As you say Spencer, it's 2025 - meaning that in the same way you have a platform to grow your audience, so do others to communicate their opinion - even if it differs when it comes to the fundamentally subjective area of aesthetics. In my world of work (deep tech), I have established dedicated personas for sceptics and naysayers. We sometimes choose to educate them or counter them, but most of the time, we simply have to ignore them - they aren't potential customers but what they don't realise is over time, they will benefit. And that's okay. I have no doubt Morgan should do the same and be confident in their approach - but that doesn't mean they should be above any critique or understand that people have different perspectives.
There's also another concept in product management called MAYA - most advanced yet accepted. I think broadly this is what they are trying to achieve here with the SuperSport. Moving the game on, but still being anchored enough in tradition to be accepted as the next leap forward.
I admire the focus on dynamics and applaud the many improvements - even the subtle ones. The visible wood frame in the boot is just a wonderful feature. The new side screen mechanism is great. And I have no doubt that to drive, it will ride and handle significantly better than what has come before if it is even anywhere near the benchmark cars. Even the fact they do that is to be celebrated .
That said, I think the positioning of the SuperSport and execution of aspects of the product are somewhat "confused". The design, too, in a few specific areas, doesn't quite gel for me - a tricky balance of function over form while meeting the many constraints maybe. An example is the rear light placement and I'm really not sure about that hard top rear screen, at least until seeing it in person. It was met with a rather blunt "no, that rear is just... wrong. Horrid colour too." when I showed it to my wife. I like it way more than that, but the Midsummer had the same reaction, including the one on the Johnny Smith video.
So - the positioning. The focus on the Aston and 911 is intriguing as both of those will still require far fewer compromises than the SuperSport to use, particularly when playing the GT card and for longer trips. They have more usable space, they have significantly more convenience features, and like it or not, their brands have more of a luxury cachet for most people. Their powertrains are more special and less of a commodity - as very good as the B58 is - and they are engineered and built to cover a broader spectrum of capability. In the case of the Aston, they have more theatre.
To me, the cars that are closer to the SuperSport with it's very specific focus on dynamics (as in the videos and media statements) are arguably more the A110, Emira and Cayman/Boxster. All have compromises on space, some more than others, some have 2 fewer cylinders, but all have a greater focus on the smaller details that matter in a "driving focused" sense. Most weigh more. Some are going off sale soon. None are hand built, possibly hand assembled in parts at best. Some have special engines, some have manual options and some have great dual clutch gearboxes. All are produced in greater numbers by OEMs that have significantly bigger budgets and teams. They are however usefully cheaper - it would be hard to look past an A110R and another soft top like an MX-5 for the same price as a decently specified SuperSport. That combination covers a broader spectrum of focus, for sure - but equally comes with additional compromises. And that only considers two cars available from new.
Let's make that tangible with examples. I don't care about the mandated BMW gear selector and that it is auto only currently, but I do care that the paddles are tiny and should be better - more tactile, direct feeling, and engaging, but also longer and designed for use in harder driving. I don't care so much about the ability to make calls with the roof down, but I do care that the seats still lack a level of lateral support on the base when I'm being told there is a focus on getting on the power quickly through the bends. The wipers will still be prone to detaching, the fuel filler cap is still likely to be difficult to open.... As a sports car to be used properly, 365 days a year, in a variety of weather conditions, on long grand touring trips, these things matter.
Another example, moving the volume control and being able to skip tracks forward/back is an excellent enhancement. But all of those other options offer CarPlay or Android Auto meaning you can change playlists, albums or podcasts legally and on the move. In a time of voice assistants, that perhaps matters less and of course Morgan is correctly and appreciably trying to be the antidote to all that. A genuine alternative to the mainstream while remaining different and celebrating uniqueness. But it's another example of why I can't help but think it's a potentially "confused" product with awkward positioning.
The Four doesn't seem to suffer in the same way. In terms of dynamics, it punches above its perceived level now and many of the compromises are going to be the same with the SuperSport as they always were.
They are also being somewhat disingenuous about the price too - again, relative to what they want the car to be seen as. There will be valuable margins on the options compared to the base spec of course, but add the Nitrons, LSD, exhaust, forged wheels (£6k+ alone) etc and it becomes way beyond a stated £102k dynamics focused car, before adding paint, leather, box weave carpets, audio etc. It will be interesting to see how it compares in standard spec versus the kitted out spec, for sure.
To close what became a very long essay.. I can't wait to see the reviews and then have a go. And I still want one - soft top only. But not yet. It simply can't replace the combination of my nearly 7 year old A110 and manual Plus Four at that price. But, repeating my statement above, that's okay. It's not like they are targeting huge volumes anyway. There will be future improvements and developments, and I can't wait to see what they do next with it - and the other models.
I celebrate the progress. I admire the work that's gone into it. It's exciting and positive for Morgan and the car world. It'll also be an amazing ownership experience and I'm so happy you - and others - are going to have the joy of being one of the first on the road with something so new. Being one of the first 120 A110s in the UK is something I'll forever remember - test driving the RHD prototypes at Goodwood, going to the original unveiling at Geneva etc. But to not expect different subjective and objective opinions to be voiced? I think that's misplaced - just like it is with the trad and CX debate generally.
