Building on what has been said earlier here are a few of my personal opinions as one of the other younger (29) drivers on the matter. [warning, somewhat strong opinions
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Deciding upon buying a Morgan was actually a convergence of multiple ongoing "trends" in my life.
1) Aesthetics:
I always have been in love with the Mercedes 540K Spezial Roadster of Baroness von Krieger. Obviously a Morgan is somewhat similar in style and immediately resonated with me.
In contrast any Porsche besides the absurdly expensive ones like the 918 Spyder just look like an elephant took a dump on a VW Beetle from the 50s and the roof collapsed, to paraphrase Mr. Clarkson. Also there is this 'boring lawyer' cliche and at least in Vienna there are so of them
Meanwhile all the Japanese sports cars like the GT86 and MX5 are getting better designwise but they still dont have a soul to me.
And I wouldnt spend >5k€ on a modern car as a cheaper middleground where Iam not in love with the aesthetics. I just wouldnt buy anything at all, then.
2) Disregard for build quality in a "just-for-fun-car":
Disclaimer: I have not the first clue of the engineering / mechanics involved, so I am definately not a spanner juggler.
My first vehicle after turning 16 was a secondhand Italian Cagiva Mito 125. While everyone already arrived at home after school my mate and I sometimes had to spend ~20mins to remove the spark plug, inject petrol into the cyclinder via a syringe we always had to carry with us. Or the shifter would suddenly break while in third. Or water temp reached >100°C for no good reason. The list goes on.
Still great bike when it worked, though. And you always have a lot of anecdotes to laugh and shake your head in amused disbelive about "what have those crazy Italians done this time?".
Therefore I wasnt negatively suprised that it rained on my legs through the brand new 2014 Plus 4 we had as a rental car. Or that my Plus 8 lost / regained all dashboard instruments over the course of 20kilometers. Thats all part of the adventure. If I NEED to arrive on time Id just take the beamer or a train.
3) Usable Performance / Drama:
At age 20 I bought my first real bike (91' Honda CB600R) and soon discovered that you could not really use it on Austrian roads. If you want to feel some exitement youd have to go a bit above the legal limits of traffic.
The same is true for my 330i. If you want to feel something or just hear the brilliant R6 scream a bit, you can only do that for 2 seconds untill it becomes illegal.
In the Morgan however I can feel like riding a rocketship even though I might only do 45mph. I want to feel like going around Le Mans in the 60s, not actually do it. Iam not a race driver, nor will I ever become one - based on pure numbers I will never be "fast".
4) Affordability / "Investment":
Even being somewhat ambitious, Id never expect to be able to pay for the above mentioned Mercedes 540k Special. So like everybody else I browse for cars in a certain budgetary range.
Buying the car, exporting it to Austria and fixing the biggest issues has cost me a total of roughly 50.000€ for which I had to save up over the past four years. (Including the 6,25k€ tax)
Annual maintenance will be at around 1k€ per year, plus double that for "stuff that just breaks" each year. That being said, a Morgan specialist in Austria is actually cheaper then an official BMW dealer in Vienna and much, much, much cheaper then Porsche or Mercedes.
Other then Petrol and another garage there are no additional costs for me, as I can share the number plate, insurance and tax with my BMW. So in terms of running costs its actually not that bad. This year I already did 1200 miles of my ~2000 miles forecast without any incident.
Generally, I dont see the car as an investment, however I still have a pragmatic approach to the second biggest purchase in my life: Renting a Morgan for ~2000miles would have cost me somewhere around 3500€ a year plus Petrol etc. (700€ for a Plus 4 over 5 weekends). If I would be able to sell my Plus 8 for > 40.000€ in five years it will be on par with just having it rented. If I accumulate even more mileage, I would even have saved money.
Judging from the fact there is currently only one Plus 8 on offer for 75.000€ at Morgan Austria, which has a similar spec to mine I have the illusion that I can easily achieve that.
Especially now that there will not be new V8 powered trads.
Also I didnt have anything else to sensibly spend the money on. Interest rates are bad, Iam already invested in cryptocurrencies to the extend that I can afford to burn money, buying stocks other than some boring passively managed index fonds seems stupid to me and paying back my mortgage in 2043 instead of 2045 is also not keeping me motivated to get up in the morning.
5) "Notariety"
While I do love to see a Maserati, Ferrari or Lamborghini on the road at least here in central europe there is a certain amount of class envy, where people would see you in a negative light arriving in an eccentric sports car without even knowing your circumstance.
Even though I am privileged to have a good job, I still had to work hard and long to afford this dream of mine. I dont want to encounter the - unfortunate - negativity of other people for looking like some millionaires spoiled brat. I dont want to be raced by 20 year old BMW on each traffic light either.
Fortunately this doesnt happen at all in the Morgan. Even non-petrolheads smile and give you compliments, bikers talk to you at the traffic lights as they tend to see you more as a (positive) freak keeping alive an object of beauty instead of rich poser. Last Weekend even a garbage collector on a sunday stopped his big lorry to give me a thumbs up. People also tend to be more considerate of you in dense traffic.
So to sum up, if Morgan can find enough persons globally that meet all the following basic criteria they should do just fine selling new cars and on the second hand market:
- loves the vintage aesthetics
- has a "the route is the destination" type of attitude to reliability and performance
- already have a daily driver, so no dependency
- has either inherited enough money or is within the top ~6% of income, which statistically is anything above 60k€ gross/p.a. in Austria (~430.000 people out of 9million)
- has enough stamina to keep their dream alive and work for it
My 2€cents.
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