I would love to see the demographics and age profile of new Morgan buyers, and whether they are completely new to the brand.
A very interesting A! piece of regurgitation, I've always found following the money, is one of the greater indicators of whether, we will experience a stable, or growing or declining market at a given price point. Morgans IMHO often appeal to baby boomers that have a comfortable lifestyle, are sufficiently cash rich (often utilising a tax free pension draw down or a cash inheritance) to indulge a life times desire. An asset that in the past has proven to weather economic cycles and maintained it's value.in the main due to demand outstripping supply.
But that market place is literally dying out, and being subject to increasing more taxation now and in the future of its financial resources, sucking available money out of the system to fund such indulgences. Whilst, they are making no more classic Morgans, the current market doesn't enjoy the same market supply conditions of the past. literally a new Morgan can be delivered quite quickly in a matter of months rather than years, so there is no real pent up demand as in the past..
Secondly, are we seeing a more subtle change, as more Morgans are being ordered with automatic gearboxes, does this reflect a more longer term shift to what many may consider the quintessential properties of a Morgan, potentially sidelining manuals further, especially on our modern more speed controlled crowded roads. I know this will be controversial to many, but are automatics making the brand more widely accessible or less so, I go with the former, as modern automatics especially with paddle shifts, cruise/speed control can be just as rewarding and less tiring to drive and make it easy to drive in the increasingly growing variable speed controlled roads. The current automatics are faster accelerating and more fuel friendly, than a manual.......no longer one of the historical down sides of automatics and .those with a weak left leg can still enjoy Morgans.
So I'm not so sure of the future market especially for more modern classic Morgans as the A! piece would have us believe, I think modern engine management systems will increasing fail or undermine the engine longevity by recycling spent gasses, especially in the disadvantageous low usage environment of most Morgans. I also feel that the older simpler Morgans will be priced off the road or increasingly banned from urban conurbations etc.due to emissions.
To survive long term I believe Morgan has to go much further upmarket reduce its production levels making it more exclusive and, beyond the means of many of the current customer base. Customers who are wealthy enough to indulge flights of fancy and less subject to everyday financial constraints. Where that leaves the current market who knows, but I'm a little wary of journalists trying to talk things up, often from a background of self interest.
Last edited by JohnHarris; 10/08/25 09:39 AM.
