Morgan is working on a new car to modernise the brands design
Morgan – the family-owned British car business mostly known for making quirky three-wheeled cars that fool people into thinking they are 100 years old – is looking to modernise their design (kinda).
That said, their idea of an updated design will likely look more like something from the 1960s than 2000s… think Jaguar E-Type kind of thing.
The brand has announced they’re building a high-performance sports car to reinforce their brands’ reputation for performance while keeping to the traditional styling heritage of the brand. The new car’s bonded and riveted box-section aluminium chassis is said to be in final stages of development, and it’s also meant to be versatile enough to adapt for further applications.
On the mechanical side not an awful lot is known. It’s likely to come with an inline-six engine, with the possibility of forced induction and electrification. Expect to see 350+ horsepower a top speed greater than 150mph.
The first car to use the new chassis design is likely to have its debut in 2019 celebrating the 110th Morgan anniversary.
Okay on a more serious note, the new car is reportedly the result of several years of research into how the future of the brand known for it's classic and traditional design should look. The company's classic design is a large part of its heritage and brand identity, hence to some Morgan cars might look 'old' but they are anything but that underneath.
It's (relatively) easy to update whats hidden underneath, it's far more difficult to 'update' the design language of a brand that's mostly known for it's design, most people buy Morgans afterall do it for the looks and the charm of these old timey motors.
Morgans head of design Jon Wells has a tough job on his hands- as he needs to keep the classic styling and heritage while also modernising it, ripping it straight out of the 1930's and moving it to the space age of the 1960's. Or in his words:
“Our task is to take the charm of classic motoring and make it relevant,” “so that it can be respected and desired as a good piece of modern design.”