Julian ... I can see where you're coming from but:
A goodly number of Supersports sales will be to former trad 'old crusties' who need something more civilised as they become less robust.
Plenty of older drivers have embraced serial upgrades as new models have appeared ... and will embrace this one.
As a company that trades so heavily on it's history, seeing the trad cars and old three wheelers out being used (and abused) gives legitimacy to that sales pitch and stops the cars becoming an empty stylistic pastiche.
When the ex-Aston and ex-Porsche owners have done their 'morgan-thing' and flutter off to whatever the new thing is, the drivers in the first two categories (and their successors) will still buy Morgans.
If the company are smart they'll spend a little of their PR budget generating a 'clubbie' group for the old cars, encouraging their use and building that 'family' connection from the oldest three-wheeers to whatever the last model was ... the best of their target demographic want 'experience' more than 'things' ... and that history and us old fossils that drive them is a priceless resource ... both for cynical marketing purposes and in genuinely building a brand that has real value for the customer who's tired of fancy appliances.
K
I agree with so much of what you say. However, investment into a dying market has to be measured by cost benefit. As a company I know they are invested in all their customers, young and old. Yet as a strategy for future proofing, the young (30s-50s) are the people to appeal to. If I were Morgan, ensuring a mix of exciting and unique cars, with a breadth of appeal is a solid strategy. S3, Four and Supersport as the core range, with short runs of bespoke and unique crafted builds like the CXT and midsummer.
