Talk Morgan Forums Community The Malvern Arms Marketing a Morgan Car

My deep apologies Simon. It was a long post and when you press the quote button on this system, it gets very easy to make a mistake on who said what. My comments on that remark should have been attributed to Aeroman and not you. I will edit the post (if I still can) with an explanation.


It is very hard to interpret Aeroman's words "Many so-called Morgan enthusiasts forget that MMC is first and foremost" as suggesting a Morgan owner's primary loyalty should be to his fellow owners. I see that your reaction to that is the same as mine.

I shall put the question to Aeroman rather than you. Aeroman, in light of your comment, do you feel that the first priority of the MMC should be to owners or itself?

Simon, Was I correct in attributing the quote below to you?


Do the millions Morgan-informed by my efforts make me a new owner or a Champion of the Holy Grail?

Lorne

Sure.

From this seat, it seems you are stating (with contempt contained in the "Champions of the Holy Grail" analogy) that there is a group of Morgan owners whose (undefined) purposes are served keeping the marque unknown to the public.

Additionally, you compare these owners to "new" owners (without a definition of what is "new") which implies the first group is made up of "old" owners (I guess). You maintain that, unlike the first group, "new" owners are enthusiastic about Morgans and want to raise its public profile at every opportunity.

Did I misunderstand you?

Lorne

Lorne,

Quite simply I have come into contact with some Morgan owners who are quite happy that their car (and by inference) the brand is (as I, rather ineloquently, said before, but hopefully giving a clear picture…) 'falling off the radar of radar of potential customers'.

Why this happens I am unsure; however, my belief is that it can be attributed to human nature and that certain people would rather keep what they perceive to be valuable to themselves. We could psychoanalyse this and reflect on whether they were taught to share as a child but I'm sure you understand where I'm going.

Some people like to share something special and some people would rather not.

I have been actively involved in Porsche groups and BMW groups and this 'type' (for want of a better word) of owner has existed in both of those communities as well. It seems to go hand in hand with ‘passion’ for a particular automobile.

I liken it to those who have art and want to share it with all and lend their treasures to galleries around the world; where as, there are others who view the public as unable to appreciate the true worth of the piece and use this to rationalise why they keep the art on the wall in their house, where no one but themselves gets enjoyment from it.

Why do I feel 'new' owners, for the majority, do not fall into the ‘Knights of Grail’ camp? Well, my guess would be (and again, I'm not a psychologist so I can't be definitive in my explanation) that they are excited and want to shout about their discovery from the roof tops: perhaps to counter any post purchase dissonance!

I don't really have an issue with people who don't want to share their car with the world (they bought it, it's theirs to do with as they see fit. I find it a little sad but who am I to judge?!?); however, I have noticed (and it has been expressed to me by a few whom I have met who fit this mold) that there is a tendency for this behavior to go hand in hand with a strange desire to see MMC fail. Whether this is to ensure that their car remains rare, I am not sure but there is almost a glee in the fact that Morgans are falling further and further from public consciousness.

Which brings us succinctly back to marketing of Morgan cars!

Obviously my typo confused you, so I'll let you see what I meant to say in full.



In any case, to take a small portion out of a long post and try and make an issue out of my Morgan credentials is really not what the thread is about. If I remember correctly, it is 'Marketing a Morgan car' and consequently, I am not willing to enter into a Richard Branson type of "Mine is bigger than yours" campaign or in your case "I'm a better Moggie enthusiast than you" type of debate.

Rather can I suggest that you read the many other comments I made on the issues, such as:



I have always found that the Morgan community is a very catholic one, and probably by the nature of the car it attracts individuals of quite often disparate views and personally I find this quite healthy. Obviously you have another view and like conformity of thought?

excuse my ignorance would Morgan have to pay to have their cars featured in magazines? or as i have always though been free if the magazine wanted to write about it?

Gotcha! Thank you. You missed the words underlined. Admittedly a huge typo. You will understand my confusion.

Then can we have it that you also feel the first and foremost loyalty of an owner is to other owners?


Aeroman,

You are trying to be provocative again!

Lorne

Lorne,

Kettle: Pot and Black, immediately spring to mind.

Brian

Some points I woulkd like to add to this debate.

1. I am aware that the company mortgaged the premises and business etc to raise captial via I belive Lloyds Bank. However this is not to me 'selling' the business it is mearly raising cash on the capital you have. I see it as good business practice if you need the cash for something to realise it rather than have it sitting around doing nothing. Lorne you say the company then sold out to a property developer. Once again I have no problem with this as good business practice. It is all about focussing on your primary business and getting away from distractions. Did you know for instance that in the 1980's one of the Uk's largest landlords and the largest lift maintenance company was... BT!! It sold off property managemeent and indeed lots of it's spare property to focuss on telecoms.

2. The issue of the Plus 8 has been mentioned in context of the German market but is surely a key influence to many markets. The fact that the Rover V8 was a tired out old Buick that simply could not survice in the modern world was something out of the companies control. I think the demise of the Plus 8 is a key change to come out of the last five years as well.

3. The other big change in recent years is the growth of the 'rich list'. More and more people have more and more disposable income at the top end. There is a boom industry in 'toys' for these as a TV programme (I think on BBC2) covered the other night. This demographic is one which undoubtably Morgan can appeal to, in particular with the Aero 8 with it's mix of modern and traditional looks. They all have two or three Ferraris and Porsche etc but few have Aero's. The appeal of an 'individual hand made car' could be high to this demographic. This demographic is a product of the late 80's and 90's.

In the thousands of Morgan owners I know and heard from, I have never met anyone close to that. Where did you find them?!

All I have met are super-approachable, inordinately proud of their Morgan(s) and show both at every opportunity. Overwhelmingly, the nicest bunch of souls I have ever come into contact with.


But Simon, all Morgan owners are like that. Whether they are young or old. Whether their mogs are "new" or "old", by any definition of those terms.

Can you define what "new" means to you for me. I still not sure what you mean by it. For example, in most of the world, any EFI Morgan is considered "new". By "new", do you mean a new owner of a Morgan or an owner of a new Morgan?


Do you believe that sales are up 40% in the last few years because "Morgans are falling further and further from public consciousness"? However, if sales rise and profits plummet, is it wrong to suggest that there may be problems and solutions elsewhere?


Simon, this is no longer a discussion about marketing. At a glance, it seems to have become a discussion about prejudice. With respect, as I suggested once before, it is best to get that stuff out in the open as quick as possible. Otherwise it just drags sadly on anyway using code words.

Lorne

After everything thing that has been written to date, nobody has actually asked 'Who buys Morgan cars?'

The answer rests with everyone of us, but it is not in the Public Domain therefore a Poll would give a indication, admittedly on a very small 'active' membership, of the socio - economic grouping; their preferences in terms of model etc., Reason for buying. All none attributable as per the Morganville site.

My 'Ramblings' on the subject. Society and its' expectations in their cars has 'moved on' since the late fifties, when I would think the majority of people became infected with the Morgan affliction. This I don't think generally applies to 'Aero' owners with certain 'gone Bush' exceptions. And there rests the problem in my opinion.

The Current 'Baby Boomer' generation is I believe behind the current resurgence of the 'Classic' models; the 4 Str. would appear to disprove my supposition. The next generation of 'first rung' Sports Cars buyers will expect the 'open air' experience, but with the level of comfort associated with a MX5 et al - Young Ones input would be appreciated on this point.

If MMC is to survive the MX5/Z3 route has to be trod; the re - born MG is also waiting in the wings.

The 'Aero' is in another league, many may aspire to own one, but cannot afford the new asking price. Its' market is out there and MMC have to realize that unlike the 'Classic' Morgans they don't have a captive market; they have to get out there and fight for their share of the luxury sports car market. This to me means selling the 'Aero' through different dealers primarily 'BMW' Showrooms, in particular Motorsport Dealers.

Credit should be given to MMC for not vetoing the placing of 'Display' 4/4's on cruise ships!