I think Morgan as a manufacturer will always be between a rock and a hard place.
They seem as though they want to be a modern, progressive manufacturer but they're held back by history, tradition and fans of trad cars.
Modern car buyers are spoilt by luxuries such as water proof cars, consistent build quality, hard wearing materials, etc etc etc.
Buyers are seduced by thoughts of a bygone age, so are disappointed to find out that it's not what they thought it would be.
You buy a Morgan because you're a little bit odd/unconventional/peculiar.
By the way, I am a fan of history and tradition, my car doesn't need to be waterproof, I'm a fan of bygone ages and I'm odd, as, I imagine most regular contributors to this site are as well.
