With all that said, I believe attracting 30-sometimes to the brand (and product) needs to be handled with some flair and panache. This demographic is social media savvy and have grown up in an advertising hothouse (being sold to - aggressively - from day one). If the company begin to court this customer base, I believe it needs to be done in an intelligent and honest manner, playing on the true values and USPs of Morgan. It can be achieved but needs a clear vision and goal, otherwise it will have either no impact, or worse, could alienate the demographic who already are your customer base.
I do agree, it is a fine balancing act that has to be won. Young people today generally expect high quality products that work, and are easy to use. So getting a Morgan into this mind set is not necessarily an easy task, I suspect the majority expect ABS, power assisted steering, sat nav, heated electric seats and a service every 2 years as standard from a car they are looking to purchase.
One thing that has always surprised me is how little Morgan have played on the racing successes, or maybe that is just my perception.
