The marketing/advertising world is complex.
It can sell less than the best products by creating an image.
Is Carlsberg the best lager?
Do you drive a Golf away after leaving a relationship?
I made Hamlet cigars. The ads were a theme...”Happiness is”. When things go wrong light one up. The top selling cigar of its type despite not coming out top in blind tests. I have a vhs of the ads ( the one with out-takes was better but I don’t have it any more).
Selling an image/lifestyle is highly successful. Sow the seeds in peoples’ minds.
Many products end up as iconic for their adverts.
The CX Morgans are certainly not cheap so the brand has to be visible. Over the years what visibility has Morgan had? Times have changed and so must the brand. MMC are in a tight world of being a small volume manufacturer that gets exemptions from many regulations due to that. They have to survive in a difficult market by getting the balance of profit right within tight operating limits.
How many Morgans are bought on image? My guess is quite a significant percentage. Look at the low mileages of so many cars. Bought on for the image ?