This is a forum for Morgan enthusiasts and enthusiasts arent the best people to take a dispassionate view of anything.
For much of my youth, Morgan was a sports car maker but I dont think that they are any longer - the nature of sports cars has moved on and the styling of |Morgan resolutely refuses to do so.You only need to look at Porsche to see what I mean. When I was at university in the 60s the Porsche was of a similar performance and standing to the Plus 5 and you used to see them on the race tracks together. The Boxter / Cayman with which the latest Morgan competes on price is an altogether different animal.
As is the MX5 at the bottom end of the modern sports car market, a car which incidentally is available only with manual transmission by demand and which appeals to modern young people. .
The risk for Morgan is that they end up in a small specialist enclave in the middle of the market appealing only to those wealthy old men who like the faux 1940s styling. I dont know how long that market will last because men getting to the age where they finally have money to spend on a toy either do so on a modern offering or alternatively on something they wanted but couldnt afford as a young man. Hence the price of high speed Dagenham Dustbins.
Its sad but I see Morgan becoming an increasingly irrelevant offering and going the way of the many similar such British small car brands.. As the A! says " The brand’s challenge ahead will be to broaden its appeal to a new generation so that in 20 years the typical Morgan owner isn’t only in his 80s with a sizable pension, but also in his 40s with enthusiasm and enough means to carry the torch forward." Will it? Can it?
