The "1%" bit is what concerns me a bit about MMC's business strategy. They seem to be deliberately shrinking the size of their potential market by driving the price of their cars up to levels which are pretty unattainable by mere mortals.
How are new Morgans purchased? I would guess that few are financed, and either depend on people cashing in part of their pension pot or are paid for out of other savings. To be in the top 1% of earners you need to be on an income of > £140k/year. How many people are there who would consider parting with over half a year's salary on a toy? Or looked at another way. what proportion of an average person's pension pot does £80k represent?
Caterham on the other hand can still offer an 'entry level' car at under £30k and a much more youthful appeal. I bet there are 10 times as many people out there with enough money and desire for a traditional British sports car who can afford Caterham prices rather than Morgan.
I shan't be selling my Morgan or buying another sports car, but if I were 40 years old again (the age when I bought my car) I don't think I'd be considering anything other than a Caterham.
