Richard Ells <richard.ells@anet.co.uk> sending a message for Pia Jensen,
writes
>For my dissertation in Management at the University of Durham (UK) I am
>analysing the current business strategies employed by the Morgan
>Motor Company and evaluating them in relation to other possible alternatives.
>I have to conduct research into all areas of the company which involves talking
>to current Morgan owners. I would therefore appreciate it if you would take
>the time to fill in the questionnaire below and pass it on to any other
>fellow Morgan owners that you know.
>
>1.What, in your opinion, makes a Morgan so special?
> (1 paragraph only)
It's the last coachbuilt car in series production, you can buy it as a
toy but use it as a car and it looks like nothing else on the road. I've
never had a need for road rage in it, I normally keep it to the speed
limit and people let me into traffic queues.
>2.Is there anything that you would like to change about the Morgan?
> (The methods of production,after-sale service, waiting list)
I'd take the electronics off a new one, (the engine management system)
as I cannot fix them. My current car is 25 years old and I'd hope to
keep my new one, (when it comes), at least 25 years, but the specialist
electronic parts will be a problem in 15-20 years. As more pollution is
created as a car is constructed than during it's running life, I do not
feel the removal of the electronics will create a bigger pollution
problem. (It's against the emmissions regulations so I know it won't
happen).
>3.Do you think that the waiting list deters many potential Morgan owners?
> (The current waiting list is approximately 6 years)
You cannot buy a morgan casually! I placed my order in 1989 and I still
have not been notified of a build date. The waiting list does deter new
owners, but I can think of several cars, long awaited, which were sold
rapidly as the car was not what the owner expected.
>4.Do you believe that the current prices charged for Morgans are correct?
> (Please explain your answer, taking into account your answers to the
>above questions)
The specification of 4/4 I envisage will come to about 22,000 or about
the same as a Lotus Elise on the road or a BMW Z3. I think a Morgan 4/4
is now getting too expensive as in cost terms it is very close to an
expensive "ordinary saloon", say a Saab 900 or BMW 323i 2.5. Ten years
ago the equivalent price was more in line with a middle of the range
"ordinary saloon" say a Mondeo 2.0Si or Toyota Carina 1.8CD.
Although I'd guess that the Morgans will deny it, I do feel they are
charging a figure the market will bear, rather than just enough to make
a profit. It is no longer a cheap sports car as it was in the
60s/70s/80s as this mantle has passed to the Mazda MX5, GBP14,410, MGF,
GBP17,440, Westfield 1.8, GBP15,350.
Much of this could be the result of the increasing influence of the
rising cost of labour rather than Morgan attempting to make hay, in
which case they will have to go upmarket to survive.
Today, I am torn between a Lotus Elise and the 4/4, but will go for the
Morgan as I am nearer to the front of the queue. If I had not already
done my time on the waiting list I would join the wait for the Lotus,
it's fractionally cheaper, technically at least as interesting, a better
practical everyday drive and I think it's as pretty. (I'd keep my 1972
Morgan though, so I'm not sure what that proves).
--
Jeremy Edwards
1972 Morgan 4/4
1970 Opel GT
Melton Mowbray, England
|