A CENTURY OF CRAFT, A FUTURE IN MOTION
MORGAN MOTOR COMPANY
PROJECT DIRECTED BY:
GLEN NEWTON
A CENTURY OF CRAFT, A FUTURE IN MOTION
There are few names in the automotive world that command as much reverence as Morgan Motor Company. Not because of sprawling factories or mass production figures, but because of what it represents: the preservation of craftsmanship in a digital age, the art of motoring in its purest form, and the courage to evolve while never abandoning one’s soul.
For more than a century, Morgan has quietly carved out a space that no other manufacturer has dared to occupy, where ash frames meet bonded aluminium, where every stitch is still sewn by hand, and where the spirit of driving is measured not in lap times, but in the sensation of open-road adventure. In an industry consumed by consolidation, automation, and relentless speed to market, Morgan has remained a singular anomaly, both timeless and modern, nostalgic yet relevant.
Founded in 1909 by H.F.S. Morgan, the company was born in the English town of Malvern and has never left. The early years were defined by three-wheelers powered by V-twin motorcycle engines, vehicles so lightweight and clever that they beat much of the early competition, including on the hill climb circuits that made the brand famous. In 1936, Morgan introduced its first four-wheeler, the 4/4, which remained in production for over 80 years, the longest continuous production of any vehicle in automotive history.
Today, Morgan is in the midst of a transformation that both respects this legacy and repositions the company for a very different future. 2025 is shaping up to be a year of meaningful evolution. The business is now under the stewardship of Investindustrial, a private equity firm with a track record of supporting premium brands, including Aston Martin and Ducati. Their involvement, while
All images: Morgan Motor Company
MORGAN MOTOR COMPANY
financially strategic, has been intentionally light-touch. The Morgan family remains involved, employees are shareholders, and the business retains its independence in character and decision-making. This balance of legacy and modernity has proven essential.
One of the most significant achievements of the past decade has been the development of the CX-Generation platform, a bonded aluminium architecture that replaced the traditional steel chassis and has underpinned a new wave of models. The Plus Four and Plus Six, launched in 2020 and 2019 respectively, represent Morgan’s successful attempt to retain its design language and analog driving experience, while delivering improved rigidity, performance, and safety.
But perhaps the most telling sign of Morgan’s ambition arrived in the form of the Supersport, unveiled in 2025. This flagship model is more than a car; it’s a statement. Built on the next-generation CXV platform, the Supersport is Morgan’s boldest performance machine to date, featuring a BMW-derived inline-six engine,
improved aerodynamics, and a price point that firmly positions it in the realm of modern European exotics. Yet, despite the power, the carbon, the precision engineering, it’s still undeniably a Morgan. There’s no mistaking the silhouette, the craftsmanship, the feel.
In parallel, Morgan has made strides with the Super 3, a return to its threewheeled roots, but executed with a modern sensibility. Released in 2022 and refined through 2024, the Super 3 has proven a commercial and critical success, expanding Morgan’s reach to new markets, particularly the United States, where its motorcycle classification has enabled wider homologation. Lightweight, agile, and stripped back to the essentials, the Super 3 is a spiritual successor to the vehicles that defined Morgan’s earliest successes, while also being its most accessible model to date.
The company has not stopped at performance or retro charm. In collaboration with Pininfarina, Morgan revealed the Midsummer in 2024, a barchetta-style open-top sports car
limited to just 50 units. Each was sold before pricing was publicly released. This partnership with one of Italy’s most iconic design houses underscores Morgan’s rising profile in the world of high-end bespoke automotive craft. It also signals a willingness to reinterpret its own identity, marrying English heritage with international flair.
As 2025 unfolds, the company is focusing not just on new product development, but also on ensuring long-term sustainability; financially, environmentally, and technologically. While many competitors scramble to meet emissions targets and electrification mandates, Morgan enjoys certain regulatory exemptions due to its low-volume status. The brand produces fewer than 2,000 cars per year, allowing it to continue offering internal combustion engines until 2035 in some markets. That said, the company is far from complacent.
An electric Morgan is not a question of if, but when. Behind the scenes, work is underway on future-facing technologies. Morgan has already developed an electric Super 3 prototype (known as XP-1), and managing director Matt Hole has acknowledged that electrification is inevitable. Yet, as with all things Morgan, the approach is measured. The brand will not rush into battery platforms that compromise weight, agility, or the tactile experience that defines its vehicles. The goal is to wait until the technology, solidstate batteries, improved energy density, lighter packaging, aligns with the brand’s principles.
This careful, craftsman-led approach extends to every element of the business. Each Morgan is still hand-built at the Pickersleigh Road factory, where skilled technicians shape aluminium panels over ash frames using methods passed down through generations. It’s not about nostalgia for nostalgia’s sake; it’s about delivering a product that cannot be replicated on an assembly line. Every detail is intentional. Every imperfection is human. That’s not a flaw, it’s the signature of authenticity.
MORGAN MOTOR COMPANY
Beyond the workshop, Morgan is increasingly focused on the owner experience. The Morgan Experience Centre now hosts tours, test drives, and heritage days, drawing visitors from across the globe. Community remains central to the brand’s identity. With more than 5,000 active members across 50 owner clubs worldwide, Morgan owners are more than customers, they are ambassadors of a lifestyle that values simplicity, character, and mechanical connection.
International expansion is also on the agenda. Morgan has re-entered the U.S. market with fresh vigour, thanks to new homologation pathways for both fourwheel and three-wheel models. The brand’s distinctive Britishness, paired with its exclusivity and mechanical charm, has found favour among a new generation of drivers, many of whom are looking for something entirely different from the digital driving experience of modern cars.
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MORGAN MOTOR COMPANY
Internally, Morgan’s management has been recalibrated to match this global momentum. The appointment of Stephen Armstrong, former Ford of Europe executive, as non-executive chairman earlier this year adds seasoned industry perspective. His insight complements the technical leadership of Matt Hole, who brings a measured engineering focus to product development and innovation. This fusion of traditional craftsmanship and modern management may well be the secret to Morgan’s continued independence and success in a sector where consolidation is the norm.
The numbers, too, are strong. In a year where many niche manufacturers have struggled with supply chains, emissions compliance, or dwindling demand, Morgan has seen stable order books, consistent waiting lists, and growing global interest. While the business may not chase volume, it is undoubtedly in demand.
What comes next for Morgan may look different, but it won’t feel
different. That’s the promise. Whether through electrification, limited edition collaborations, or new platforms that redefine the Morgan experience for a new era, the company remains anchored to its purpose: to deliver cars that move people, not just physically, but emotionally.
Morgan Motor Company doesn’t just make vehicles. It makes statements. About how things can be done differently. About why the human touch still matters. And about how the future doesn’t always have to mean forgetting the past.
In a world increasingly drawn to speed, scale and sameness, Morgan stands defiantly apart, a reminder that excellence isn’t always found in the newest technology, but in the care, patience, and passion with which something is made. As 2025 continues to unfold, and as the automotive world rushes toward electric homogeneity, Morgan’s greatest achievement may simply be its refusal to rush at all.
www.morgan-motor.com
