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This reminded me of Harley Davidson motorcyles, low tech. and expensive(I had two), they'd say "Its a way of life" ....you keep your Harley or buy another, they are far more popular and could easily relying on existing customer base for long term business yet they still actively advertising on various bike mags....may be its time for MMC to learn from Harley on how to market its products

Kin, Harley Davidson as a company make a very interesting study. Going back 15-years ago, I studied them at university and the way the management turned the company around by embracing (and facing) some very tough decisions and new methods is impressive indeed.

Here is a brief synopsis of some of the modern practices of Harley Davidson company .

You're right, there are some definite parallels between Morgan Motor Company and Harley Davidson. Equally, there is much to be learned by studying how Harley overcame the weaknesses in their business.

Mind you, Kin "Hardly Drivable" are presently laying off workers and on short time!! Also they seem to make more effort to sell their accessories than their bikes(Probably a good idea!)I'm not sure therefore I'd like the MMC to follow their example!!!I would prefer that MMC keep everybody fully employed and the order book growing.

I do confess that the garage at the country seat does contain a BMW R1200RT so perhaps some bias is present!

Robbie, they may have now lost their way a little because I would say lay offs and cutting working hours should be a last resort for any company. The right people are your greatest asset in any business and by limiting their effectiveness, you are (generally) hampering the chances of any improvements every achieving what you wish.

That said, Harley's turn-around in the 80's was something that can be learned from; perhaps, over 20-years on, they themselves need to take a look at their past and learn from it?

PS – I actually not a fan of the HD product, I just believe they illustrated how a traditional company can embrace the strengths of their business and also learn from modern practices – melding the two to become a strong commercial force.

Morgan Motor Company have many of the same strengths as Harley Davidson - not least a product with history and probably one of the most loyal customer bases in the world

Hmm..I suppose the workforce is so large now, certain number of production must achieved before it breaks even
I was suggesting the marketing idea by Harley, but MMC does not have to take on more workforce to keep up with demand, they just let the waiting list to grow longer

...and the HD 'Aero 8' is called 'V-Rod'

I don't expect MMC to have multi-million pounds budget to spend on marketing, but certain amount of stragetically placed advertising in mags would have help and does not cost a fortune i.e. Aero 8 in EVO/Topgear Mags and Cheshire life mag, seems only the very well heeled people read it

I had a 1550 screaming eagle Fatboy and one of the very first V rod which I later sold it for a small profit

A page in EVO costs 4,500 GBP. One magazine and one page will not be enough. Furthermore, so far about 500 Aero 8s have been sold but not in UK only. How many countries? How many magazines? I don't know. IMHO it would cost a fortune.

Marketing is an expensive business, and verifying the impact of marketing campaign is still very much the holy grail, and an inexact science at best at present.

'Above the Line' campains - i.e. campaigns in print media on the TV, PR at shows etc is all good solid stuff, but it is expensive and it's hard to judege the impact a lot of the time.

I think Morgan's best option is 'guerilla' advertising, not so much in terms of flyposting or that kind of activity, but in terms of using it's connections to get the cars placed in popular, widely seen places.

Much as many of us will roll our eyes at the mention of Cannonaball etc - this is the kind of thing where minimum expenditure for the company, can have very widespread exposure.

I bought my Aero after seeing a Morgan meet at Le Mans and deciding I loved the looks having seen it close up. With the Aero I think this could be a particularly stron way of improving sales - just getting the cars out on the roads being seen at events generates interest, and from there its a shorter jump to selling..