience. If your suggestions had worked in the last few years, I would be all for them and cheering for you like a banshee.
But they haven't worked and there is less room for major mistakes now.
Happily, the same period has taught great lessons for the future if anyone wants to learn them.
Lorne
