It does seem that Morgan themselves seem to be handling more sales directly with the customers, indeed actually encouraging this whole purchase experience. Good some might say, but the dealer network is mighty thin on the ground and if they Peeeeee! the dealers off then those dealers will be forced to look at shifting allegiance brand wise. They will have no choice as that loyalty could break them.
Looking at what sells at the dealer end are ex demonstrators and cars they were obviously forced to buy in for stock. This is a reflection of a minor manufacturer, where a large producer would retain ownership until the sale, offer discounted prices on older stock or sales incentives via a bonus systems. This causes the Morgan dealerships to suck up the depreciation costs internally and quite honestly they can't afford to do that. Look at the site here, talk morgan, and see the trad owners that are trading up into the CX and newer cars. Mainly all are buying what is in effect a car at a bargain price compared to what it was less than a couple of years earlier and only a couple of thousand miles registered; not even run in and the initial issues probably all sorted out! If Morgan think or indeed know that they are getting things right then they are clearly targeting a different market sector, but two glaringly obvious problems are shouting from the tops of the Malvern hills. Where is the service and repair facilities that Morgan can provide for these highly technical cars and Where are the skills at dealership level to support them. I owned BMW cars since living in Germany in the 1970's and my last BMW was a 2012 registered car bought new. It is the last BMW I will ever buy (sold long ago) as quit frankly the dealers are stealers in every respect! They certainly fail to fix your car, can't even carry out a successful service without causing a problem or damaging something and then expect you to pay them to sort it out! Damn good luck to any idiot that buys a CX + Morgan with BMW running gear as sooner or later you will end up knocking on the door of the shiny glass building with the B+O television and expensive coffee machine that incidentally despite its cost still makes crappy coffee..... still, they're used to sub standard service so that should fit in well! If their so called highly trained technicians fail to provide a good service to customers of there own brand vehicles then how do you think they will cope with your Morgan when it arrives on their doorstep!
Bet you some of these new CX and beyond owners have already been directed in that direction...... Oh! Deep joy!
