Talk Morgan Forums Morgan Sports Cars Classic Morgans (pre-CX) HOT TOPIC - End of traditional Morgans

I‘m so happy to have this Sigma 1.6 engine. Morgan could mount the Mazda Sky active engines from now on into the 4/4 and Plus 4 but I am afraid this solution could not last longer than for some years to come. Regarding the chassis let us hope that a downsized Aero chassis becomes cheaper if the numbers will arise. Morgan must have a minus 45.000 GBP offer. Otherwise they are dealing on thin ice.

I dont see wht there should be a higher price. The Lotus Elise is built on the same bonded ally chassis system and Lotus manage to sell it for £30k. So why cant MMC sell a 4/4 based on an Aero type chassic for the same?

Its a good business saying that a cost is a fact but a price is a decision. In other words the price of Aero models at the moment may not be about what they cost to make but what MMC can persuade people to pay.

+1
good post

The exterior styling of a Morgan is what people see. The mechanicals under the skin are not seen( but are the source of many myths).
Why bu6 a Morgan?
Style is the eye catcher. The chassis/suspension are outdated despite SLOW development tweeks.
The ride is a bit Marmite and, date I say it, unique. So, Joe wants a sportscar. Likes the way a Morgan looks. Test drives...gets a shock after his tintop. They might enjoy the “historic feel”.
Many will go away. They want a stylish car with modern mechanics and great feel, at a price they consider ok.
The Aero has shown how the modern twist can be done. It is only a matter of time before the old chassis/ suspension disappear or become a special build.
Why is the average age of Morgan owners high?
Cost, style, drive feel are top reasons.
Just imagine a Morgan driving like a Lotus with Morgan styling....
This is where the diehards jump in...

When the change occurs is the question.

If they could price the new alloy chassis classic Trads at the right level (with a nod to Howard’s comments on Elise pricing) AND improve build quality, they could do well.
The current Trads, whilst we love them for what they are, would put most younger car enthusiasts off after their first test drive.....and that’s before they are aware that they have to grease the front suspension on a regular basis!

It was always on the cards that the end was nigh for the steel chassis cars due to up and coming regulations. I heard that the development car was quite a revelation.

I'm in total agreement with Jays, Howard and Sospan....
Morgan has to evolve.

I've long believed that the Aero chassis, as in the S5, is the first stage of a model revolution that will see 3, 4 and 6 cylinder engines and some hybrid vehicles built on alloy tubs. I'm certain the use of ash coach built bodywork will remain a core part of a Morgan, and as long as regulations allow there will be cars like my Plus 8: Trad Morgan on the outside, modern, reliable and comfortable on the inside.

As to pricing, they want to emulate Apple, not Samsung. Both produce smart phones that cost roughly the same to make. Apple commands a higher price point because of its style and brand history. So they are more profitable.

MMC produces about 750 cars a year: expansion is unrealistic on the present site. So it is commercial logic to make those cars as profitable as possible. That means a product mix biased towards the more expensive cars.

A further thought on this.

Lotus sold the Lotus 7 design and rights to Caterham, who have built a successful business on it.

MMC might do the same, sell the 4/4 name and design to someone who wanted to continue production of the ladder frame 4/4....and in doing so get a chunk of change to invest in the next generation of Morgans.

When I bought my Morgan, I actually expected worse. The main attraction was indeed the style, but I also wanted the authentic, vintage feel from the chassis.
From a business point of view though, I must be a hopeless target market, although they all admire my car, none of my friends would buy a Morgan.
A modern (90’s technology ) aluminium chassis would certainly attract more customers. Most wouldn’t care how it’s made and have no idea what driving “feel” is.

That's a very good analogy. It could work this way... if Morgan's not afraid of it.

Perhaps Charles might be interested.......