Whilst that is true, I think the old business model had probably run its course in this world of ever- changing gov't rules and regulations.
Everyone has to move with the times, even Morgan. At one time they had a 10 year waiting list for new cars and if they were ever going to expand the company with outside investment, surely that was the time to do it?
Making Morgan less "niche" is almost certainly a good business move, even if us old diehards don't like the sound of it. A lot of what Morgan was built on will not generate enough money nowadays unfortunately.