Personally, setting aside the obvious model line differences (Traditional style four wheelers, Three Wheelers, modern M3W, Super 3, Aero-based) for me the biggest lure is colour combination. What makes this even more challenging is that personal colour preferences tends to shift over time, so what I would have gravitated to decades ago, may not be what I would choose now. Add to that the interior leather and trim can alter the feel of a Morgan so drastically, the almost infinite possibilities offered to the first owner and it isn't too challenging to see why there can be a myriad of options in the used market... all vying for your attention! And, that is before we get back onto the topic of aesthetic modifications and the way those can alter the look, and appeal, of each vehicle.
I've told this story before but I remember speccing a car in 2009 and chatting with Matt Humphries about the options. I ended up asking him "when you designed it, what colour did you have in mind"; his response was akin to, "Simon, I'm a designer, we see everything in shades of mid tone silver because it shows off the lines the best." As someone who has agonised over colour choices, I could relate to this because gunmetal does tend to show off the lines of a car and not hide the design well.
However, with that said, I've owned an Iris Blue +4 SuperSport and a Sport Sand +4 and both looked just right to me. To my eyes, non metallic paints really compliment the traditional shape; perhaps it is the retro feel of non-metallic or it could be both of those tones I mentioned evoke classic cars but they really appealed to me. However, the Aero products I have owned have all been metallic; make of that what you may but to my eyes, Matt was onto something when he said he saw the Aeromax in gunmetal paint.
Model wise, I can see appeal in all of them; however, being realistic, I don't have the skills to keep an old 3W on the road, don't fit comfortably in the M3W and whilst I would probably fit in the Super 3, climate and time to use it make it a no-go. This leaves the 4W Morgans, all of which I can make a case for but it really boils down to how you intend to use it AND I can completely understand why people end up with more than one! They may look similar but they do offer differing experiences.
As others have said, the right Morgan seems to find you but for me, that takes 'the right' (to me) colour combination, complimented by trim, wheels and the little personal details.
