I perceive that Morgan would like to sell new cars to the young brigade who would sell their quality Germany cruisers to move up. This is unlikely to happen except in a few cases and no amount of merchandising will change this.
The much larger group are classic car owners and bike owners who understand the brand. These people represent numbers but I don't think Morgan really appreciate the untapped potential.
And how many Howards are out there with sore bums from sitting on the fence? What are Morgan doing to pull the Howards in?
I would also be concerned about retaining existing customers/owners.....on this site alone there have been a number of people who, having had less than favourable experiences, have chosen to jump ship. Sadly, most of them not because of the issues themselves but the inability to resolve those issues effectively. There is no point in going to great lengths to attract customers if you then cannot retain them.
