The Lonely Morgan Display

Brendan Moore


One of the things I’m always drawn to whenever I go to one of the big auto shows are the stands that are not being swarmed with curious show attendees; and, in fact, are quiet, with only an occasional passerby.

I was in between events yesterday and needed to pound out some text so I sat down near the Morgan display with my laptop and proceeded to get to work. I was there for a little over an hour and not a soul ventured onto the carpet in front of the two Morgans. A woman wearing a media badge walked by and remarked to her companion, “I don’t know, it looks like some kind of retro kit car. I’ve never heard of them so it must be some tiny company that does a kit car on top of a modern car platform.”

Well, of course, that’s not so. Morgan is a going concern and has a long history of making fine cars. If you’re a Morgan employee, it’s got to make you grind your teeth a little when you hear something like that. Even worse, you’re paying some serious coin for exhibit space at the Los Angeles Auto Show to get that sort of reaction, so that’s got to hurt as well.

Yet, they are here. Like the company itself, the Morgan stand is small and quiet. It’s a bit poignant, really, this little piece of Brittania tucked away in a corner with people hurrying by on their way to the Ferraris and the Bentleys. Even the Vector, the star-crossed supercar that has had a tough time even existing during its sometime sordid life, draws the occasional visit, but the Morgan display goes unnoticed.

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Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at

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  1. If I wanted peace and quiet, I’d probably head toward something like the Morgan display too. What kind of quirky person would buy a car like that anyway?

  2. My father. He had a Plus 8 until the day he died. After awhile, I figured out that I just wasn’t going to drive it, ever, so I sold it. The first guy that looked at it bought it. It had a frame made out of ash wood, if I’m remembering right. And a V8. A very unusual combination, that’s for sure.

  3. I’m the type of person who’d buy a quirky car like a Morgan!

    Love it to bits. Poor Morgan!

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