O.C.’s Visit to the Morgan Car Factory – 15^th August 2019
 
The Morgan Motor Company founded in 1909, was the world’s oldest family owned car manufacturer, until earlier this year, when the Morgan family ceded a controlling interest to an Italian venture capital company.
 
Morgan have very successfully catered for a niche market of motorist who appreciate traditional, almost 1930/40s styling, open “wind in the hair”, firm ride and lively performance.  Additionally, a wide range of options are available, on colours, wheels, leather, trim, with customers welcomed to visit the factory and select their preferences, leading to a very personalised motorcar.
 
Cars are built to order, with production averaging around 1,000 cars a year.  Suggestions of expansion have been resisted, most notably in Sir John Harvey-Jones’ television series some years ago, and in hindsight Morgan’s policy was vindicated when an economic downturn shortly afterwards led to major output reductions in most areas of the motor industry.
 
The limited production levels, avoid the necessity of mass production robots, and deskilled conveyor belt construction, which are the “norm” in all large car factories.  Morgan are hand built by skilled craftsmen, and while inevitably the finished cars are hardly priced in the “bargain basement”, a loyal and enthusiastic customer base ensures a waiting list of six months or more, and a robust second-hand market.  As an example a good friend and Colston’s contemporary ordered a new Morgan every three to four years for nearly three decades.
 
It was to see this last outpost of British motoring heritage that 13 O.C.’s, family and friends boarded Turners motor coach at the School, to set off to the factory at Malvern Link.  A new driver, Mark, advised that our regular driver, John, had recently retired, and was asked to extend the O.C.’s best wishes to John for a happy retirement. Mark proved to be a most friendly and informative driver, as we have come to expect from Turners Coaches.
 
A Further seven “tourists” joined us at Stonehouse, before a stop at Gloucester Services to relax al fresco in the sunshine, and enjoy a coffee, and for many, one of a delicious selection of cakes.  These services must be in contention for the best on British motorways,- liberal Cotswold stone construction and grassed roofs, almost camouflaged into the landscape, and a commendable emphasis on fresh, local food and drink.
 
Arriving at the Morgan Factory, we were met by our guides for the day, Martin and John, and shown a short film, on the Company, its history, racing three-wheelers at Brooklands, and more recently at Le Mans.  For its first 26 years Morgan only manufactured the iconic JAP or Matchless V-twin engine three wheeler, but in 1936 to meet competition, introduced the 4/4 (4 wheels/4 cylinders) model, which is still continued today, albeit significantly updated in mechanical terms although the body shape has not changed a great deal.
 

 
Morgan’s range in 2019 comprises:-
 
Model           Engine                                           Max Speed m.p.h.    Average Price
                                                                                                             (dep. On options & variant)
 
3 Wheeler    1900cc American S+S  V-twin        115                           £39K
4/4                1600cc Ford  4 cylinder                 117                           £40K
Plus 4            2000cc Ford  4 cylinder                 130                           £44K
Roadster       3700cc American Ford  V-6           145                           £55 to £61K
Plus 6            3000cc BMW Straight 6 turbo       165                           £78 to £89K
 
The Plus 6, announced at the Geneva Motor Show earlier this year, replaces the flagship Aero 8 and Plus 8 range, whose Rover V8, and latterly BMW V8 engines no longer meet EU emission regulations.  The newcomer also gives much improved fuel consumption while maintaining equivalent performance.  The car was given a full 5-star rating when road tested by the Daily Telegraph motoring correspondent. 
 
Our tour largely followed the manufacturing cycle with our guides commentary relayed through clip on ear pieces.
 
Chassis Shop – the steel chassis, (and for the new models, a boxed aluminium section chassis, supplied by a local subcontractor) are assembled with suspension, wheels, electrical looms, and finally engines.  Each car is allocated to an engineer who is then individually responsible for build, up to the Paint Shop stage.
 
Wood Shop – a vast array of preservative treated wooden details are assembled to make up the Frame and doors of each car.  Ash is the preferred wood, being light, yet strong and durable, and comparatively easy to form.  An interesting forming tool looked more akin to Noah’s Ark, but the whole process produced an excellent finish.
In another part of the shop, dashboards and peripheral furnishings were hand crafted with little more than jigsaws, hand finishing, with veneers being adhered in vacuum bags all producing a top quality end product.
 
Tin Shop – here the wood frame is clad with aluminium body panels, some requiring final hammering and fettling into shape.  The long traditional front wings, which are produced by a subcontract vacuum forming company, have the headlight cowling welded on in house, as are the air louvres which are added by a simple stamping process.  The two halves of the centre hinged bonnet are also made on site by basic hammer and forming tools.
 
Paint Shop – this area with its hand-spraying process was surprisingly small and our guide admitted this shop was probably the critical path factor in production output, but in typical Morgan fashion the final result was superb.
 
Trim Shop – the newly painted cars were wheeled to this area, where leather seats, carpets, door cards, and hoods, are produced and fitted by a small team of trimmers.  This averages around 30 hours per car.
 
Final Inspection –  is responsible for checking panel fit and gapping, road testing of all cars, and final polishing and buffing.
 
3 Wheeler Shop  - the 3 wheeler range was produced from 1910 through to 1952.  A marketing and feasibility study in 2011 quickly led to a decision to restart production and culminated with over 800 orders and 18 month backlog.  The massively updated version has a front mounted S+S V-twin engine, similar to a Harley Davidson (not surprising as S+S are 2 ex-Harley engineers), coupled to a Mazda MX5 gearbox.  Production is now at a steady 8 to 10 per month.
 
Showroom, and Museum – these areas display a replica of the 1910 first ever 3 wheeler, Le Mans and other racing Morgans, special editions and anniversary models, an EV3 electric vehicle prototype, and a hydrogen cell concept car.
 
Morgan clearly are in good shape.  The workforce is at an all time high at 220 employees, with an active engineering graduate scheme in place in collaboration with Wolverhampton University.  Exports are up to 70% of production.  Manufacturing timescales have been reduced over recent years from 48 days to 15, by subcontracting electrical looms, chassis forming, and adopting modern bonding techniques, and other measures.
 
We were advised that the Morgan family had in 2019 sold a majority stake to Investindustrial principally to raise the significant amount of capital required to meet current challenges such as Electrical Vehicles.  Investindustrial established a reputation as the firm that resurrected the famous Ducati Motorcycle marque before selling it on to the Volkswagen group.  Their 37% holding in Aston Martin has so far not proved to be a financial master stroke.  It will be very interesting to see how this partnership develops, particularly given the small size of the Morgan factory and the slightly disjointed assembly process.  However an army of Morgan drivers and supporters will be reaching for their “gilet jaunes” at any suggestions to divert from the traditional, and high quality motor cars of unique character.
 
Our visit concluded with a walk through the Souvenir shop.  There was even bottled Morgan beer on sale (had to be tested! Result very good), followed by a snack in the small café/restaurant, before joining our coach for a very pleasant return trip to Stapleton.
 
Another super trip which was enjoyed even by the less mechanically minded, and our thanks must be again extended to Bob, and Tracy, together with Martin and Doug photographically recording the sights of the day.
 
On the visit were-
Peter Beasley                                          Doug & Sue Lodge
Ricky & Val Ellis                                      Martin & Wendy Tayler
Fred & Sue Forse                                    Dave Tooze
Nick & Jane Humphries                          Paul Winterbottom & Grandson
Nigel & Jerry Hurley                                Mike & Maureen Wood
Bob & Wendy Jennings                           John & Jonathon Wright
 
Dave Tooze – Sept.2019