Actually I have seen the same sort of concept voiced several times over the last 6 years. Every time it comes up there are a number of people who get quite outraged because they want Morgan to stay in the 50's because that is the way they like it. They have to realise that younger buyers have never even heard of a grease gun and always get their cars serviced at the dealer. I would also say that very few women, who are potential buyers of sports cars, would want to muck around with grease guns.

Making a car that is an evolution of the trad, say a mini Aero, would not be difficult but for Morgan there are two issues. Investment in the tub and the design are, to my mind not a major issue, 800 to 1,000 cars a year based on a new platform would pretty much justify the expense of development.

One problem would be to change production techniques to reduce costs to make the car affordable.

The other would be to find a suitable engine and electronics pack that can be dropped in to the new design. It would have to include ABS and airbags to meet standards that will be required, if not by legislation by the potential market. To do that Morgan really has to get into bed with someone and the choice of front engine, rear drive, vehicles to choose from is not so great.

The manufacturing philosophy would have to change from hand made to hand assembled. It would have to be arranged so that all body components are interchangeable and can be lifted off the rack and installed on the car without drilling a single hole or cutting sheets to fit. This does not mean robot assembly but it does mean accurate and precise jigs. It also means that any components manufactured in house have to match the template or be rejected. Instead of cutting drilling and matching parts to the body tub the body tub has to be produced to match the parts that will be bolted to it.

The upholstery shop would still stitch and fit the material but it would be prepared and laser cut for accuracy and consistency.

Once you have the basic rolling tub, cockpit, engine and electronics etc sorted out there is no problem dropping any body style you want on it. Look at the Aero and the Plus 8 as an example. And a hard top version too? Why not?

Just the way I see it. But then what would I know, I haven't been running a small car manufacturing business for 3 generations.

Peter

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