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Setting up a brand new car manufacturer is not an easy thing to do, but that is the intention of sacked Morgan Motor Company Strategy Director, Charles Morgan.

Charles was the last Morgan family member of the 104 year old car maker, but he has been fired by the board of directors for unspecified reasons. Steve Morris, Morgan Technologies’ Managing Director said the matter was confidential, but admitted there were challenges in the estrangement of such a large shareholder (30 per cent) and Morgan family member.

Mr Morgan appealed against his dismissal but to no avail. He is taking legal advice on his next move.

However, the prospect of Charles setting up a rival car builder may be of more concern to the Morgan Motor Co, not least because he may try to create a marque that appears too much like that of the current Morgan company.

Charles Morgan said he will “build on the innovation and heritage of my grandfather,” with the new company.

If he does manage to find the engineering talent and funding to create another car maker, that new company will, presumably, be part-funded by profits from the original – and rival – company.

Depending on how much any of the new ‘Charles Morgan’ car is unique, there may be significant challenges to starting a new high quality car maker; he doesn’t wish to build a model that suffers a car breakdown every few hundred miles.

He may choose to ‘buy in’ engines from firms like Ford, BMW or Mercedes-Benz, and components from other suppliers. It is possible that only the bodywork would be unique.

However, this is all conjectural, as legal action may still be taken by Charles over his dismissal.