…you only have to ask yourself what would you be investing in, the past or the future....
Thankfully, there is a place for both.
However, I would also strongly argue that in a market place saturated with similar bland, almost homogeneous, products, that offering something different, which appeals to the consumer, is an attractive proposition. Furthermore, when the market is universally slow, as it is, being able to stand out with an appealing specialist product is all the more commercially attractive.
Watering down the core DNA, moving away from what made the product unique, authentic and a niche offering would, at face value, appear to be a financial mistake. Lotus are doing just this by moving away from lightweight ICE engined cars to heavy EVs, which really seem to fly in the face of the Lotus ethos.
To my mind, Morgans have always been appealing cars because they were elegant and yet classless; akin to the appeal of the original Mini: owned by someone who saved to purchase it to the other end of the spectrum, the uber wealthy and adored by celebrity clientele.
If, as has been mooted, Morgan push the brand ever upward and aim to take a piece of the Bentley, etc. market, I think they will struggle. The Aero was a perfect test for this and as the price increased, so did the dissatisfaction from first time owners; more often than not, resulting in them selling up and moving on with bridges left burning behind them. An Aero at £40k is good value; however, at £100k+ customers start to compare it to other brands and their expectations increase accordingly. To my mind, the same can be said for CX platform cars… the higher the price, the more comparisons you draw to other products. As it stands, the body shape alone means it is challenging to make a direct comparison; however, if that is eroded, the comparisons start to be easier to make imho.
