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I couldn't agree with you more Phil. The community reaction to the Aero largely mirrors the reaction to the Plus 8 40 years ago..or the 4 wheeler 72 years ago. Even I have heard a growl from some about the "Morganness" of one of my mogs, a MMC one-off signed by all the staff of the company! (wry smile)

There is always a those who wish to deny a car or an opinion they don't share.

Despite all that, a glance at the huge size of eMog (and its many Aero members and racers) indicates that for most of us, people are more important than cars or opinions. With that in mind, I am saddened to read you found the eMog group "disgusting".

Lorne Goldman
GoMoG Webmaster
eMog Founder

I think the aero was the best move forward The MMC have made. They have bought what could have been a dying company into the 21st century. Young people these days, though impressed by a traditional Morgan cruising past them on the motorway, would be much more excited at the sight of an Aero 8. They are rare, unconventional and have character!

as for the MMC marketing to the younger generation, i think this is the perfect way to publicise the aero - it was bourne from its designer as a car to rival company's such as Ferrari and Porsche, popular with the businessmen of today. Cerealsurfer is a perfect example!

however, you were mentioning the riff opening between traditional morgans and the "aero people", well i can see what you mean but i know several traditional morgan owners who traded in to get an aero and my dad bought an aero last year to add to his growing collection of Morgans. so there you go...

Cereal is the "perfect example"?!? Surely he is an old man - he must be nearly 30

I would agree with much of you sentiment, although it would be wrong to call MMC a company that "could have been dying... into the 21st Century". Morgan were, and are, very successful with Traditional cars - in fact, they allowed for MMC to develop the Aero. In essence, they are the parents of the modern 8; both paving the way for it and allowing it to mature while being protected by the financial stability they brought to the company.

However, I do agree that Morgan needed a fresh product to entice younger owners to the brand. While I find Trad cars beautiful, I do feel they do not attract the same demographic as 911s, M3s, pre-owned Ferraris, etc, namely 30-something owners. The Aero 8 does! Think of the Aero as the beginning of the life customer life cycle (it captures the imagination of a younger driver looking for individuality, hand built quality, performance, soul, sense of occasion and yet reliable (unlike so many British 'sports' cars) - it imho, is the hook that captures a demographic that Morgan have ignored for 30+ years.

This is the reason I believe the Trad and Aero function so well together - they appeal to different groups for different reasons. I for one would own a Trad for the sheer beauty and nostalgia of the car; however, the Aero appealed to me because it was different and yet had modern reliability and safety features, had wonderful performance and handled well! In other words, it generally did so many things that other more clinical sports cars do yet with a massive sense of occasion when you got behind the wheel.

The Aero will entice new people to Morgan and once in, I have no doubt they will be equally smitten by the Trads; however, were it not for the modern upstart, they may never have considered the brand in the first instance.

(hope this makes sense, I'm tired and glad it's Friday!)

yup - cerealsurfer IS the perfect example!
and i agree with you exactly - you've got it in one!

'A Morgan is a Morgan is a Morgan.......... '

isn't that taken from a poem....except the original was "The earth is the earth is the earth......"

We're all car enthusiasts, in the end. This goes broader than Morgan - Aero owners by and large are enthusiasts too, just like trad owners are. Thus common ground should be easy. Passed a lovely Plus Eight the other day and exchanged big grins and waves. Long may this continue.

Yes, the demographic for Aero owners is probably different. I am 30 and an ex Porsche owner (well, soon to be ex Porsche owner). This is my first Morgan - I never owned a traditional car. Frankly, the traditional car isn't for me. But it doesn't mean I don't appreciate them, their ethos, and the craftsmanship. In the same way that the traditional owners I met at BHM were complimentary and enthusiastic about my Aero, despite it not being their cup of tea.