Talk Morgan Forums Community The Malvern Arms Interesting Telegraph Article..

He rightly spots a major sales constraint in my opinion as they have out priced the trad owners generally who want to upgrade. I have the cash but frankly don't think the difference is worth the money.

“When people ask me who is your competitor: it’s Morgan,” Fumarola says. “Our competitor is a used Morgan. We are competing with ourselve

At 1000 cars that's circa £100m plus say 300 3 wheelers another £20m. So to keep under the 1000 car limit it's a £130m t/o company. say 15% margin - £20m. It's a "peanuts" company. And that assumes engines will be available through the 2030s. They will have to go electric to attempt to survive.

Thanks Nick.

I agree with everything everyone has said.

That is what Frontline think and they are smaller than Morgan.

I just don't understand why it would be so hard for Morgan to just build this like they did 11 years ago, it seems perfect to me.

https://www.caranddriver.com/news/a...orts-five-speed-manual-geneva-auto-show/

I also wonder what the UK Government think, to build the Morgan Plus E they gave Morgan a grant, then I remember in 2016 another grant that was quite large to build EV's was given to Morgan. That didn't happen in Morgan's words due to being let down by other partners. But I expect the money was still used, I would not be surprised if that was the R&D budget for the CX Chassis.

Lighter cars and EV seem to be opposites, but the efficiency increases of the motors and batteries continues. There is more and more focus on these areas. Opposites now, but in a few years? 10 years? AN EV from Morgan under 1500 pounds? Not today, but maybe someday?

It all starts at the beginning and improves from there.

There's a step change in batteries coming in +/- 2 years, and another by the end of the decade (Toyota are targeting a solid state battery EV in 2027 that'll add meaningful charge in 10 minutes)

More energy dense & faster-charging batteries will (you'd think!) lead to smaller & lighter batteries that offer useable range.

Still doesn't address the EV problem of them being bland and unengaging .... especially for something pitched as a real 'sports car' .... those of us raised on exploding dinosaurs in a box for propulsion will need something pretty special to convert them ....I know they have blinding acceleration ... but that was never what a sports car was really about ... good performance, yes, but far more to it than that .... I'd soon tire of quoting the 0-60 time to people as an alternative to an engaging drive that made me smile just reversing out of the garage.

K

My Mrs eGolf has a 0-60 of 6.6 secs. Phenomenal acceleration but that's where the fun ends....

Would it be possible for those who have experience of cars with electric drive trains to say what it is that makes them bland and un-engaging? (i have not had the opportunity to drive any such cars). To be honest, I find my modern SEAT Leon, although a truly brilliantly engineered car, rather bland and un-engaging. despite its 140 bhp supercharged and turbocharged 1.4 petrol engine. It handles very sensibly, goes exactly where you point it and happily laps up mile of mile of good or bad roads. But it's not fun. So I'm not sure the thing that generates driving pleasure is related to whether it is an ICE or not, there are plenty of ICE cars that are sensible but not much fun (as in my Leon).

Or is it the way that an electric drive train delivers its power and torque that makes it un-involving? I would have (naively admittedly) thought that if the power/torque is delivered to the wheels in the appropriate manner it does not really matter whether that power/torque originated from burning petrol/diesel/hydrogen/LPG or moving electrons about in a battery? It does not seem to be a universal rule that electric cars are too heavy, and indeed they often have low c of g's so shouldn't be impossible to design electric cars that are as exciting to drive as ICE cars? And does the suspension components and steering geometry know whether the car is electrical or petrol driven? Surely not - so why is not possible to design an electrical car with interesting and involving handling?

Thanks for posting the transcript Nick W

He is right about the biggest competitor to Morgan is a pre-owned Morgan

I’ve heard this recently from a contact from a Morgan dealer in that new Morgan owners just aren’t keeping them any length of time so they are coming on to the market really quickly. A glut of second hand nearly new Mogs is slowing new factory orders

The rest about making a Morgan different and more analogue, mote fun to drive, more handmade while giving greater comfort, more Versatility is just nonsense marketing speak. He’s describing a handmade Merc SLK or a Porsche, good luck with the Morgan automatic electrically operated hood and roof!!

MMC’s investors just want to sell as quickly as possible with as large a return as possible so they’ll try to open oversees markets as quickly as they can and get selling new cars and try and try to show an upward growth trajectory with high potential

MMC should be asking themselves why new Morgan owners are selling on. Are they making a profit due to the long waiting list?