The 'Lifestyle' tat thing is sound business sense. Extends the brand, makes a profit and highlights the products. Harley has been mentioned, who support fully the HOG thing. The Harley Owners Group is a factory sponsored enthusiast club that is the biggest in the world, and it costs almost £70 a year.
Triumph motorcycles do the same with clothing and products, plus the Riders Association of Triumph (RAT) and it works!
I love the fact that tours to the factory contain 99% of people that may never own a Morgan, but they want the brand and appreciate the ethos behind a British company. Allowing them to take home 'something' that acts as a memory and brand extension is a great way of being positive as a manufacturer.
And yes, it would be great to see tuning products sold from the same place or attached for those of us who own the cars but they may be thinking exactly the same. Who knows?
I think the new shop is a cracking idea, and creating the opportunity to sell other select artisan products can only be a good thing.
