Talk Morgan Forums Morgan Sports Cars Morgan Aero 8, 2012< Plus 8, SuperSports, Coupe & Aeromax New Aero 8 Price Differential!!

Hi All

I'm thinking of going for a new Aero 8. I only sold my S3 last Saturday and missing it already. However I have a question that I can't seem to fathom out or find answers elsewhere and I wondered if anyone had any inside information or had heard anything elsewhere. The question is this;

The new Aero 8, to all intents and purposes is the same car as the Aero SS and Coupe, same chassis save for some tweaks, same body save for a new back end and a little less body working due to it being a true convertible. Talking to dealers the price of the new Aero 8 is likely to be £66k (exc. VAT). The last price list I saw for the SS and Coupe quoted them at £105k (exc. VAT) and £83k (exc. VAT) respectively. I therefore can't fathom out the price differential between the SS/Coupe and the new Aero 8 other than;

1. Costs have been cut by taking out of the car (i.e. components, using cheaper components and renegotiating costs on the same components - that would be some renegotiation!) Therefore is the new Aero 8 an inferior build underneath?

2. The margin on the SS/Coupe was far higher. Maybe because MMC didn't expect to sell many whereas with the new Aero 8 they expect to sell more, far quicker, hence economies of scale.

3. The basic/standard Aero 8 is a stripped down standard SS/Coupe and you build it back up using the Options list.

I can't believe reshaping the rear and removing the roof (or in the case of the SS the Targa top) would save £17k/£39k. Does anyone know anything or heard anything on this topic?

As far as I can see it is mainly your points 1 and 3.

They have made some significant design changes to the suspension to reduce costs and I can well imagine that there are many small changes to reduce the cost of the tub etc.

Almost everything is an optional extra. By the time you spec it out the way you want it most of the price difference disappears.

As far as reducing margin is concerned it certainly seems that way on the basic price, which represents a change in marketing strategy for the Aero, but then they expect to pick it up again on the options.

Exactly as Peter says - once you get into speccing exactly what you want the price will rise quickly - an auto was a no-cost option of the SS for example.

The price of leather "upgrades" (both colour, stitching and inserts) were relatively cheap on the SS. Side pipes too weren't expensive.

It looks like Morgan has adopted a pricing structure more in line with the industry norm.

And it's probably worth remembering what a huge hike there was between the price of Aero 8 S4 models and the SS. While you got a much better trimmed interior (still some of it at extra cost) and more sophisticated doors (if they fitted) this is where the price anomaly was introduced.

IMHO this was a mistake and the money would have been better spent on a an improved Aero 8 S5 with a re-worked rear end, a better hard top, and a GT3 model if you wanted to spend £100K or so.

I've been talking to a dealer and it would seem all of the three points are valid (apart from the new Aero 8 being an inferior build underneath) and that this is most likely a conscious effort by Morgan and their marketing to correctly reposition the Aero to where it needs to be.

The margin may be lower but overall if they sell more cars, they can hit their target and the Options will help with that. Makes perfect sense to me.

Some of the engineering/technical tweaks they are making to the new Aero 8 also sound like a step up (rather than it being inferior) which in my view is a real plus, particularly if they can sort out a hood that doesn't leak!! The suspension modifications also sound like a real plus.

All in all it's sounding and looking like Morgan are repositioning the car right where it needs to be with a better product through evolution, correct pricing and the extra trims for those that want it and have the money.......but if you don't want it or it's a stretch......you could be in a new Aero 8 for £80k.

I don't think anyone will be able to buy an Aero for £80K - have you factored in delivery charges, taxes etc? And taking no options at all is almost impossible - would you want a car at that price level without airbags? Or a stereo?

And you can get a rather well-spec'd new Jag or Porker for that sort of money which is still going to prevent too many new owners from the class of 'the normal motoring public' from moving into Mog ownership.

Looks like most will be in the £90K - £105K range on the road...

However, although I like the old suspension I expect the new design is both better and cheaper. Can't wait to find out more and see one (finished).

I do like the more developed list of options and some of the more sophisticated bits - just not the prices for stuff that should already be there!

I bought one of the last Aero 8 sold it last year and have regretted it ever since.

When I bought mine I couldn't believe the jump in price from the Aero 8 to the SS. Unusually it's more to have a car with a roof, and I did say to MMC it was a bad move ceasing production of the Aero 8.

I suspect that at the time someone in MMC had seen 100 Aeromax's leave the site at £100k plus and thought they had found a new market and for this to existed they needed to drop the Aero 8.

I've driven a mule with the new suspension set up, the front is a great improvement and the rear still needed a little work but with the summer and some more road miles they'll get it right. It maybe cheaper but from what I've seen so far it will probably be superior.

The new car from the mock ups and Geneva cars is more thought out and a development on the S4 aero, I put my money where my mouth is and placed my order at Geneva, and I'm now suffering from the wait.

I think that overall they have made a good move.

It is common to have options these days and the base price is a lot more accessible. It takes it out of the expectation level of a Porsche 911 in terms of quality (well I am going to say that so lets see how they fair!)

I agree with Asbo re the expectation set by the fantastic sales of the AeroMax. The SS came in above this which was wishful thinking. The Coupe droped to £100k sort of.

The Speedster and new Aero seem to be realistically positioned for such a handbuilt and personalised item. You can pay more for a lot less car without any trouble. Spec up a medium engined Five series and watch it climb, Same with an Audi S7.

Well done Asbo. Actions speak louder than words. Another Mog enters the top of the sales chain to keep things moving in five years.

Some interesting debate and all relevant. Not sure delivery charges and taxes will put someone off buying an Aero 8 mind when they're already stumping up £80k+ Wisco's but I take your point mind. A stereo is a no go for me I'm afraid.....I prefer to listen to the engine.

I'm fortunate enough to finally be in a position to choose what car I like. I looked at a new Porsche 911 Targa 4S, a Jaguar F-Type R and as a wild card a BMW i8 (don't go there.....I thought I was in Logan's Run for anyone that can remember that!!).

You hit the nail on the head though Wisco's.....too many "normal motoring public" choose to drive those cars (i8 maybe not! and other MOG owners who also have one of them) and I couldn't bring myself to do it so I've reserved a build slot on the new Aero 8 this afternoon.

So.....now the dilemma.....how to get through the next year!!

I definitely intend to buy one but after rushing in to buy the plus 8, this time I intend to wait until I have at least seen and driven a finished car.