Morgan, still a shareholder of the company his grandfather started but no longer managing director since a boardroom bust-up in 2013, is one of a team of British motor industry professionals behind the start-up electric car firm, Alcraft Motor Company. The company is named after its main backer and managing director, the pharmacy company chief and lifelong car enthusiast David Alcraft.
The car has been designed by another former Morgan employee, the designer Matt Humphries. The team’s first effort – seen here as a model – is a two-door shooting-brake style car that aims to combine sporty electric performance with a 300-mile range and plenty of luggage room for touring. It is not just another electric supercar, asserts the firm.
“We’re about combining great design, outstanding dynamics and the visceral thrill of electric powertrains to create products that are high in performance and desirability but very usable,” says David Alcraft.
“We want to build a British car company which brings together traditional skills and high technology for the emerging low carbon car market.”