Talk Morgan Forums Morgan Sports Cars Morgan Plus Four, Supersport & Plus Six (CX & CXV Generation Vehicles) Challenge Sophie

A very clever and thought provoking video from MMC.



Watch it.

I get where Morgan is trying to go and the people it is trying to attract.
I really hope they get there.
My year with the Boxster S gives me an idea of what Morgan is trying to do, how they want to position the brand.

Yes it is a good watch

Might want to replace the box weave carpets with some rubber mats to cope with the muddy boots and trainers

Maybe a bit too much Sophie and not enough Morgan? The car seems replaceable for any nice convertible without changing the message of the film

This seems to be a more accurate representation of her reality:

https://www.challengesophie.com/blog/category/building-my-dream-custom-vw-campervan

And how do you get your mountain bike, and your road bike, and your tent etc in a Morgan? (and gold clubs as well now that I think about it). It can certainly be done, but it wouldn't be my first choice. Not saying the Plus Four isn't a great car but I feel the advert is trying to sell an aspirational lifestyle that does not actually exist or could not be practically carried out in the way the advert portrays. Maybe that's the point of advertising though.

If this is another exampe of an Aspirational Lifestyle, I can't help conjuring-up a budget version of the young Donna and her dungarees in "Mama Mia, Here We Go Again" and to be honest, that infamous number by Smokie (substitute "Sophie" for "Alice" -- Google it, but not if you are easily offended)

What.......?
I'm lost.
Lovely backdrop, beautifully filmed, utter drivel.
Morgan is doomed if it is waiting for 'Sophies' to buy cars in any numbers that might keep the factory running and the Italians in profit.

I've been in the Morgan world for a few years and I can't really remember ever seeing anyone who looked remotely like a Sophie driving a Morgan. I can't remember seeing anyone who looks like most of the folk in the current MMC advertising blurb for that matter.🤷🏻‍♂️
Mainstream advertising nowadays shows realistic representations of the sort of people who their product is aimed at, different colours, ages, sexes, religions and sexual persuasions, but in reality 98% of the people who buy Morgans are grey haired or bald, old white men, but MMC adverts don't represent that.😆

Sorry to say this Julian ... but you have not realized or understood the effect of an advertisement.
The gray-haired or bald old white man wants to be like Sophie and is the target group in the campaign 😀

I used to like Charles's video's when he promoted the new models, his passion for the cars company and workforce just shone through. This could be an advert for walking boots perfume the country side. Here's one for you Sophie your not getting into my car with those boots on, target audience or not......Em

Nice advert for Scotland. What's it got to do with Morgans?
I just love Sophie explaining how we should live and then saying she's a trailblaser because she doesn't want anyone telling her how to live.
Nice, modern, infantile messaging...typical of consultantcy marketing.