Talk Morgan Forums Community The Malvern Arms What next Morgan?

I wondered when someone would check the date

Yes Jays, I was thinking April 1 as well but I do like the idea of a big Italian V8 in a trad.

+1

Excellent stuff.

As a business school type, this is an interesting management issue for me, but I shall have to comment with care less I accidentally upset Jays. I am not a troll!!!

MMC have survived when others have gone by finding a small niche where the big boys cant compete, and then keeping costs sensible and shareholdings in the hands of long term holders. They have real advantages with a system of light weight construction, and a non mechanised production process which is inherently flexible even if sometimes questionable on quality.But they have a disadvantage - the large number of apparently identical used Morgans that there are around. Lotus have the same issue with the Elise - why buy a new Elise at 50k when there is an apparently identical one available second hand at 30k. Sure there will always be people willing to buy new but the numbers are reduced by the large old stock and the lack of visual change over the years.

Which I guess is the reason why the Aero was invented. And the three wheeler brought back to life.

The key question for any new MMC car is the one of appearance. Do MMC stick to the style of the 40s even if as with the Aero its modernised a bit. If they do, then having got a 4 cylinder sports car and an 8 cylinder one and a 3 wheel 2 cylinder one, its difficult to see what next other than evolution of models that exist. I suppose they could use their big advantage, a simple easily changed production process , to make a 4 seater possibly based on the Aero and as a more serious attempt than the old 4 seater to cater for families. But in doing so they would be getting ever closer to the big boys.

My vote would be for MMC to revive the traditional British sports car in a simple non electronic form. By that I am meaning a modern design of the physical size of an MX5 but more expensive and special. Maybe using the roadster engine to give somewhere between 200 and 300 bhp/tonne. Proper modern suspension and brakes. Maybe even mid engined? In the old days there always was a ranmge of sports cars from say Midget through big Healey to XKs so I do see an opportunity for a light weight modern open 2 seater to fill the empty big Healey gap. And it wouldnt pinch Roadter customers - there are buyers like me who ( sorry Jays!) want something more modern and less crude than a Roadster without going as far as a new Aero.

IMO, MMC would be daft to put their limited resources behind electic or hybrid cars just yet. Petrol engines will last for a long time , and developing new technology is horrendously expensive. MMC dont even develop their own petrol engines - is now the time for them to risk everything trying to keep up with Honda and Mercedes? I think not. There will be time in future to buy that technology in from an outfit that doesnt make competing sports cars just as they do with modern petrol engines.

MMC have a big opportunity to grow without losing their soul. As I have found looking for toy cars, the choice is very limited indeed if you dont want the electronified output of a mass car maker.

For once, Howard, I agree 100% with you. Spot on analysis, I think.

Maybe like the SLR +4 Morgan shape?

Howard.....you haven’t upset me with any of your comments regarding Morgan even if I have a tendency to stick up for the factory.......you like everyone are entitled to your views. In fact I rather like your latest idea. Just hope that you eventually find something that rocks your boat and you can still get in and out of without a hoist 😉

Actually I have seen the same sort of concept voiced several times over the last 6 years. Every time it comes up there are a number of people who get quite outraged because they want Morgan to stay in the 50's because that is the way they like it. They have to realise that younger buyers have never even heard of a grease gun and always get their cars serviced at the dealer. I would also say that very few women, who are potential buyers of sports cars, would want to muck around with grease guns.

Making a car that is an evolution of the trad, say a mini Aero, would not be difficult but for Morgan there are two issues. Investment in the tub and the design are, to my mind not a major issue, 800 to 1,000 cars a year based on a new platform would pretty much justify the expense of development.

One problem would be to change production techniques to reduce costs to make the car affordable.

The other would be to find a suitable engine and electronics pack that can be dropped in to the new design. It would have to include ABS and airbags to meet standards that will be required, if not by legislation by the potential market. To do that Morgan really has to get into bed with someone and the choice of front engine, rear drive, vehicles to choose from is not so great.

The manufacturing philosophy would have to change from hand made to hand assembled. It would have to be arranged so that all body components are interchangeable and can be lifted off the rack and installed on the car without drilling a single hole or cutting sheets to fit. This does not mean robot assembly but it does mean accurate and precise jigs. It also means that any components manufactured in house have to match the template or be rejected. Instead of cutting drilling and matching parts to the body tub the body tub has to be produced to match the parts that will be bolted to it.

The upholstery shop would still stitch and fit the material but it would be prepared and laser cut for accuracy and consistency.

Once you have the basic rolling tub, cockpit, engine and electronics etc sorted out there is no problem dropping any body style you want on it. Look at the Aero and the Plus 8 as an example. And a hard top version too? Why not?

Just the way I see it. But then what would I know, I haven't been running a small car manufacturing business for 3 generations.

I completely agree with your thesis Peter, and for me these two points are completely inextricable.

Consistent construction of a simplified Aero platform with modular installation of a pre-engineered drivetrain is bound to be something that MMC have considered.