One major reason that Morgan has survived is that they've seldom had any direct competitors, and thus have appealed to those who look for something outside the mainstream.
Trad. road tests were invariably critical of the suspension but usually concluded that there was nothing quite like a Morgan and that it had a certain something that you couldn't find anywhere else.
Now that the company is no longer family owned, one aspect that made them "special" has been removed. Certainly it was something that was usually referenced in a positive way in most articles/road tests.
The only way they will survive long term, as an independent, is if they remain substantially different from their potential "competitors" so that direct comparison is avoided.
