Having worked for a few car manufactures, what Morgan is doing is not anything new. Every OEM updates their offerings based on customer feedback, changes in suppliers, production efficiencies etc.
If I use the venerable VW Golf as an example, I recall when the MK8 came out that VW was updating dozen's of parts within months of going into production without anyone being the wiser. They then subsequently took a few features that were optional and made them standard for yet more efficiencies.
As for naming the seats Comfort and Comfort Plus, this too is more common than you think. Sticking with VW, they do name many of their seats and even ones that are standard, depending on trim level. i.e Ergo-Comfort is often called out. Porsche name their standard seats in most offerings as Sports Seat with an upgrade to Sports-Plus.
In regards to Morgan making comments on retrofitting upgrades, why would they need to offer this? I recently purchased a bespoke Porsche 718 Boxster GTS with the 2.5 engine. A few months later Porsche dropped that engine and shoehorned in a 4.0, along with a few updates. It never crossed my mind on why Porsche isn't offering me a way of making any of those upgrades. They are not obligated. Same happened with my 4/4 80th. I was one of the first to order and take delivery. As more came out, I noticed Morgan added a few more things one could select and changed a few of the details. Here again, Morgan isn't under any obligation to ring me up or reverse engineer the possibility for me to benefit. If I can buy the upgraded part and install, great, my choice. You would be shocked on how many parts in a car are superseded from what was originally put in from the factory for parts that are better, more robust etc. It happens.
Lastly, let's not forget that the Trads have been given continuous updates for decades and I expect the CX will be getting the same treatment.
Just felt the need to back Morgan up a wee bit
As Dave W rightly pointed out, sometimes it is best to hold out for a bit if you are concerned about niggles and updates. However, as mentioned above, you can wait a lifetime and never get a car if one waits for the next one rounds of updates.
