Photo: Morgan
Motorists in London will from this week be witnessing something Britain's capital has never seen before: billboards advertising Morgan Motor Company and its products.
Traditionally, Morgan is being seen as a niche, even exclusivistic car builder. An image the company’s management plans to change, as it eyes a new audience and possibly new customers.
The biggest challenge for the carmaker, one it is fully aware of, is making people understand that Morgan vehicles are not necessarily expensive to buy and own. The billboards will be promoting “finance packages highlighting how easy and accessible Morgan ownership can be.”
The problem is, they aren’t very accessible. Chances are the cheapest Morgan you can buy will set you back no less than $40,000, converted into British pounds. The most expensive, well above $166,000.
Like it or not, that’s the image Morgan has now: highly expensive, unique, limited edition cars. Maybe that will change, as for the rest of the year two billboards will be explaining to the Londoners traveling between Chiswick and Hammersmith or on M25, near the Heathrow airport, what Morgan is really about.
In the statement announcing the campaign, Morgan says the billboards will also promote “a range of models.” Steve Morris, company’s managing director, adds that “by producing new vehicles, including the electric version of the 3 Wheeler, we can be sure that Morgan Motor Company will be ready for the next 100 years.”
Does that mean new, perhaps more mainstream models to be released? Perhaps. Or perhaps not. Morgan has responded to the industry-wide push for electric vehicles by creating the EV3. The problem is, the EV3 is a three-wheeler, not exactly a mainstream configuration.
What we do know is that Morgan will be phasing out naturally aspirated V8 engines. The last such powerplants will be fitted into the limited edition Plus 8 and the ultra-limited edition Aero GT.
The biggest challenge for the carmaker, one it is fully aware of, is making people understand that Morgan vehicles are not necessarily expensive to buy and own. The billboards will be promoting “finance packages highlighting how easy and accessible Morgan ownership can be.”
The problem is, they aren’t very accessible. Chances are the cheapest Morgan you can buy will set you back no less than $40,000, converted into British pounds. The most expensive, well above $166,000.
Like it or not, that’s the image Morgan has now: highly expensive, unique, limited edition cars. Maybe that will change, as for the rest of the year two billboards will be explaining to the Londoners traveling between Chiswick and Hammersmith or on M25, near the Heathrow airport, what Morgan is really about.
In the statement announcing the campaign, Morgan says the billboards will also promote “a range of models.” Steve Morris, company’s managing director, adds that “by producing new vehicles, including the electric version of the 3 Wheeler, we can be sure that Morgan Motor Company will be ready for the next 100 years.”
Does that mean new, perhaps more mainstream models to be released? Perhaps. Or perhaps not. Morgan has responded to the industry-wide push for electric vehicles by creating the EV3. The problem is, the EV3 is a three-wheeler, not exactly a mainstream configuration.
What we do know is that Morgan will be phasing out naturally aspirated V8 engines. The last such powerplants will be fitted into the limited edition Plus 8 and the ultra-limited edition Aero GT.
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