Surely the whole concept of Morgan is that it is not in the modern world!
That's the challenge, isn't it? They may not be 'of' the modern world, espousing as they do traditions of craftsmanship that come from the 19th century, but when it comes to commercial survival they are most assuredly 'in' the modern world, and have to compete in a tiny marketplace.
Their products cost a great deal to manufacture, and so they have got to find some way of appealing to relatively wealthy buyers. That has got to mean moving their image upmarket.
Personally I think establishing the Morgan brand as one of those iconic luxury manufacturers like Purdey or whatever is about their only chance.
