You've got to admire what MMC have achieved, and extending the appeal to a younger cohort of purchasers is probably a good thing - so long as it doesn't negatively impact on their core retirement-age purchasers.
I'd love to see the market research they have done on the size of the customer base for people aged under 50 with £50k+ to spend on a 2nd (or more likely 3rd) car and want to go ICE rather than EV for their next purchase, together with their projected win rate against competing offerings. What with younger customers probably still having mortgages, dependent offspring and associated school fees, I can't help thinking they'll be fishing in a pretty small pond.
Now that the "Flat capper's cheap sports car" thing is long gone, I believe that purchases of new Morgans are made primarily by folks who have got shot of their dependents, are mortgage-free, and are looking to cash in a bit of their pension pot to have some fun while they still can. Keeping the Morgan image in line with their expectations has got to be pretty important as they seem to be the only people with any money to spend and there's a steady supply of them.
