Morgan Cars has been steadily rolling out its quintessentially British 3 and 4 wheelers for over 100 years, but the firm’s core markets have not changed that much. That is, until recently.
The country to which most westerners look for their manufactured goods, China, occasionally looks westwards for its own objects of desire. Morgan’s unique cars have struck a chord with some of China’s nouveau-riche, who are keen to absorb some of Morgan’s class and sportiness.
The Morgan line-up, while thoroughly modern and high-powered in many respects, can thank much of its success to its classic design, and its refusal to rush headlong into modernity the way Rolls Royce or Bentley arguably have.
Morgan aims to sell 50 cars in China this year, which if attained will surpass Japan’s intake, currently averaging 30 a year. Dealers in South Korea are also keen to capitalise on local anglophile leanings.
Having seen China grow into the world’s workshop, it may seem strange that a little sports car company from Malvern is enjoying growing success in ‘The Middle Kingdom’, but it does demonstrate that the trappings of globalisation can move in both directions.
But one area the Chinese have so far failed to dominate in the realm of manufacturing is the automotive industry. As a vehicle recovery provider we know better than most that very few cars in the UK and Europe are of Chinese origin. But with new brands like the Qoros readying itself to launch in the West, that could all change. However, as long as the Chinese buy our own Range Rovers, Bentleys and Morgans in ever-greater numbers, no-one is likely to complain about the perhaps inevitable Chinese auto invasion.
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