I have watched the price rises carefully over the last 10 years. While my own car (bought used) has steadily but slowly increased in value, the gap between what mine is worth and the cost of a new one has rapidly increased. This option is unaffordable for me but in any case irrelevant as the car is an indulgence, not a necessity, is nowhere near becoming worn out, and can be maintained “as new” indefinitely due to its design and construction. So the “trade-in/trade-up every 3 years” model of ownership is irrelevant, and I suspect the same applies to many Morgan owners. At least for the trads.
If the future is aluminium chassis trad-alikes at £80k, I suspect the vast majority of existing trad owners will hang on to their current cars, or trade within the used market. And the value of our trads can only rise. That means the company will have to continually look to customers who are new to the marque, and who will need to be “minted” in order to play. I don’t see that working out well, especially with the demise of new-build ICE-engined cars only 20 years away. Also the relentless move up market will be a challenge for existing dealers, surely.
