Morgan automobiles are some of the most unique cars on the road. Hewing to this company’s particular idiosyncratic traditions has ensured its products are both heritage-steeped (the 1930s-descended 4/4, Plus 4, Plus 8 etc.) and postmodern (the racing-influenced Aero range), albeit defined through that Morgan filter. They inspire a passion among their owners that is infectious, and as we learned last summer at the Hemmings Sports & Exotic Car Show – where Morgan was one of the specially invited marques – those owners go to great lengths to share their enthusiasm with each other and with the general public.
A lot of the appeal of the cars built by this 104-year-old firm is that they are boutique products still built by hand, infused with the old soul of Malvern, England. Although safety and emissions legislation has meant that Americans haven’t always been able to buy new Morgans, the company has been able to sell every one it has imported. The Morgan Motor Company’s story is so well known among true car people, you wouldn’t think it would need to advertise. That said, we’ll challenge you to watch this newly released video – in which craftspeople walk you through the four-week build process, primarily highlighting the traditional ash-framed models, in roughly 8 minutes – and to end up not wanting to experience driving one firsthand. You too will fall under Morgan’s spell.
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