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 can't say how many new CX buyers have come to the Morgan brand. But I am one.
I came to Morgan because my wife really wanted a classic car. To make a story short, we test drove a 4/4, a Plus 4 and a Roadster at a Morgan dealer. None of them were for me. I just really liked the shape. The salesman was then clever enough to offer me a new PlusFour to test drive. And that was exactly my vehicle. It looked like a classic car, new technology and acceptable comfort.
I have a lot to do with the automotive industry and its suppliers. So I was familiar with the Morgen brand. What I didn't know was that Morgan still exists and still builds cars.
I've said it here before ... the market for 1,000 cars a year is there, even in the price range. The living Morgan brand and its products need to be publicized. That is a marketing task.
And that's where Spencer comes in. That's what Morgan did cleverly. I've always admired the great photos he's posted here and on Instagram. I'm sure that's how Morgan became aware of him and the marketing department worked with him to create the very successful video. They use a very satisfied customer as an ambassador for the brand and the products. For me, this is definitely more coherent than the path Jaguar is currently taking.
