Morgan stands alone in 'age of conformity'

25 Oct 2011 - David Hort

Morgan stands alone in 'age of conformity'

Morgan is one of the most famous names in the independent British motor industry and, while it doesn’t produce the same volume of cars as the likes of Jaguar, Bentley or Rolls-Royce, the company has its own loyal fanbase including one Richard Hammond.

We spoke to Morgan's managing director, Charles Morgan, about his views on the company, brand image and its plans for the future.

Morgan has been building iconic three- and four-wheel lightweight sportscars for more than a century and still retains the traditional bodystyles and design of cars that’s more Jeeves and Wooster than Fast and Furious. As a result there’s a nostalgic hue of familiarity and appreciation of heritage that comes with the Morgan brand.

But does that mean it’s in danger of becoming something of an artefact – a reminder of British engineering in the 1900’s – rather than a cutting edge manufacturer; building niche, powerful and innovative cars? Not a bit of it, says Charles Morgan.

“Morgan never copies the past but our heritage inspires us," says Charles Morgan, Morgan’s managing director.

“All Morgans are made from the latest materials using the latest low-volume production methods. All our powertrain, brake systems, electronic control units, emission and safety systems match or exceed 2011 standards - in fact Morgan has actually been a pioneer."

Innovation

That’s a no then. Charles Morgan is the third man to run the company, taking over as managing director in 1999 from his father. Morgan remains enthusiastic about the company even after 100 years of the family run business – first established by his grandfather when he used a Peugeot engine in the first three-wheeler in 1909 – pointing out a number of Morgan firsts.

“Morgan were the first production cars with independent front suspension, disc brakes, a bonded aluminium chassis, superformed alloy outer panels, 0-60 in 4.5 seconds combined with 50mpg. The Morgan Aero SuperSports is the lightest production V8 engined car in the world."

Morgan’s innovation has been seen most recently with the new 3 Wheeler that debuted at this year’s Geneva Motor Show. The 3 Wheeler was one of the major talking points at the show thanks to its blend of brilliant Morgan traditionalism with its three-wheel layout and body graphics that hint at Morgan’s personality as much as its history.

“The small team of engineers who created the new 3 Wheeler were not born when the last one ended production, so the solutions and performance of the car are 21st century."

In the early days vehicles with three wheels were Morgan’s signature, not just for their asymmetrical wheelbase but also power and performance too, which thrust them to the forefront of the industry. They established the link between a lightweight body and a powerful engine, which has defined Morgan models since.

That blend of performance, lightweight design and traditionalism has, in Morgan’s opinion, made its cars famous in foreign countries and synonymous with quality.

“Abroad (but not necessarily in the UK) ‘Made in the West Midlands of the UK’ (or Malvern) is a guarantee of quality," insists Morgan.

Green credentials?

While the goalposts have changed for the industry with a focus on green motoring, Morgan is still adamant that his company leads the way – this time providing a green car that’s still fun to drive.

Heading the list of Morgan’s ‘green’ cars is the 4/4 – a modern reworking of the manufacturer’s first-ever four-wheel car.

While its CO2 emissions stand at 143g/km, around the average for new cars in the EU, its lifespan emissions from production to on the road give it an Environmental Rating for Vehicles (ERV) of 24 points – only marginally less than industry leader, the Smart Fortwo.

“Although a classic Morgan looks traditional it does 50mpg and, according to Cardiff University, is a “greener" car than a Toyota Prius hybrid," says Morgan.

Morgan’s new 3 Wheeler, Morgan’s take on a mobility solution, on sale now, is also integral to its attempts to slash CO2 emissions across its range however the company is yet to publicise official emissions data for the model.

“The launch [of the 3 Wheeler] has come at the right time. It proves that a green solution to personal mobility does not have to be electric or slow. It is a new way at looking at getting from A to B. Rather like the mountain bike transformed off-road biking."

Future plans

As a result there are high hopes for the three-wheeler at Morgan’s headquarters in Malvern, Worcestershire – the manufacturer’s spiritual home – for strong 3 Wheeler sales.

“At present [Morgan builds] 1,000 per year but consistent demand for Morgan’s 3 Wheeler should ensure this rises to 1,500 in 2012. Assembly of this car in Malvern provides a lot of work for our suppliers in the West Midlands," said the MD.

The Morgan production process also plays an important role in the brand’s unique image.

While that places extra stress and strain on the craftsmen at Malvern, the flexible working environment established in the early 1900s survives to this day, with all levels of staff a part of the brand’s development.

“We operate flexi time and work to task rather than the clock. This allows us to work hard in periods of high demand but also to give time off in fallow periods. Absenteeism at Morgan is half the national average. The whole work force shares a vision of where Morgan is going in the future."

It’s difficult to knock Morgan’s optimism, too. Despite a recession, Morgan has seen it all before having “survived two World Wars and at least two major recessions" – and a damning assessment by TV’s first roving businessman, Sir John Harvey-Jones.

As part of his 1990s TV show, Troubleshooter, Harvey-Jones visited advised struggling companies on how to reverse their fortunes.

That brought Harvey-Jones to the doors of the Malvern factory in Worcestershire, where he panned the company, calling for modernisation and a ramping up of production and pricing.

Charles Morgan’s father, Peter Morgan ignored his advice and the manufacturer continues to operate as it always has, by creating handmade, built-to-order cars from its modest factory.

Despite his company’s healthy outlook, however, its MD is convinced that smaller companies like his own bear the brunt of bureaucratic red tape.

“Morgan cars have assimilated legislation and homologation that has been written for mass manufacturers; not bespoke car makers", says Morgan of safety and emissions figures designed for the Fords and Vauxhalls of this world, rather than the Morgans.

Exports: target China

The company has only been able to overcome these problems through innovation and sales strategy, says Morgan, with the company targeting lucrative foreign markets as well as serving domestic demand.

“Because the UK market is occasionally volatile Morgan exports 70% of its output so the fun of driving a Morgan is recognised internationally.

While there’s a desire to make the manufacturer a success in the UK, Morgan is adamant that exports to emerging foreign markets will provide the backbone for his brand’s success, alongside continued innovation.

His short-term aims are, he says, to “make a success of Morgan exports to China next year. To continue to innovate in design and engineering using new materials to make production cars more efficient. To combine performance on the road with social responsibility and lower emissions."

'Visceral thrills'

Despite bemoaning the lack of help for UK manufacturers in recent years, Charles Morgan says that recent changes to research and development tax credits are “a notable incentive to innovate."

Those incentives have led the manufacturer to promise to introduce a new car at the Geneva Motor Show, every year, starting with the 3 Wheeler last March. That development will continue with the introduction of a new performance model next year and a light weight, four-seat saloon in 2013.

And, as the MD points out, the attributes that make a Morgan, well, a Morgan, remain today.

“Light weight, balance, style, “driving by the seat of your pants" - visceral thrills. You instantly know you are behind the wheel of a Morgan, which is often not true of other cars.

“The response from other road users is also fun and gives a warmth to Morgan ownership. Our designer likes to say the look of a Morgan should be automotive theatre."

“The bespoke nature of the top range of Morgans is very attractive in an age of conformity."