Who is this messaging really targeted at. Those that have a Morgan know all they need to know to make a informed decision as to what car they want next.
For someone new to the brand entering a Morgan showroom will probably struggle at first to differentiate between a trad and a CX except on price and even that becomes blurred with late trads and early CX's as the prices come closer. So price maybe a driver of which Morgan they go for.
We have all experienced this, when you park up people want to chat about the car, its usually those of my own age that tend to know what a Morgan is. The younger families tend to ask is it a kit car, how old is it, what engine is in it they have no knowledge of the brand, just attracted to what looks like a 1930/50's shinny vintage car. It's not fair to generalise, but in my experience it falls into 2 camps they either know the brand or don't and with the younger generation it tends to be more of the latter.
I would be interested to know how many of the CX buyers are completely new to the brand and how many are trad or repeat buyers. The number (very similar to trads) of really low mileage one owner CX's that come on the market (age profile of the owner would be interesting) and if on some form of finance, do they at the end of the 2/3 year period, repeat buy another CX. That's the type of brand loyalty that Morgan needs to create, as I would think the size of the potential Morgan market at the current price points is not that great. and its much easy to sell to the converted than try a convert someone to the brand.
I would love to understand (and only a salesmen would know this) how many people know the brand and basically what they want when they walk into the showroom as opposed to those the salesmen converts into sales.
I tend to think. you are either (as with other brands) into a Morgan or not as the case maybe , and wonder whether the CX cars engender repeat sales like the trads used to do, But there again the trads had quite basic and unique features and driving dynamics not available in contemporary cars so more difficult to compare. therefore often didn't bear the same comparison.
Whereas, CX cars with more modern build and much higher price point come closer to comparison with many other brands and therefore how it then fairs.
If you assume a lot of the low mileage one owner cars exist because the Morgan was at one time a potential investment instrument, somewhere to put your money and potentially make a return, those days seem to be behind us now, so how do you recreate that potential market. Low volume specials may do if they prove to be a sound investment, interesting times ahead,
I did smile at the video, having had soft tops cars all my life, the very reason I have them, is the rationale he used for a Morgan.....you experience your world around more, you smell the fields etc, etc. even in a Mercedes Cabriolet or an MG Midget. Morgan doesn't have the monopoly on this.
Last edited by JohnHarris; 11/12/24 08:55 AM.
