I reckon it happened at the time of the 4/4 Sport (so, between 2008 and 2010)
The 4/4 Sport offered very little in the way of customer spec options. Just a few different colours and a couple of trim colours. I think it was a very well thought out package. The perfect entry level Morgan, if you like, but that said, the whole principle of dealers stocking new cars is not the way to go for either Morgan or their owners.
With craftsmanship and a degree of rarity comes value, desirability and investment, and although these cars are for driving and enjoying from behind the steering wheel, their relatively high purchase cost can be far more easily justified for many of their owners because of their lack of depreciation.
It's a very delicate balance.
