Whatever happened to Supply & Demand, seasonality, and build lead-time ??
Yes, I have to say I'd love to be a fly on the wall in their strategy sessions. Clearly they have enormous experience and presumably have access to some excellent business management and planning expertise so one must assume they are doing far more than just flying by the seat of their pants.
One thing I've often wondered about is how much potential there exists for catering to their biggest customer base - who of course are not the people who purchase their cars, but rather the 30,000 visitors they welcome to the factory every year. If they could jack the average customer spend per visitor up I reckon it would be a useful addition to what must be a significant revenue stream at £28 per visitor
If it was me, I'd be looking to extend the factory capabilities into products that could be sold to people who lack the depth of pocket to buy a car, but would love to buy into the Morgan ownership experience. A range of products made at the factory in the £100 to £500 range could be interesting. More than just a gift shop trinket, but affordable to many.
Edit: just think how many model Morgan kits they could sell using laser-cut ash offcuts. A few hours on the CAD to make the profiles, say £15k for a laser cutter, get a youngster to load and unload the machine, they could churn them out at fairly low unit cost. Flog them in the gift shop for £50 per car (old 3 wheeler, +4+, SLR, M3W 5 speeder, 2 & 4 seat trads, CX trad, all the Aeros, etc) , they could have a range of 10 or so cars that would be extremely attractive to collectors, more so if they did each model in a choice of scales. I'd quite happily cough £100 for a 1/8th scale 4/4 kit made from proper factory wood.
