Morgan Motor Company - The Car Maker's Journey into the 21st Century |
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EXCERPTSMaking Cars The Morgan WayThe Morgan family believed that people bought their cars for qualities that went beyond mere functionality. They liked to think that Morgan cars were exclusive products for which customers were willing to place an advance order and wait a number of years for delivery.
Concessions to Modernity - The Making of the Aero 8Despite the fact that the Morgan family did not accept Sir John's suggestions, a slow revolution began at the company in the time following his visit. By the 1990s, Charles Morgan (who became the Managing Director in 1985) had started playing a greater role in the business and he brought with him some modern ideas that did not threaten Morgan's sense of tradition.
Will Change Pay Off for Morgan?Morgan was the antithesis of all that typified a car manufacturer. For decades, it bypassed modern production systems, did not adopt technology in a big way, employed just over a 100 people and continued making individually commissioned cars with a waiting time of more than a year before delivery. Analysts were generally surprised by the fact that a company that was so obviously resistant to change was able to survive for almost a century in the cut throat auto industry... Exhibits
Exhibit I: The Family Runabout |
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