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Joined: Oct 2007
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Talk Morgan Enthusiast
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Hmmm, I am new to this having owned a Morgan (4/4) for all of 6 weeks. I like the fact that it is a "relatively" rare car and very much out of the mainstream. It gives me a vintage driving experience with modern reliability and corrosion resistance - I could have bought e.g. a used Audi TT convertible for the same money but didn't want just another car I could drive to work!

Also it interested me that that I could buy a 2-year old low mileage car for the same price as a 10 year old one, so there is soemthing unique going on here in terms of residuals, which is another part of the attraction of ownership.

Now I would not like MMC to go to the wall financially, in the way of many other small British car makers, so I actually care about the company (no such feelings towards any other car company I have ever bought from except perhaps Saab before GM). I want them to continue building and selling cars, and for spares to be available. BUT if they have full order books for the level of production they are happy with, a reasonable wait time unlike the bad old days, and an established if small market, then why do they need to increase their marketing?

The likely result of increasing the marketing spend would be to generate demand they can't match, decrease profitability (out of the bottom line), or force a change in production technique - and I think Harvey-Jones was already proved wrong on that one. What next, a rebadged volume "sports" car built down to a price?

Or perhaps I'm missing the point!

Cheers
Nigel

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Lorne,

(a) In my travels both at organised events and via the net. And yes, I would agree that the majority of owners fall into the "nicest bunch of souls I have ever come into contact with" camp. However, I assure you I have met others and find it hard to believe that in your contact with "thousands of Morgan owners I know and heard from", that not one has been a curmudgeon. oldgit wink

(b) New to Morgan car ownership

(c) "sales are up 40%", wonderful and can you tell me what percentage of this 40% are also 'new' owners - as in people who have never owned a Morgan before? Surely this would answer the question as to whether people outside the normal customer pool are being attracted to the product and what percentage they make up of the overall units sold.

"However, if sales rise and profits plummet, is it wrong to suggest that there may be problems and solutions elsewhere?" - GoMog (Lorne)

Not in the slightest. Surely one of the aspects of this thread was to discuss how MMC and the dealers can rectify this situation? We started with the premise of how to increase sales (obviously not at the expense of profitability) without having a large (or perhaps even medium sized) budget.

(d) "Simon, this is no longer a discussion about marketing. At a glance, it seems to have become a discussion about prejudice." - GoMog (Lorne)

I don't see this.





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Nigel, from my point of view Marketing does not necessarily mean spending 'more' money, or even increasing the Advertising budget significantly; it just means using what you have got more efficiently. The 'Waiting List' is part of the mystic of Morgan -'Hand Built' by Craftsman not Robots'. I think Paul mentioned a study that said "longer the wait, the greater the appreciation' or words to that effect.


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Hi Robert, I posted this earlier
Quote:
I'd also suggest anyone who bought a Morgan should filled in questionares/survey, such as hobbies, social activities, why do you choose Morgan, how did you find out about Morgan cars etc etc...and may be then some expert could extrapolate the datas given and target certain sector of population and market it accordingly ...MMC could also send surveys out to existing customers...
which is similar to your idea of a "POLL"

Quote:
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.
This is why marketing of the Aeros are important! Your suggestion of displaying and selling of Aero in BMW dealerships is excellent, but I got a feeling that the Morgan dealerships would strongly oppose the idea confused2


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Originally Posted By Simon
Lorne, (a) In my travels both at organised events and via the net. And yes, I would agree that the majority of owners fall into the "nicest bunch of souls I have ever come into contact with" camp. However, I assure you I have met others and find it hard to believe that in your contact with "thousands of Morgan owners I know and heard from", that not one has been a curmudgeon. oldgit wink

No Simon. I have never met or communicated with a single owner who would hide his mog or the marque. Owners are the most prolific sellers Morgan has, always been that way.

What I have met on sad occasion, are types I call "model fanatics". These are owners, old or young, Trikers or 4/4ers or Plus 4ers or Plus 8ers or Aero 8ers who dogmatically believe their Morgan model is the "best" and the ONLY choice. The very existence of owners who don't agree antagonizes them.

Happily, one sees less of them because they normally flock only with others of the same model and dogma. They invariably put their model before the community or company welfare.

That type has been around since 1909. They are best ignored. Many marques have them and they are a deep embarrassment at best.

Are these the ones you were referring to? "model fanatics"?

Lorne

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Judging by recent developments, I think a few might be relieved for the health of their 'Cash Flow', if they were 'Sold' elsewhere. Also, how many can afford the workshop/diagnostic equipment to service the engines.




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I've never been called a 'model fanatic' before Lorne! Bring Back the 4/4 Club ..........


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Originally Posted By Robert
I've never been called a 'model fanatic' before Lorne! Bring Back the 4/4 Club ..........

(GRIN!) Not to worry Robert. You can't be a model fanatic. A fun sense of self-deprecating humor is not a characteristic of the breed.

Lorne

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Originally Posted By SpeedMog
1. I am aware that the company mortgaged the premises and business etc to raise captial via I believe Lloyds Bank. However this is not to me 'selling' the business it is mearly raising cash on the capital you have.

Sorry for the delay Phil. I lost your message in the rush.

You are correct. It was Lloyds Bank. The MMC needed the money. They had gone through the legendary MMC reserves by then. Ergo they borrowed. I seem to remember that first loan was arranged at the end of 2002. They mortgaged everything..land, buildings, accounts, chattels for a total of 1,000,000. The interest service costs started then.

Originally Posted By SpeedMog
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.

Well..we have a difference of opinion. Borrowing for a specific investment can be opportune. Borrowing to cover operating costs is different. Most financial advisers would maintain that receiving a junk of interest every year on reserves is better than paying interest servicing a debt. In the first case, you have a large income and maneuvering room, in the second scenario, you aggravate the core problem by increasing operating costs with big bank interest and you run a deep risk of having the bank running the show if you can't cure your ills ASAP.

Originally Posted By SpeedMog
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.

Yes. That was three years after the first loan (end of 2005). Sadly, the second scenario I mentioned above did happen. It became imperative to buy out the bank. Frankly, I was inexpressively relieved that the sale was managed..t'was brilliantly done under incredible pressure.

However, I cannot agree that selling a business' land and plant is normally viewed as a "focussing on one's primary business". The simply story is that had to have the cash and that was the only way to get it. They rented the same oh-so-necessary assets back for a sum double the interest they were paying to Lloyds.

As well, I feel the analogy you used is not on point. I can agree and have many times pieced off and sold unnecessary divisions of struggling businesses. Even if there is a book loss involved, finding a way to operate in the black is key. However, I cannot agree that the only land and factory of an automobile company is an unnecessary division.

Originally Posted By SpeedMog
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.

I agree. I have no stance on another Plus 8. I am simply a messenger for others on that one. I was one of those, along with the Works, who hoped the Roadster would fully fill the Plus 8 gap.

The only thing I have never understood V8-wise is why the MMC would choose any engine that would not fit all Morgan body types. One can always fit a smaller engine into a larger space but one cannot fit a larger engine into a smaller space. doh

Originally Posted By SpeedMog
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.

I think you are right. All those plush baby boomers! It is that demographic that is increasing sales with no effort. The issue is finding a way to make money from it. So far that has been elusive.

Lorne

P.S. There are elements of these discussions that may be a little too detailed for some. I can appreciate that fully. If there is any distress, please send me or Phil a PM.

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The other point I wanted to make was with regard to what a business is about. The idea of business existing purely to make a profit is a bit Victorian in practice to me. There exists in practice a number of groups that influence the company and what it is about. Pure short term profit can be sacrificed for longer/medium term benefit to all these groups. One of these groups (e.g. a bank with a mortgage deed) can be more important than pure profit over a few years. This is stakeholder theory see Stakeholder Theory


Phil Egginton
1979 4/4 4 seater
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