"Morgan will never be cheaper or better than competing alternatives"
Interestingly, many years ago they were both these things. That was the period during which they gained their amazing reputation.
I know Peter Morgan used to actively keep production below demand and the company did very well.
Could it be said that the desire to expand causes the problems for a company offering a bespoke item like a Mog?
Take the 3 wheeler. The originals sold because they were cheap to buy, economical to run and outperformed the competition.
The latest ones are expensive to buy, expensive to run and don't outperform anything.
So the company has changed the product and it's target buyer completely. Did it have to?
Nick
In the apparel retail world the desire and shareholder pressure to expand is the killer to many a business.
