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

Why don't they buy in MX5's just with the chassis, engine and drive train, for say £15k get the Malvern guys to fit a body and interior for £20k, get some German technicians to check every thing pre sale and Bob's yer uncle.

MX 5 dimensions 3,915 mm L x 1,735 mm W x 1,225 mm H

4/4 dimensions 4,010 mm L x 1,630 mm W x 1,220 mm H

Ok not such a bad idea, but the MX5 has a self-supporting body and not a ladder frame. How do you put a Morgan style coach on it?

Use the new Suzuki Jimny Ladder chassis instead 4x4 Mog

That's going to ruin 2 good cars

I had a lift home in a Susy Q 4x4 the other day and was surprised how good it was, not at all the hair dressers car I was led to believe it was.

The trip around the factory on Saturday was interesting and quite thought provoking. It’s been a year since I left and they have poured a fair bit of money into much needed improvements to the factory surrounds. Quite an emphasis go improving parking for visitors which just shows how much importance there is in the tours and shop! Record tour numbers a couple of weeks ago and far more tour guides than when I first started there.

But how will it look in a year or two time? Aero production finished, 4/4 engines coming to an end, steel chassis coming to an end.......three wheeler production sustaining them? I know that there are cars in development but we all know the length of time the factory take in getting cars out into production glitch free.
Until the new models are released, what happens to the workforce with less cars to build?

They are really pushing the brand..... Pashley-Morgan bikes 🙄. Haven’t they learnt from Charles’s attempt at a Morgan bike a few years ago? Maybe they eventually see the brand as being more important than the cars?

Interesting and challenging times ahead I think.

Wonder what % of MMC's turnover and profit the visitor center tour and shop/restaurant represents?

Also the unknowable impact on sales as a result of some visitors going on to be owners.

Hi Jay, yes indeed thought provoking indeed, changing times that Morgan will need to adjust too so that they can continue making our beautiful cars.
It was very interesting to note the 'age demographics' at Thrill on the Hill too most are over 50 years!

So how does Morgan appeal to youngsters perhaps lease / buy options as other car makers?

The market is changing rapidly and the standard fuel guzzling gasoline engine is seen rather like the smokers were some years ago...as an outcast!

Hybrids and EV is the new kid on the block, hydrogen fueled combustion engines sound nice but there is just not enough hydrogen filling stations...its advantage is range and instant fill up...and emission is water... and...no heavy batteries in our light sports cars...!

Mr Steve Morris, James Gilbert etc have one hell of a challenge and we were told that the R&D team at Morgan has grown a few more and greater interaction and knowledge sharing with the University too.

what we want from an engine is range, lightness, power, regulatory compliance, availability of fuel and one that brings a smile to our faces!

A hybrid that has a 20 mile electric range and a 2ltr turbo petrol engine might be a stop gap for a year or so...BMW ?

well the Q and A session gave limited 'political' answers in this regard...so we wait for the teasers videos just before the Geneva motor show?

Jays,

A thought provoking post. Seeing the Brand as at least as important as the product seems to work for others. Even Ferrari have gone down this route but of course they are a different case.
In the world as it is today, what can a small business like Morgan do when legislation decrees that they can no longer do the things that made them what they are in the first place.
The only thing I can see is a less expensive alloy chassis, if that is possible, allied to a small turbo engine but still with the trad body but perhaps with more super formed panels.
To survive I truly believe they have to have a unique product which will bring in new, younger buyers without alienating the current age group. It will also need to be very carefully priced as experience has shown that expectations in the upper price bracket are not met with the current product if, for example, one was to change from one of the 3 big German makers.

It's good business. Making a regular profit from small volume production of cars is demonstrably difficult to do. The tours and shop represent a steady income stream with a very low and predictable overhead, and as you say, an excellent shop window to inspire visitors to owning a Mog.

I know brewery tours are a useful adjunct to Adnams business. They generally seem to make about £5million annual profit on around £65million turnover. By my calculations they must turn over about £500K on brewery tours and Gin making experience, (not including the additional sales from the shop generated by the tours). Neither activity adds much to the cost side of the equation once the new visitor centre has paid for itself.