Morgan of all people are to develop a high tech fuel cell, in conjunction with several other companies and with D.T.I. funding, which will power 4 electric motors at a cost of £1.9 million.
www.theengineer.co.uk/Articles/291205/Fuel+cell+sp...m
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Hi-Tech and Morgan aren't words which sit easily with eachother. I recall seeing a programme a few years ago now in which Sir John Harvey Jones (IIRC) went to their factory as a troubleshooter to try and bring them into the then 20th Century. To say they were reluctant to embrace change would be an understatement! Maybe times and faces there have chnaged.
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Have a look at the Aero 8 chassis if you get a chance - it is high tech in its own way. It is a good platform to use for development work, precisely because of the way it is made.
Had Morgan done what Sir John Harvey Jones said all those years ago, it is unlikly they would even still be in business. He completely missed the point of the company.
As it is, it is the oldest UK motor manufacturer to survive in its essentialy original ownership, and may well achieve 100 years as such (2009).
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Well neither you or I could say what would have happened but my point what not so much that he had the right answers to all of their problems but that they seemed reluctant to accept ANY input which begs the question as to why they invited him there in the first place.
I may be wrong but seem to recall them even baulking at the idea of using power tools.
I also seem to recall they had masses of partly finished cars and parts all over the place when they could have been completed and sold to generate revenue as opposed to cluttering up the factory, gathering dust and costing £££'s in the process. If they still operate that way it obviously hasn't been a terminal problem for the company (yet) but it isn't exactly evidence of a modern approach to manufacturing and that explains my initial surprise at Morgan being associated with anything high tech.
I should add that I'm glad they're still in business and hope they prosper even though I wouldn't want one of their cars.
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I think Morgan should be brave enough to introduce a modern car alongside the traditional ones. They tried this unsuccessfully with the "Plus 4 Plus" in 1964. It was quite a pretty car.
www.allonwhite.co.uk/images/usedcars/uploaded//Ext...g
40 years on it might just be time for Morgan to try again, as the traditional 1953 convex grilled body design that was 11 years old in 1964 is now 50 years old! Add another 20 years if you include the earlier flat radiator versions!
The Aero 8, to my mind, is an uncomfortable combination of retro and modern, ripe for a full body makeover. The Aeromax coupe is interesting but only from the windscreen back.
VW had to kill off the real Beetle. BMW did the same with the real Mini and even the Land Rover Defender's timeless looks are dating rapidly now. Morgan will have to replace their traditional cars eventually.
cheers, Sofa Spud
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Whilst I'm not a big fan of the styling and it's not my cup of tea, the Aero 8 is a massive departure in the way its designed and built so, in effect, Morgan have already replaced their traditional cars.
The Aero 8 has even now been "federalized" and is on sale in the USA.
Although they did rather dismiss John Harvey-Jones I suspect they did/have recognised the need to change to survive. They've just done it in their own time and way.
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