Once the 50 Plus 8 50th Anniversary models and the eight Aero GT specials have sold out (which they virtually have, says the company), Morgan will be down to just its Classic range – 4/4, Plus 4 and Roadster – the Three-wheeler in petrol vee-twin form and, due in production by the end of 2018, the battery-powered EV3.
The Classic models are popular and the Roadster should be in line for a boost after 2018 updates that include – shock horror! – a coil-sprung multilink rear end to replace the cart-sprung live axle. But the V8s were the money-spinners (the final models are selling for around £140,000), while it is still only the Three-wheeler that is exported to the US, the Classic range stymied by its lack of airbags and signature sloping back end – it looks great but is said to fall short in the crash tests.
V8-less, it could be said that Morgan might be in a bit of a hole, despite the upbeat mood. The firm is certainly at a crossroads; question is, which direction will it take for the new audience it is carefully grooming?
Morgan marketing chief Toby Blythe might have just lost a third of his range but he is staying positive – and looking across the pond. The long-awaited changes to US low-volume exemption rules will, if approved, grant safety and emissions concessions for cars that are imported in small numbers.
GRR found out more about where Morgan is going next when we caught up with Toby Blythe recently…