- Design Philosophy: Jonathan Wells, Morgan’s design chief, rejects the term 'retro'. He explains that Morgan's coachbuilding is not a nostalgic return to the past; it's a continuation of a legacy that never ceased.
- Authenticity: The company's approach is seen as consistent innovation, not mere replication.
- The Supersport: This new flagship model, replacing the Plus Six, epitomizes Morgan's ethos. Hole emphasizes it includes more wood and hand metalwork than its predecessor, underscoring its hand-built nature.
- Production Reality: Despite market fluctuations leading to a temporary production dip, Morgan aims to increase output from 500 back to 800 vehicles per year.
- Market Position: Morgan's exclusivity remains a key to its allure. The target is not mass production but maintaining a niche market with a production ceiling around 800 cars annually.
- Innovative Specials: Morgan plans to keep rolling out special editions, using models like the Supersport as a creative platform. This approach is deeply embedded in their identity, not a secondary production line.
Jonathan Wells highlights Morgan's unique positioning as inherently special vehicle operations, not a subset. Specials like the Midsummar concept exemplify Morgan’s dedication to continual, creative craftsmanship.
Morgan reaffirms its dedication to coachbuilding, reinforcing their unique craft-focused production model. By emphasizing quality and exclusivity with models like the Supersport, Morgan deftly navigates modern automotive challenges, remaining a bastion of traditional craftsmanship in a tech-driven industry.
