An outsider, especially one not familiar with the automotive industry, could easily view the Morgan Motor Company as antiquated or even archaic. Its cars are still built by hand, in a factory that looks more like a successful repair shop than an automotive assembly plant.
Its designs lean more towards traditional than modern, and some (like the Morgan Three-Wheeler
) even date back to the 1930s. That would likely be enough to have most newly-minted MBAs question if a company like Morgan even has a place in today’s automotive industry.
The answer, according to Morgan Motor Company Managing Director Charles Morgan, is yes. In the second Morgan-specific video
produced by The Telegraph
, Charles Morgan explains how, despite its nearly negligible volume (by big-company standards, anyway), Morgan still manages to exert some influence on the industry.
Its small size makes the company accessible for engineering and R&D projects, and Morgan collaborates with larger automakers for needed components. Though most of its tradition-rich vehicles still use ash wood frames, Morgan is developing a new chassis design that blends aluminum and magnesium.
The result, it hopes, is a material that’s up to 30-percent lighter than current aluminum structures, yet stills retains the needed strength and rigidity. Morgan sees this as differentiating the company from other automakers, focused on using carbon fiber to achieve the same weight-reduction goal.
Morgan knows his namesake company will never rival General Motors or Ford for annual production, but that doesn’t mean it won’t continue to be successful. Its future, oddly enough, depends on incorporating modern designs and materials into niche products that still retain a vintage feel
. No one on the planet does that better than Morgan.