The Morgan Motoring Company<br />By Anna Ward<br />
Introduction <br />Background<br />Who own Morgan cars?<br />Hot off the press<br />What have they been up to lately?<br />Sustainability <br />How are Morgans green? <br />
Background: Family Ownership<br />Then...<br />H.F.S Morgan, the founder, in 1913<br />
And now...<br />His grandson, Charles Morgan, currently Managing Director <br />
Niche Market <br />Fans will wait for their “Moggie” for one to two years (the waiting list has been as long as ten years in the past). They like them because they are different: <br /><ul><li>Brave, original approach. They do everything 180 degrees from where they should be pointing business wise.
Fun to drive! Morgans have always had "sports car" performance due to their extremely low weight.
Beautifully handmade. Professionals advise them to use machines but they refuse. </li></li></ul><li>Reversal of Fortune <br />The late Sir John Harvey Jones, television’s original troubleshooter, visited Morgan Motor Company in 1991.<br />Sir John was shocked to see that the sports car maker was still making its vehicles by hand.<br />His advice was simple - modernise, greatly increase production and ramp up your prices. <br />Morgan completely refused on all counts and went on to prosper. <br />
Hot Off The Press<br />2011 Morgan 3 Wheeler... <br />Hasn’t hit the track yet.<br />A step back in time. Morgan are putting a car back on production that left it in the 1920s. <br />Iconic. Company success founded on an icon, the Morgan Three Wheeler designed by founder Henry Morgan. <br />
Sustainability <br />Morgan could soon be the model to which the bigger car<br />corporations turn in the name of survival.<br />Micro manufacturing. Low volume production, simplicity and durability.<br />BMW ‘Efficient Dynamics’ motors in the newest Morgans.<br />Lightweight, renewable materials. E.g. steel, timber and leather rather than the energy-intense aluminium. <br />
...And Cardiff says they’re green!<br />In Cardiff University’s ground breaking Environmental Rating<br />for Vehicles (ERV) study, the Morgan 4⁄4 rated a highly<br />respectable score of 28 (the Bentley Arnage rated 2, and the<br />Smart for 2 rated 60). <br />