I
Morgan survived for so long because the cars they produced were ridiculous, pointless and outdated; dinosaurs which should have died out decades before. Brilliant cars.
The ultra loyal buyers/fans/owners put up with variable quality and unfinished development.
MMC made special and unique cars, didn't care about competitors........because there were none....!!!
The Italians have invested millions of Lira and they need to make a return, or at least have the accountants show that the company is profitable enough is sell on.
MMC are now aspiring to place themselves at a very high level in a market full of very good competition, a market that they are not good enough for and also don't have the finances to compete in, a market which is saturated with expensive high quality cars.
The fact that 'legacy dealers' are being pushed out or are dropping out shows that the product they are being asked to sell isn't popular enough with the buyers to make a viable business.
Many of the established dealer network have been selling Morgans for decades, they don't need to stock new Morgans to survive, MMC however need the dealers.
I accept there's no going back to trads and 4/4's, the build costs are too high, there's not enough profit with the current business set up.
3 years tops.
Sold on a couple of times, dwindling sales, asset stripped, closed down.🤷🏻♂️
Sadly, I agree with Julian’s analysis.
Bud
4/4 - Stanley
