Perhaps we can swap Poverty for Bargain. Also perhaps add, in relative terms for positioning.
Considering the handmade, in Britian, to personal order, in low volumes status making something as complex as a car for £40k is reasonably impressive. Many others would have sold out to external production many years before (Noble, TVR etc etc)
I could spend £40k on options in a high end MB or Porsche if I tried hard and were more out of kilter than I am (but I would not even if I could)
I think there are space for both of the ranges. I like the Trad but could not deal with the handling on a daily basis but as many have said, you love the Morgan not the ride.
I agree that the brand and platforms offer a broad range of possibilities. I would imagine the complexity of the manufacturing on the Aero chassis means they could not really bring it down a lot further than the Speedster without significant compromise to profit and driving experience.
People are becoming more interested in having alternative choices. I think the market could well come to Morgan if they continue to watch and consider the buying profiles around.
Niche is the new future and they are experts at it.
