Fri
Apr 24 2009

Inside the Morgan Motor Company Ltd

Matt Saunders

An aged, rusty iron gate is what first admits you; it’s propped open on the ground by a couple of fist-sized stones resting in an old biscuit tin. Inside, several large brick sheds with big, sun-faded sliding doors stand on your left. Head for the first access door in the nearest building, and get ready for a collision of noises, sights and smells like nothing else in car industry. You are entering the factory at the Morgan Motor Company.

Now you’re inside the first workshop: this is where piles of primary components become running chassis. In front of you are several aluminium underbodies for Aero 8s and Aeromaxes; some are up on jacks, others have wishbones, hubs, wheels and tyres attached. These aluminium ‘tubs’ are glued together, not welded: “two fingernails-worth of glue is enough to pull nine tonnes,” says your guide.

Morgan
Engines are stockpiled in sets of eight and ten in odd corners; some are the Ford four-pots used in Morgan’s smaller models, others the imposing 4.8-litre V8s for the bigger ones. Elsewhere, other mechanical bits and bobs wait to be bolted on – antiquated-looking live axles and cart springs in some cases, much more modern springs, dampers and steering systems in others. The rolling chassis come together as they move down the hall, and then the production line winds around to the right, and into the next workshop.

Morgan
Walk in here and the smell of wood chippings, glue and varnish is almost worth paying for: this is where the cars’ bodies get cut out, shaped, treated, glued and screwed together. Racks of English ash line the walls at one end of the room. Further down there are bansaws, and elaborate-looking vices for shaping and sticking ash panels.

Everywhere there’s banging, sawing, sanding and screwing going on. A fine powder of wood dust hangs in the air, and coats any surface that hasn’t moved in a while. But the chassis move through at a steady rate, as wooden cabin bodies, doors and engine covers are attached, and then aluminium and steel panels are attached in turn.

In other workshops, paint is applied, cabins are trimmed, engines are tested –you name it. And every week, at the end of the line, roughly 14 new cars are produced: ten ‘little ones’ (4/4s, +4s, Roadsters and 4Seaters), three Aero 8s and one Aeromax. It seems incredible by volume car-making standards that so much activity, and such a diversity of it, can go into the making of so few cars – but that’s the marvel that is Morgan.

And business is strong, despite the economic slowdown. In 1997 Morgan made 480 cars; eleven years later the figure was just under 700, and could be 800 this year. One day, it may make as many as 1000 cars a year, they say, but only if that can be done Morgan’s way. And what a totally unique and utterly inimitable way to make sports cars theirs is. You wonder what the rest of the motor industry could learn from it.

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About Matt Saunders

Was a news boy, web reporter and general staff dogs body before two stints as Autocar’s features editor. Now holds enviable status as a road tester for the magazine that invented the format, and is developing a hankering for a fast motorbike.

Comments

Paddler Ed April 24, 2009 6:07 PM

I wonder what the life cycle carbon footprint is for a Morgan car?

The Apprentice April 24, 2009 6:16 PM

The 10,000 mile routine service list requires:

10 Litres of Oil

4 Litres of Screen wash

New headlamp candles

1 Litre of Cuprinol

kdwilcox April 24, 2009 7:30 PM

How wonderfull to read this,all i can say is,

keep it up Morgan.

kd.

ordinary bloke April 25, 2009 12:15 AM

Morgans - one of those "cars you must drive before you die". Haven't yet; hope I have the time to do so.

TegTypeR April 25, 2009 10:17 AM

Fantastic, British industry at it's best.  I'm just glad Sir John Harvey Jones didn't bugger it up all those years ago.

They may be a curio in normal terms, but I'm glad they're still here.

jayaaronson April 27, 2009 10:32 AM

i've been down there and had a walk around, very nice, and very old school traditional

Audi Tastic April 27, 2009 12:52 PM

Must be a wonderful place - what's the waiting list like now - stil 5 yrs plus?

noluddite April 27, 2009 1:05 PM

'You wonder what the rest of the motor industry could learn from it.' Not much I suspect.

trocadero April 27, 2009 1:29 PM

noluddite I agree.

Apart from being profiiatble, having a full order book plus a waiting list and being cash positive. Leading in some technologies (superformed panel making process) and still being here, there is not much the remnants of the motor industry could learn from Morgan.

theop April 27, 2009 3:00 PM

Morgan is not about technologies, nor is the motor industry's lesson "technological"..

Morgan is Morgan. Its not a car, its a statement: In style, individuality, exclusivity, sportsmanship (as per the essential English gentleman terms) etc.

Their customers do not compare other options, they want a Morgan. So to test a Morgan in the magazine against rivals is a pointless exercise risking a potential new customer type (the one who 'd really wanted a Z4 or SL) that will end up dissapointed...

These guys (at Morgan) have the hen that lays the golden eggs provided they don't want to expand sales. Needs no marketing, no sales, its small and manageable as a company and also profitable.

Morgans are not obsolete. They were obsolete in 1970. Now they are art and style statements. How else can you explain that half the motoring press (who theoretically should know better and go for best tech) would love to have a Morgan in their garage?

An 8 would  certainly stand in my top 10 dream garage along the 1970 Carrera, the E type, the Gullwing, the Mk2 Jag, the 1961 Alfa Spider, the Elite, the Cobra and a handful more modern ones...

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