One thing that hasn't been mentioned, as far as I can see, is where new buyers are coming from? I don't see todays millennials being attracted to the quaintness that is the trad. Unchanged in basic design for 50 - 60 years, that appeals to us baby boomers who cut their teeth on cars like this, but not later generations. My son, in his mid 40's, for example sees nothing interesting in my trad. the Caterham perhaps, so Morgan are obviously aware of potential new buyers, looking at what would appeal to the next generation down and having experimented with a couple of special edition 4/4 s, remember the speedster? Only 2 made and 1 sold I believe, they have obviously decided there is no future in that market, at least not a profitable one.
The other market segment is upmarket, they have dipped their toe in the water with the Aero range and this appears to be where they are off too soon. Who can blame them, even if it means their longest serving design is allowed to die?
