Morgan: Morgan Motor Company, the iconic British marque known for its handcrafted sports cars, is not expected to suffer a sales decline in the United States despite the newly imposed 25% tariff on foreign-built vehicles. Speaking on Autocar’s My Week in Cars podcast, Morgan’s Managing Director, Matt Hole, emphasized that the company’s recent market expansion and homologation efforts are expected to sustain momentum. This move safeguards Morgan’s presence in a crucial market and reflects strategic planning to cushion potential impacts from protectionist trade measures.
Hole highlighted that the Plus Four model only recently gained homologation approval for the U.S. market in October last year. As a result, any sales volume generated from the Plus Four in 2024 will be entirely new, representing growth rather than a decline from previous sales. “If you look at the 200 cars that we’ll add in production this year compared to last year, that entire growth is fundamentally the US market,” Hole said. This underscores Morgan’s focus on leveraging new models to tap into international markets while minimizing the effects of external economic shifts.
While the tariffs are undoubtedly a challenge, Morgan’s proactive approach and premium positioning may allow it to weather the storm better than mass-market manufacturers. The company maintains that jobs in its Malvern factory remain secure and that demand for its bespoke cars, especially in the US, is resilient due to their unique appeal. Although growth may not reach its full potential, the foundation remains solid, and customer interest is far from waning.
Morgan Plus Four Specifications Overview
| Specification | Details |
|---|---|
| Engine | 2.0-litre TwinPower Turbo I4 (BMW) |
| Transmission | 6-speed manual / 8-speed automatic |
| Power Output | 255 bhp |
| Torque | 295 lb-ft (auto) / 258 lb-ft (manual) |
| 0-62 mph | 4.8 seconds (automatic) |
| Top Speed | 149 mph |
| Weight | ~1009 kg (dry) |
| Chassis | Bonded aluminium platform |
| Body | Hand-crafted aluminium panels |
| Drivetrain | Rear-wheel drive |
| Fuel Economy | Approx. 40 mpg (UK rating) |
Features of the Morgan Plus Four
Advanced Engineering and Lightweight Design
The Plus Four rides on Morgan’s CX-Generation bonded aluminium platform, which is both lighter and stiffer than its predecessor. Combined with BMW’s potent 2.0-litre turbocharged engine, the car delivers an exhilarating drive. The low weight contributes to its nimble handling, allowing drivers to experience true connection with the road.
Modern Tech with Classic Craftsmanship
Despite its vintage-inspired looks, the Plus Four features modern amenities such as LED lighting, digital instrumentation, optional infotainment screens, and advanced safety components. The car blends nostalgic design with today’s technology, offering comfort and drivability alongside unmistakable character.
Customization Options
Buyers can personalize nearly every aspect of the Plus Four. From custom paint colors and leather upholstery to wheel designs and trim finishes, Morgan allows customers to create a vehicle as unique as their fingerprint.
Performance and Driving Dynamics
With a 0-62 mph time of just 4.8 seconds, the Morgan Plus Four is a proper performer. It offers a balance between raw power and driving finesse, making it a joy for purists. The manual transmission appeals to traditionalists, while the 8-speed automatic variant offers smooth and responsive shifts for those preferring convenience.
The chassis tuning provides excellent feedback, and the car’s compact dimensions make it ideal for twisty back roads. Whether you’re on a leisurely cruise or pushing it through bends, the Plus Four feels agile, responsive, and engaging.
Exterior and Interior Design
Exterior Styling
The Plus Four maintains Morgan’s timeless silhouette, complete with swooping fenders, exposed wheels, and a long bonnet. LED headlights and subtle modern detailing enhance its visual appeal while preserving its heritage-rich look. A range of color and trim choices allow for extensive customization.
Interior Ambience
Inside, the car is a blend of luxury and simplicity. Rich leather, wood veneers, and aluminium accents create a warm and tactile cabin. The low-slung seating and minimalist controls enhance the sporty experience while ensuring comfort and refinement.
Price and Launch Details
The Morgan Plus Four is priced starting at around $90,000 in the U.S., depending on specifications and customization. Despite the tariff-induced price increase, demand remains strong among enthusiasts who value exclusivity and British craftsmanship. The car is already available in select dealerships across North America following its homologation in late 2023.
Other Important Details
- Warranty: 2-year manufacturer warranty, extendable through dealers.
- Production: Hand-assembled at Morgan’s factory in Malvern, UK.
- Availability: Limited production, with around 200 additional units allocated for the U.S. in 2024.
- Target Audience: Car collectors, driving enthusiasts, and those seeking bespoke luxury.
- Market Strategy: Focused on premium positioning and heritage appeal to overcome import costs.
Morgan Conclusion
Morgan Motor Company has long been a beacon of British automotive craftsmanship, and its recent actions highlight a brand unwilling to be deterred by geopolitical changes. The 25% U.S. tariff presents a challenge, but Morgan’s swift homologation of the Plus Four and strategic production planning have positioned the brand to adapt rather than retreat.
The company’s appeal lies in its distinctive blend of classic design, modern engineering, and handcrafted charm. For American buyers, owning a Morgan is a rare privilege—one that transcends mere transportation and ventures into the realm of timeless motoring art. It’s this allure that insulates Morgan from the more disruptive effects of price hikes and shifting policies.
By continuing to prioritize personalization, driving experience, and authenticity, Morgan is reaffirming its value proposition in a market that increasingly prizes individuality. The Plus Four’s success in the U.S. is not just a commercial endeavor but a symbol of the brand’s global aspirations.
Additionally, Morgan’s confidence in its U.S. outlook reflects an understanding of its customer base. The average Morgan buyer is less likely to be swayed by moderate price increases, especially when the product offers something unmatched by larger manufacturers.
In conclusion, Morgan’s journey through the tariff storm is a story of strategic thinking, strong identity, and unshakable craftsmanship. The company isn’t just surviving—it’s charting a unique course forward, backed by a loyal following and a vision steeped in tradition and innovation.
Morgan FAQs
1. Will the 25% U.S. tariff significantly raise the price of Morgan cars?
Yes, the U.S. tariff will increase the base price of Morgan cars imported from the UK by around 25%. However, Morgan caters to a niche luxury market where buyers are often more focused on craftsmanship, exclusivity, and the heritage of the brand. This means that while the price hike may be significant numerically, it is unlikely to lead to a major drop in demand among typical Morgan customers.
2. Is the Morgan Plus Four available with both manual and automatic transmissions?
Absolutely. Morgan offers the Plus Four with both a 6-speed manual transmission for those who enjoy traditional driving engagement, and an 8-speed automatic transmission for smoother shifts and ease of use in various conditions. Both options are mated to the same powerful 2.0-litre BMW engine and offer excellent performance tailored to driver preferences.
3. What makes the Morgan Plus Four different from other sports cars?
The Morgan Plus Four stands out due to its handcrafted body, aluminium chassis, and retro-inspired design. Unlike mass-produced sports cars, it offers an unmatched sense of individuality and character. Every vehicle is built to order, and its lightweight frame combined with a powerful BMW engine delivers a unique blend of old-school motoring spirit and modern-day performance.
4. Where can customers in the U.S. buy a Morgan Plus Four?
Morgan vehicles are available through a network of authorized dealers across the United States. After receiving homologation in late 2023, the Plus Four has been made available in select showrooms, and customers can visit the official Morgan Motor Company website to locate their nearest dealership or configure a car directly online.
5. How is Morgan dealing with the U.S. tariff in terms of business strategy?
Morgan’s strategy revolves around proactive growth and premium market positioning. By expanding its U.S. market presence with the newly homologated Plus Four, the company aims to increase volume without cutting into existing sales. While the tariff may slow growth, it doesn’t create a void. Morgan is banking on its brand appeal, high customization, and unique value proposition to maintain momentum despite the financial headwinds.
