Sales of the United Kingdom’s hand-built Morgan sports cars to the German market have tripled in the first half of 2003 with orders placed for 90 units – a company record – compared to an average of 30 for the same period in previous years.
“There has been an unprecedented increase in sales figures across the board in the last six months, most notably within the German market,” said Morgan sales and marketing director Matthew Parkin.
He attributed the rise to the introduction of a 35th anniversary edition Plus 8 and the entry-level 4/4 Runabout as well as the reduction of Morgan’s once-legendary multiple year-long waiting lists and an expanded worldwide dealer network.
Germany, traditionally Morgan’s second biggest market after the UK, has a network of dealerships located in key cities – Merz & Pabst in Stuttgart, Morgan Munich and Flaving Morgan-Importeur in both Unna and Berlin. The network was recently boosted by the addition of Auto-Koenig GmbH in Munich.
Parkin added: “Last year did see a marginal decline in trading for all small scale motor manufacturers but today’s figures can give us confidence in the future.”
Morgan Motor Company now guarantees delivery from its Malvern factory in 12 months from order. That’s way down from the three to four years once common for the brand’s popular models and just-auto has also recently heard anecdotal reports that delivery times are now as short as a few weeks, or less, for some current models.
Early 2004 will see the launch of the relatively new Aero 8 in the United States, now Morgan has finished the extensive process of gaining federal approval. To prepare for the new car, which is constructed with a greater proportion of ‘modern’ materials such as aluminium than its ash timber-framed predecessors, two new dealers have been appointed to handle the claimed “already considerable demand”.