I agree the Trad business will need some consideration but I don't think it is a dead end. Morgan are a business and as long as there is an audience and it makes a profit in line with their needs as a business it should carry one as the embodyment of the history of Morgan.

It does however need to support their forward looking investment against monstrously increasing legislation. It should be a cash cow for them.

Re-birthing it in the opposite direction of the Aero would be highly relevant. You mention the success of the MX5. I would also add the Mini and Fiat500 both of which trade heavily on retro with comfort, reliability and low cost of ownership. No one said they were cheap to buy.

They appeal to a certain style (I hesitate to use the words lifestyle) and joie de vivre. That's a nice thing for Morgans brand values.

If you think of the Aerial Atom as the end point and find a point on the line somewhere between the Trad and an Ash Atom it could be cool. Clearly it would need to pass impact and other modern regs. The M3W is paired back to a minimum and is successful. Perhaps something like the 3cyl EcoBoost in this would be a great change.

I often wondered if there should be a "kit" Morgan. The M3W is nearly there already. It would allow a cost point below that of current cars. If the car was designed with this model in mind as the M3W has it could be a good extension of the product range.

Exposing the wood and other materials like an Atom would be very cool. Poach a newbie from a University to do some sharp pencil sketches like last time and you are off ! Offer a build service in conjunction with the dealers (more integration with them would be good for everyone) for lazy less capable people like me.

Everyone loves a Morgan. Even me, unless it's broken again.