Robert, what an interesting question <img src="/forums/images/graemlins/smile.gif" alt="" />
The problem, as I see it, is that the average BMW driver would not accept the 'quirks' that many Morgan's possess. So while they (the customer) would expect to buy BMW build quality, reliability and features, I doubt the Morgan range - in its current form - could live up to that.
Therefore, imho your second scenario would be more likely (and in line with what BMW did with the Mini brand) - redevelop the range, using proven BMW models as a base and certain Morgan styling cues; thus, making the cars more main stream and acceptable to the standard BMW customer and suitable for mass production (and in the process bleed the soul from them and what many of us actually treasure).
