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.
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 ?
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.
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.😆
