I follow the whole development at Morgan with the greatest skepticism.
The company has been doing well as a family-run business for decades. The sale to Italian investors is a very big break with the past, as is the discontinuation of the trad. Morgan's spirit was partially destroyed with it. Cars for the previous, patient and loyal customers are no longer built. Younger, wealthier customers are now said to be buying the trad lookalikes. But they will not be as tolerant of defects that arise from small series production as the previous customers. They rightly expect impeccable quality for the money. And the Italian investors will certainly want to see profits soon, they won't have as much patience as the Morgan family in the past.
Conceived by a design team led by Jon Wells, the car aims to move Morgan’s design influence forward about 20 years to the 1960s Jaguar E-Type era.
With this step, further roots to the old Morgan spirit will be cut, as well as chattering with the lifestyle. Let's see what has become of Morgan in a few years. If they still exist.
