Talk Morgan Forums Community The Malvern Arms New Morgan with a boot?

And those roadside bacon butty vans

My humble 2 cents. Spencer, you made a very nice video with and for MMC. It had something unifying - for all Morgan models past and present, and for all Morgan drivers past and present. It wasn't an elevation of the CX model over a Trad, no difference between 1950 and 2024, it was the core values of the Morgan experience that I also experience in my 4/4 in the same way when I drive past farms in the Eifel or lavender fields in the south of France. Morgan wanted to bridge the gap and present the new CX models as authentic Morgan in a timeline that gives us stories, experiences, heritage and tradition in the best sense of the word, and as a Morgan has always been able to do. This was very well done, and you as a relatively young driver in the middle of life was very believable and rejuvenating for the brand's target audience.
Your enthusiasm for the new model, which you express here in a post, with the trunk is very infectious and palpable in the same way. The only thing I feel is perhaps a little unfortunate is that you single out the future model in a polarizing comparison to all previous models. I'm not sure if you mean the CX models as well when you say they are held together by chewing gum and good prayers. But that's not so important. It's a bit at odds with the idea that it's the stories that will stay. It's nice if each new future model can be seen as a continuity of the core values and doesn't have to gloss over in polarization to all previous Morgan models. I don't think you win new customers by saying, “Hey sorry, we're doing everything differently from now on, forget yesterday's BS”. But I think you were just very impressed and enthusiastic about the innovative appearance of the new model and you were lost for better words. No offense intended.

I would be interested to know how many of the CX buyers are completely new to the brand and how many are trad or repeat buyers. The number (very similar to trads) of really low mileage one owner CX's that come on the market (age profile of the owner would be interesting) and if on some form of finance, do they at the end of the 2/3 year period, repeat buy another CX. That's the type of brand loyalty that Morgan needs to create, as I would think the size of the potential Morgan market at the current price points is not that great. and its much easy to sell to the converted than try a convert someone to the brand. .

I can't say how many new CX buyers have come to the Morgan brand. But I am one.
I came to Morgan because my wife really wanted a classic car. To make a story short, we test drove a 4/4, a Plus 4 and a Roadster at a Morgan dealer. None of them were for me. I just really liked the shape. The salesman was then clever enough to offer me a new PlusFour to test drive. And that was exactly my vehicle. It looked like a classic car, new technology and acceptable comfort.
I have a lot to do with the automotive industry and its suppliers. So I was familiar with the Morgen brand. What I didn't know was that Morgan still exists and still builds cars.
I've said it here before ... the market for 1,000 cars a year is there, even in the price range. The living Morgan brand and its products need to be publicized. That is a marketing task.
And that's where Spencer comes in. That's what Morgan did cleverly. I've always admired the great photos he's posted here and on Instagram. I'm sure that's how Morgan became aware of him and the marketing department worked with him to create the very successful video. They use a very satisfied customer as an ambassador for the brand and the products. For me, this is definitely more coherent than the path Jaguar is currently taking.