Talk Morgan Forums Community The Malvern Arms MMC offering any paint and trim combo at no cost

The way I see this, is that Morgan decided to abandon the customer base which kept them in business for over a hundred years to chase a new customer base, which they created in their heads but actually might not exist.

It's simple enough. Find 800 or so customers a year, who have the means, but also the understanding of what owning a Morgan entails. If Morgan can't deliver against that target with the CX and 3W, then it will get tough.

Having the means is one thing. Living with a Morgan is something else.
How many Trad owners I wonder, would have bought a new Trad, but won't buy a CX.

How many Trad owners I wonder, would have bought a new Trad, but won't buy a CX.

Me, for one.

I'm such an ex owner... and yes, the market they seek to address may well be illusory. A new 2024 Porsche Boxster S or a new 2024 Morgan Plus 4, about the same price. Which would you chose?

I sold my 2014 Plus S and replaced it with a 2016 Boxster S that cost me £6,000 less, has annual road tax of £280, not almost £600.....and needs servicing every 2nd year.
A used approved Boxster comes with a 2 year "Porsche Almost New Car" warranty, extendable until the car is 15 years old.

Morgan needs customers who might have bought a Porsche 718 Boxster or Cayman. The buying experience is VERY different and customer expectation far greater than Morgan can deliver, because they don't sell enough cars to support the overhead needed to provide the Porsche "Buyer Experience".

The truth of the matter is that nothing much is selling particularly in the luxury car market. At the moment trads are simply not moving, indeed my previous car ( a very late well specified and priced 5 link Roadster) has been for sale for a few months and in that time they have only shifted a few new and 2nd hand CX cars. I notice the same seems to apply at other Morgan dealerships. If you have the money, now is a good time to buy.

All the CX cars look over priced to me or is it me just getting old. 🤔

Owned my +8 for 40 years. Will never sell it, love it. Average 3-4k miles a year. No interest in a CX at £100k. Have a 996 Turbo, bought for less than the price of a 2020 M3W or a 2016 4/4 Speedster.

It reminds me of the +110 model +4 that I got an e-mail about 9th of October 2018. It was very tempting as it dropped $17,000 AUD off the price of the car I would have specified for myself the week before due to including lots of stuff I liked free.


I do wonder if Morgan were worried that their loyal customer base of 100 years was dying out so they needed a different type of customer. But to me the issue is that for years a Morgan +4 was not a lot more than a family car but you had to sort it out, or as Peter Morgan said we build the base for people to finish off. To me when I was looking in about 2018 the cars were still needing some finishing off but were priced a lot more than a standard car making it seem a bit crazy that you pay so much but have to tinker and fix stuff. The issue I see is while the old customer base (and potential customers including me) were happy to tinker and improve the car, the new Customer base they are trying to appeal too are not going to want to tinker so they need to get the cars perfect from the factory.


They appear overpriced to me even if they are perfect and based on comments here I don't think they are.

I remember the CX announcement and being surprised that the P6 and later the P4 were going to totally replace the Aero and Trad. The Aero replacement I understand, it had not really been developed but just rebodied several times. I did not understand the logic behind killing the Trad totally as it risked alienating a large % of the existing customer base. It is also a different driving experience, whilst I prefer the more modern Aero/CX experience I can see many people want a Mog to be a Mog and drive like one. I guess the desire to move the whole game on (new customers, finance sales, new dealers, old style charm, factory tours etc) was their choice.

I wonder if there is an opportunity for a serious partner like Melvin or RTCC to take over the Trad platform in the same way Caterham did for Lotus for the 7 ?
The skills are there, the customer base is there. Some kind of revenue/profit split with the Factory to allow use of the frames, jigs etc. Maybe not call it a Morgan anymore, just the +4 or some such. There are some great partners in the community who can do some real development work to move things on as well. Morgan Park, SSL suspension, AVO shocks etc.

The factory makes money against a back catalogue that is languishing otherwise, the existing customers remain with Morgan as they have a future for the cars and the traditional reputation, history and reputation (that the new cars benefit from) remain in plain sight.

I once again agree with DaveW. I think we've both been saying pretty much the same thing for some time now.
It seems like total madness and arrogance to ditch the sort of customer has kept you going for so long.
When the Italians pull out in a couple of years, what is left?
If you can afford £80k+ for a toy there's a hell of a lot of choice out there, and it won't leak....!!!

It'll be interesting to see how many more (legacy) main dealers stop selling new cars in the next 12 months.
We've seen the true worth of a 3W recently at auction, there have also been some heavily discounted Plus Fours, and with dealers sitting on £100k+ plus six's there must be some reductions there as well.
If you're considering buying soon then perhaps the sweetener of free paint choices might sway you.
MMC need a reality check I think, a wake up call is looming.

Yep a trad Morgan was special as it was a trad Morgan, ie modern vintage / classic car with all that comes with it with no real competition for what it was To me a CX takes that body on a modern chassis which struggles in the market at the price point as well as dynamically as its compared to modern rivals rather than other classic cars etc