Talk Morgan Forums Community The Malvern Arms Interview with new CEO in Autocar

Italian suits! https://www.autocar.co.uk/car-news/new-cars/exclusive-morgan-bosses-detail-ambitious-growth-plans

Marketing - noted.
Younger buyers - pretty obvious given the average age of Morgan owners one suspects
Good luck though to Fumarola and the team of course!

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.

Looks to me like at least one dealer might be struggling to shift a Plus Six ("Reduced to clear") in fairly classic colourways
https://www.berrybrookmorgan.co.uk/morgans-for-sale/used-morgans/cars/morgan-plus-six/
Whatever happened to Supply & Demand, seasonality, and build lead-time ??

Yes, I have to say I'd love to be a fly on the wall in their strategy sessions. Clearly they have enormous experience and presumably have access to some excellent business management and planning expertise so one must assume they are doing far more than just flying by the seat of their pants.

One thing I've often wondered about is how much potential there exists for catering to their biggest customer base - who of course are not the people who purchase their cars, but rather the 30,000 visitors they welcome to the factory every year. If they could jack the average customer spend per visitor up I reckon it would be a useful addition to what must be a significant revenue stream at £28 per visitor

If it was me, I'd be looking to extend the factory capabilities into products that could be sold to people who lack the depth of pocket to buy a car, but would love to buy into the Morgan ownership experience. A range of products made at the factory in the £100 to £500 range could be interesting. More than just a gift shop trinket, but affordable to many.

Edit: just think how many model Morgan kits they could sell using laser-cut ash offcuts. A few hours on the CAD to make the profiles, say £15k for a laser cutter, get a youngster to load and unload the machine, they could churn them out at fairly low unit cost. Flog them in the gift shop for £50 per car (old 3 wheeler, +4+, SLR, M3W 5 speeder, 2 & 4 seat trads, CX trad, all the Aeros, etc) , they could have a range of 10 or so cars that would be extremely attractive to collectors, more so if they did each model in a choice of scales. I'd quite happily cough £100 for a 1/8th scale 4/4 kit made from proper factory wood.

Hope he's got his feet on the floor in that shot - or someone's likely to have a somewhat bent front wing!

Good luck to Mr Fumorola (and Steve Morris of course) who comes across as someone with a genuine love of the marque.

Times change and perhaps Morgan needs to "get with it". But all of this leaves me feeling nostalgic for the old Morgan, before Charles was unceremoniously turfed out. We had the Trads being given a gentle refresh in the Sport line, the CX Aero and Plus 8 and the three wheelers. All from a 100% British firm which had been in the same family for over 100 years. There was a buzz. Morgan is going places but the feel is different. Maybe I'm just old fashioned.

The CX range is a remarkable achievement for MMC.

They don't need to convince the flat cappers. We are not the demographic they want.

They want cash rich customers who want a push button drive, and dealer servicing. For sure this is a limited market and in the end, supply and demand will decide the future of the CXs. It's too early to call.

Meanwhile the finite supply of Trads and Aeros should ensure decent residuals going forward.

I still think there would be a market for limited production of Trads, even in tiny numbers at a premium, but there you go.

The CX appeal is limited by cost, complexity, and right now, the radiator issues.

Do you think Mr Morris will still be there in 12 months time ? I don't