I worked in Munich for some years and lived in a hotel opposite the BMW plant, as a result of which I got to know some of the BMW staff. I remember one guy who was their armrest and centre console specialist covering all models, which was probably just 3,5,6 and 7 series at that time. If I recall correctly the design and development budget for arm rest and centre consoles was in excess of the current Morgan turnover.
Against that perspective I think Morgan do pretty well.
