The Geneva International Motor Show is arguably the most important show of the year for the motor industry.
On a little piece of Switzerland’s finest neutral territory, car manufacturers battle it out laying bare their wares for journalists, competitors and tyrekickers to pore over. It’s the premier location for new models and concept car debuts, it’s the place where designers’ dreams come face to face with the harsh spotlight of public opinion, and it’s Morgan’s biggest event of the year – a mecca for customers, suppliers, sponsors and press to get touchy feely with Morgan’s latest offerings.
Except, this year, unlike previous years, Morgan isn’t actually bringing anything new. There were talks of a Roadster upgrade, and a new engine…but in fact, the Morgan model line up for the show is a familiar one with a 4/4, Plus 4, V6 Roadster, Plus 8, Aero 8, two petrol 3 wheelers, an electric 3 wheeler (1909) and an EV3 Junior on show this year.Steve Morris, Morgan’s MD, explains, “This year at Geneva rather than launching something new, we are celebrating our successes. Despite the predictions of global downturns from the economic doom-mongers, 2016 proved to be one of the most successful years in the company’s history. The 3 Wheeler, Classic range and Aero models all sold in impressive numbers and consolidated our reputation around the world.”
And, he’s not wrong! Now in its 108th year of manufacturing, the British company built 750 vehicles in 2016, of which 70% were exported through 60 official dealerships in 32 countries. The opening of new showrooms around the world, including Mexico and planned South American dealers, will allow new customers to enjoy the Morgan experience in markets previously without Morgan representation.
Denne historien er fra April 2017-utgaven av MOG Magazine.
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Denne historien er fra April 2017-utgaven av MOG Magazine.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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Breaking the Mould
Last month we had part one of our series about unique Morgans. This month we delve into the wider world of car design, exploring a few alternative avenues the Plus 4 Plus could have taken and the intriguing Serra Coupe…
The Holy Trinity
The 3 Wheeler is an undeniably fun car. It’s fast, thrilling and addictive. V-Twin power, solid handling and heaps of style make for an irresistible blend that puts the 3 Wheeler in a league of its own.
Breaking The Mould
Morgans are rare as standard, other limited runs are even more desirable – yet some are completely unique. There have been a surprising number of one-off Mogs across the decades, some oddities and others stunning in design. Douglas Hallawell takes a look at some 1950s and 1960s examples, including the Morgan EB, aftermarket rebodies and the prospect of an Italian-designed Mog, in the first of our three-part series.
The Morgan Shooting Brake
Perhaps the biggest challenge I’ve faced in these New Perspectives articles is selecting the vehicle type to base my study upon. ‘To design a vehicle that Morgan would never produce, in the style of a Morgan’ has often detached me from my comfort zone. Each month I begin by staring at a blank piece of paper and wondering what would I want to see from a tractor, boat, aeroplane or van. Whilst the industrial design process excites me regardless of the subject matter, it is fair to say the motorbike, Aero race car or hotrod were easier studies as I could draw from my own personal enthusiasm for these vehicle types. On the whole, I havehad to think entirely ‘out of the box’.
Ring Of Fire
Loved, revered and lusted after, the V8 is a thing of beauty. Housed in the beautiful lines of a Morgan, it's a breath-taking combination, but has this engine had its day?
In the Workshop
This month we travelled to one of the most well-established Morgan dealerships in the realm – Richard Thorne Classic Cars.
Breaking The Mould
In the third and final part of our series on one-off Morgans in Europe, we take a look at a Luxembourg designed Morgan, the Morgan Grand Sport – a car that nearly became a limited run of Mogs…
Cause For Celebration
The Geneva International Motor Show is arguably the most important show of the year for the motor industry.
Perfect Parts
It’s all well and good having lots of power, but it’s next to useless without a good set of brakes. This month, we take a look at caliper assembly…
