I've been talking to a dealer and it would seem all of the three points are valid (apart from the new Aero 8 being an inferior build underneath) and that this is most likely a conscious effort by Morgan and their marketing to correctly reposition the Aero to where it needs to be.
The margin may be lower but overall if they sell more cars, they can hit their target and the Options will help with that. Makes perfect sense to me.
Some of the engineering/technical tweaks they are making to the new Aero 8 also sound like a step up (rather than it being inferior) which in my view is a real plus, particularly if they can sort out a hood that doesn't leak!! The suspension modifications also sound like a real plus.
All in all it's sounding and looking like Morgan are repositioning the car right where it needs to be with a better product through evolution, correct pricing and the extra trims for those that want it and have the money.......but if you don't want it or it's a stretch......you could be in a new Aero 8 for £80k.
