Morgan Motor Company - The Car Maker's Journey into the 21st Century |
ICMR HOME | Case Studies Collection
» Business Strategy Case Studies Please note: |
||||||||||
"From a Harvard Business School point of view, the company (Morgan) has done almost nothing right... It has for the most part failed to automate or expand, failed to diversify, failed to change its product line, failed to turn to the stock market for new capital... It has, in short failed to do everything but succeed." - An extract from an Esquire magazine article, quoted by BBC in 2001.1 "Other cars are built to price. Ours are built to last." - Charles Morgan, Managing Director of Morgan Motor Company in 2003.2 Morgan Announces 'Eco Car' ProjectIn mid-2005, Morgan Motor Company (Morgan), a British car manufacturer which had stuck to old fashioned hand crafted cars, announced that it was to start developing what it called the 'world's first environmentally friendly sports car'.
They were capable of delivering high top speeds, but they did not generate the surges of power required for rapid acceleration. Morgan planned to overcome this shortcoming by using powerful capacitors (devices which store electricity and then release it rapidly).
Morgan Motor Company - The Car Maker's Journey into the 21st Century - Next Page>>
1] www.bbc.co.uk
|
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies. |