I can sort of see where Morgan is going. The current CX has gone up a few notches in regards to fit/finish and the cabin is by far the most 'luxurious' they have made to date. Back when I bought my 4/4 the term luxury wasn't something I associated the brand with but hand made and craftsmanship was there in spades.
With that said, I do sort of see where MMC is going. There is a huge desire within the luxury segment for personalisation and craftsmanship. If I look at Bentley, which I know very well, the customer base has craftsmanship, bespoke and handmade at the top of their wish list but above all that, it's the experience. The typical client has multiple cars and some with full collections. Many would argue that a Bentley is a glorified Porsche (GT/Flying Spur) or Audi (Bentayga) which couldn't be farther from the truth, and yet sales are very strong. It wasn't always like this and it took a massive shift from what was once viewed as a traditional Bentley to what we see today. I am certain the traditionalist didn't like nor purchase the 'new' Bentley but the brand would never have survived if it didn't change. Those who did moan were likely never going to buy a new car even if it was the traditional one they knew and loved.
I see a lot of parallels to what MMC is going through now. Porsche did this when they moved to people carriers, Hyundai when they launched Genesis etc.
The direction they are taking the brand image and their products look to be well organised and I can see what they are doing. IMHO the piece that is missing and needs to be addressed quickly is the experience side of things. Walk into a Porsche dealer and straight after a Morgan one. Sadly the brand image for MMC doesn't match that with the experience nor the brand positioning they are putting out there.
