The Porsche comparison, at least to me, is tiresome and feels like lazy journalism.

There were times when the same was done with respect to the Aero 8 and this site saw countless 'first time new Morgan' members join, usually with a flurry of posts, only for them to rapidly subside, and the car be sold.

At the time, I approached the factory and we did a few owners focus groups (some of you may remember those), with one of the key points raised being: 'setting new owners expectations for a hand-built vehicle vs machine made'.

This is like stating the obvious to this community, and the even wider Morgan world; however, it isn't to those coming new to the product and, who after reading articles and watching videos, believe that what they are looking at is 'competing with a Porsche or an Aston Martin'.

At the time, my feeling was that it was a far better approach to set expectations at a reasonable level, and exceed them post-delivery, than the opposite. However, perhaps that was too much to ask when it may influence a sale; nevertheless, I felt that was short sighted then and, if it still occurs, now. A new customer, who goes in with their eyes wide open, understanding they are buying something that it would be almost impossible to get from anywhere else (a car bespoke to them) should/would be far more willing to accept some of the 'fettling' points that have proven to be insurmountable and cause for a quick sale to previous new owners. For clarification, I am not excusing signifiant faults (or mechanical issues) but simply the ones that often prematurely ended ownership for first time owners but are seen as small niggles to overcome (either at first service, via the supplying dealer, or for the more resourceful, by themself) by existing Morgan owners. Those previous Morgan owners who invariably see it as the ownership journey and part and parcel of something handmade at a factory in England!

I've said it before but I like the vehicles Porsche produce and have owned more than a few. They are superb and I have rarely had any issues at all. Even the modern classics feel like they are hewn from a piece of granite and are both impressive to drive, reliable, and feel like a quality product after decades of use. However, with that said, I view the vast majority of them as 'white goods' - reliable, dependable, quality, but perhaps, in some ways, a little cold and 'digital'. Comparing any Morgan to a 911 seems a lazy one to me and is more than likely done so because there really isn't a direct comparison to Morgan!

...and, isn't that a good thing and something to be celebrated?

You can walk into any large, multinational, and buy clothing. In many cases, it will be what is now known as 'fast fashion', garments produced in vast overseas factories on CNC machines and the like.

Or, you can go to a small tailors, get measured, choose a fabric, discuss cut and tailoring, with someone who is a craftsperson and buy a bespoke garment.

A Morgan is a handmade suit and comparing it to any other mass produced vehicle I can think of does it a disservice.