The way I see this, is that Morgan decided to abandon the customer base which kept them in business for over a hundred years to chase a new customer base, which they created in their heads but actually might not exist.
It's simple enough. Find 800 or so customers a year, who have the means, but also the understanding of what owning a Morgan entails. If Morgan can't deliver against that target with the CX and 3W, then it will get tough.
Having the means is one thing. Living with a Morgan is something else.
How many Trad owners I wonder, would have bought a new Trad, but won't buy a CX.
I'm such an ex owner... and yes, the market they seek to address may well be illusory. A new 2024 Porsche Boxster S or a new 2024 Morgan Plus 4, about the same price. Which would you chose?
I sold my 2014 Plus S and replaced it with a 2016 Boxster S that cost me £6,000 less, has annual road tax of £280, not almost £600.....and needs servicing every 2nd year.
A used approved Boxster comes with a 2 year "Porsche Almost New Car" warranty, extendable until the car is 15 years old.
Morgan needs customers who might have bought a Porsche 718 Boxster or Cayman. The buying experience is VERY different and customer expectation far greater than Morgan can deliver, because they don't sell enough cars to support the overhead needed to provide the Porsche "Buyer Experience".
