The Psychology behind why we continue to buy 'Morgans' is worth a Thesis;
There is no need for a thesis on the psychology on why we buy Morgans. Simply put, we love the cars and that is deep-seated.
There is apparently an equally as deep-seated a psychological drive within today's MMC to distance itself and its clientele from the past MMC and its clientele. The logo stuff is its latest manifestation. The list is long.
The same advisory last week also pointed to the Lifecar as the new future and I hope that succeeds as well. In any event, none of this really matters as long as the trads keep selling so remarkably well and nothing is done to upset that.
There is no company in the world that requires its ties to its past to sell its products (trad or Aero) more than Morgan. From that point of view, one could consider this move, in the face of the most bouyant sales in years, as incredibly bold.
Lorne
