A dealer once said to me that many owners are reluctant to spend on the parts of the car they can't see (as if they don't feel they are getting anything for their money, I suppose?).
Not sure that's entirely true with Morgans - many spend a fair bit on upgrades to suspension (SSL/Panhard Rods/Uprated Dampers) and brakes (Reaction Bars/Four Pot Calipers). Plus all the upgrades to Engines/Exhaust etc.
There's actually not that much you can do to a Morgan in the areas you can see (although some will buy every accessory going!)