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Aug 24th, 2023
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Joined: Sep 2010
Posts: 1,470 Likes: 7
Has a lot to Say!
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Has a lot to Say!
Joined: Sep 2010
Posts: 1,470 Likes: 7 |
I just thinking a lot of “Executives” must be costing a tidy sum !
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Joined: Jun 2021
Posts: 1,779 Likes: 52
Talk Morgan Enthusiast
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Talk Morgan Enthusiast
Joined: Jun 2021
Posts: 1,779 Likes: 52 |
Do you think Mr Morris will still be there in 12 months time ? I don't I give him 6 months, before he walks or is pushed. According to that Autocar feature, “Morgan currently makes around 800 cars per year”, and “it sold a stellar 680 last year” even with the 3 Wheeler out of production. "The 70% of Morgans that go for export are distributed in 70 markets". So some simple maths means that in the most recent year (calendar year we assume), 680x30% = around 200 cars were sold into the UK market. Call that 4 a week on average, or more realistically in a 6-month “summer season” that would be 8 a week. Across say 15 UK dealers that’s an average of one car per dealer per fortnight. What’s the dealer margin I wonder ? And what effect has the not inconsiderable overhead of the S.Kensington "Morgan Works London" had ? I understand about the corporate expansion plans, and the role of the Super 3. However my guess is that Peter Morgan and even Sir John Harvey Jones will each be turning in their respective graves. I hope I am proved wrong.
Peter
2009 3-litre Roadster "Ivor", royal ivory / green
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Joined: May 2011
Posts: 1,440 Likes: 8
Has a lot to Say!
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Has a lot to Say!
Joined: May 2011
Posts: 1,440 Likes: 8 |
Morgan are aiming for a new demographic of wealthy toy purchasers, but I just wonder how wise that is.
I'm still unclear as to why the Trad had to be discontinued. Was it no longer feasible due to safety regs? If so, Morgan had no choice. Otherwise it was destroying the Goose that lay the Golden Egg. If Morgan's objectives were a relatively modest 1000 or so cars a year, then the Trad had a loyal market base and a novelty value which in todays industry of bland, soulless machines was attractive due to its authenticity. The new CX "Trads" don't cut it for me I'm afraid, and feel like pastiches. And I'm not convinced that they hypothetical rich playboy is all that interested in Morgans.
They had the best of both worlds before - the Trads and the CX Aero, Plus 8 and 6 for the new boys who liked the styling but couldn't stomach the handling of the Trad.
Sorry to rehearse old debates, but I think they took the company in the wrong direction if they were not compelled to retire the Trad.
Last edited by Quicksilver; 25/05/22 06:16 PM.
David
2020 Roadster 3.7 Dove Grey.
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Joined: Mar 2009
Posts: 11,220 Likes: 159
Smile, it confuses them Member of the Inner Circle
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Smile, it confuses them Member of the Inner Circle
Joined: Mar 2009
Posts: 11,220 Likes: 159 |
Or part ownership like a timeshare - this is popular with light aircraft and other things.
Think of following the model of zipcar and all the other pay to use services out there. Not quite as popular as the London Bike schemes perhaps.
Web site
Create account and add card.
Flexible rates for different times of the day or days/holidays etc
Book, collect, use, return.
Use camphone to capture on collection and return for safety.
Leave a list of the bits that are rattling, or video them 8)
Just the same engineering as the zipcar stuff.
Open it up to dealers, airport centre in conjunction with Hertz, (hurts, perhaps) a few key "brand identifiers" locations (Danesfield, Luton Hoo etc)
Why should it be an ownership experience only given the way the world is progressing?
When the world is becoming more transient and the up and coming selfie generation need more and more content to seem important in their posts something with real traditional roots and difference could find a good niche?
Everyone loves a Morgan. Even me, unless it's broken again.
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Joined: Jul 2007
Posts: 28,415 Likes: 177
Salty Sea Dog Member of the Inner Circle
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Salty Sea Dog Member of the Inner Circle
Joined: Jul 2007
Posts: 28,415 Likes: 177 |
... people who purchase their cars, but rather the 30,000 visitors they welcome to the factory The way things are going I doubt MMC will see anything like that number of visitors this year, sadly!
Graham (G4FUJ)
Sold L44FOR 4/4 Giallo Fly
'09 Gen2 MINI Cooper ragtop
'90 LR 90 SW
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Joined: Apr 2008
Posts: 11,861 Likes: 137
Scruffy Oik Member of the Inner Circle
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Scruffy Oik Member of the Inner Circle
Joined: Apr 2008
Posts: 11,861 Likes: 137 |
... people who purchase their cars, but rather the 30,000 visitors they welcome to the factory The way things are going I doubt MMC will see anything like that number of visitors this year, sadly! I just grabbed the number off the website. Hopefully it will pick up soon.
Tim H.
1986 4/4 VVTi Sport, 2002 LR Defender, 2022 Mini Cooper SE
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Joined: Jun 2018
Posts: 604 Likes: 4
Talk Morgan Regular
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Talk Morgan Regular
Joined: Jun 2018
Posts: 604 Likes: 4 |
The only way engines manufacturers will get through future emissions legislation is using turbochargers. Would the trad chassis be able to cope with a modern turbocharged engine ?
I am aware that when I ski, I am progressively being given shorter skis because as I get older my reactions are not as quick. Putting a turbocharged engine in a trad would be the equivalent of giving me a long pair of skis.
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Joined: Oct 2019
Posts: 5,044 Likes: 312
Charter Member
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Charter Member
Joined: Oct 2019
Posts: 5,044 Likes: 312 |
Surely you could just turbo a smaller engine to give the same power/torque of the larger current N/A one?
K
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Joined: May 2011
Posts: 1,440 Likes: 8
Has a lot to Say!
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Has a lot to Say!
Joined: May 2011
Posts: 1,440 Likes: 8 |
Why are numbers down, Graham? Coronavirus?
David
2020 Roadster 3.7 Dove Grey.
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Joined: Mar 2014
Posts: 1,673 Likes: 25
Talk Morgan Enthusiast
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Talk Morgan Enthusiast
Joined: Mar 2014
Posts: 1,673 Likes: 25 |
You've got to admire what MMC have achieved, and extending the appeal to a younger cohort of purchasers is probably a good thing - so long as it doesn't negatively impact on their core retirement-age purchasers.
I'd love to see the market research they have done on the size of the customer base for people aged under 50 with £50k+ to spend on a 2nd (or more likely 3rd) car and want to go ICE rather than EV for their next purchase, together with their projected win rate against competing offerings. What with younger customers probably still having mortgages, dependent offspring and associated school fees, I can't help thinking they'll be fishing in a pretty small pond.
Now that the "Flat capper's cheap sports car" thing is long gone, I believe that purchases of new Morgans are made primarily by folks who have got shot of their dependents, are mortgage-free, and are looking to cash in a bit of their pension pot to have some fun while they still can. Keeping the Morgan image in line with their expectations has got to be pretty important as they seem to be the only people with any money to spend and there's a steady supply of them.
Spot on.
Andy
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