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What Does A Morgan Mean?

posted Nov 15, 2010, 7:02 PM by Tony McLaughlin
Lorne Goldman, July 22, 2006
I worry that the MMC is campaigning hard to change the traditional perception of a Morgan and their owners.

This effort is evident in the latest MMC advertising prose and the new "exclusive" Aero-owners-only Morgan Aero Club. It is apparent in the many "limited" editions these days and the aggressive plans to license the wings logo for high-end merchandise in the UK and the NA. It is obvious in the price of these day tickets..more costly than a 4 day pass for a Gold Seat at a Formula I Grand Prix.

Morgan owners worked for 10 decades to create the world's perception of the car. It was that perception I had when I bought my Morgan and I loved it then and I love it now. When our cars are recognized they gather kids and geezers eager to show what they know of it. We leave a trail of smiles behind is.

Morgan owners are seen as the lovable rag-tail adventurers of the auto-world. (I don't think Bill Fink has been out of worn blue jeans and jackets since Keeble College and I doubt Greg Flaving has either! [smile]) This is the honor of owning a Morgan..an association with a non-effete bunch of fun-lovers a century long.

I have owned "high-end" conspicuous consumption cars. I don't now. If you are looking for a happy relaxed welcome from strangers..I don't recommend one to you, regardless of their 0-60. You won't get approached by proud parents asking whether their young daughter can pose with them on her Communion Day in Dublin. Actually, you won't charm a soul, only make them envious..(surely the worst emotion mankind has ever concocted).

I have my doubts the Factory will succeed in giving a Ferrari-price perception to all our cars. If they do we will lose much and they will gain little. However, what they can do and must succeed to some degree is to attract different people into our community, those poor souls who need the trappings of very apparent wealth and exclusivity.

The truth is that most of the world cannot tell the difference between a 2006 Roadster and a 1958 4/4. So there it is in a nutshell. Should your Morgan be marketed as a mark of great wealth, exclusive to a "select" group? Will that get you new friends and a free pint in an unknown roadside pub? Or will it get you mugged instead? (sad smile)
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