Talk Morgan Forums Community The Malvern Arms Morgan "Identity refresh" / New Wings Badge.

I've just read in MOG Magazine that Morgan is now going to make annual updates to their model range. Apparently amongst the changes for Model Year '22 ("MY22") is

"...the first use of Morgan's redesigned 'wings badge' on a vehicle. The iconic logo receives its first update in more than a decade, and the move comes as part of Morgan's wider brand identity refresh".

Unfortunately, there are no pictures of the new badge or other information on this "brand identity refresh". Does anyone know about it?

I'm amused at the "over a decade" comment as I still haven't got used to the current badge, which surely was the first change in nearly a century!

I'll have a look on Monday - lots of 2022 models in build.

Didn't I read somewhere that it's the same as the old (current) badge but without enamel?

Yep, that was me cheaper to make & saves warranty claims for the enamel falling out too, win-win in modern business guff

I've just found a video about "MY22", I see what you mean. It doesn't look like a major refresh of the wings badge, the new hood sounds like a distinct improvement though.





youtu.be/uIApYfxMqdY

I am deeply impressed. Morgan is exactly the brand in the world that desperately needs an annual MY update. Okay, excluding teething problems like the seats. But these are corrections and should not be part of a loudly claimed MY refresh, in my view, such as "MY 2022 comes with a significant reduction in cooling water loss". As for the iconic logo, my MY2014 already has updated herself in 2015 on some car wash. After this "identity refresh" I hardly recognized her.

Got to agree. Once companies start down this road, its because the marketing department think that the BS that preoccupies them actually matters out in the real world. And annual updates when a companies selling point is harking back to the past? Do you have annual updates on a steam train? Or a Bugatti 35?

I share Heinz's and Howard's view.

Tesla has just issued a serious upgrade to the Model S, the first in 10 years: even so it is all power related and some aero improvements, to bring the cd down to 2.009: otherwise the body remains the same.
There is no reason for MMC to revise the CX cars until 2030.... when the EV versions will be released.
I have to say I am excited by the prospect...

I've got some photos of the new badge as a 21reg Plus Four parked next to me at Broadway Tower today, I'll publish when back oop north

But it is much easier to "sell" the new model year than "stuff we rushed through and needed sorting" to the great public.