...hopefully, there are lots of eccentric millionaires who feel that £80k to £140k on a morgan is money well spent........
Ah yes, eccentric millionaires. In the late 1990's, in my days as a consultant, I was advising an eccentric millionaire who wanted to single-handedly rehabilitate the cotton-growing industry in the Caribbean to manufacture luxury cotton garments in Europe (read the Bond novels: James Bond habitually wore Sea Island cotton shirts).
Improved agronomics and state-of-the art manufacturing could not overcome the costs of production and shipping. (Generally in manufacturing [and within H&S and environmental constraints], you can produce up to a quality standard and specification, in which case costs spiral; or down to a price point, in which case quality may suffer).
I still have one each of the luxury Sea Island Cotton polo shirts and sweaters, but when it came to socks they would have had to retail at over £30 a pair. My client was convinced that he would mop-up "passing trade" at the high end of the market, e.g. at airport departure shops. I advised against that strategy; he chose to ignore my advice and went ahead anyhow. Shortly after, the business folded.
Somehow I feel that MMC is doing the same: hoping that the demographics suggest there are enough well-heeled individuals (in the UK and abroad) who will be seduced by the idea of an over-specced but over-priced Morgan. Rather than identifying the price-point at which current and prospective customers will make a purchase and come back for more. Margins may suffer, but better than going out of business.
