Four Models Introduced to Japan

The models handled in Japan this time are the "3 Wheeler" (¥7,668,000), "4/4" (¥7,668,000), "Plus 4" (¥8,208,000), and "Roadster" (¥9,936,000).

All four-wheeled models are equipped with Ford engines. The 4/4 features a 1,595cc Ford Sigma engine producing a maximum output of 112ps and maximum torque of 132Nm. Its top speed is 185km/h, and it accelerates from 0-100km/h in 8 seconds. The Plus 4 uses a 1,999cc Ford GDI engine, delivering 156ps and 156Nm, with a top speed of 189km/h and 0-100km/h acceleration in 7.5 seconds. The Roadster is powered by a Ford Cyclone V6 engine, also found in the current Mustang, boasting 3,726cc, 284ps, and 352Nm. Its top speed is 225km/h, with 0-100km/h acceleration in 5.5 seconds.

The 3 Wheeler is equipped with an S&S V-twin engine. Its 1,979cc displacement produces 69ps and 129Nm. It achieves a top speed of 185km/h and accelerates from 0-100km/h in 7.0 seconds.

These models will be sold through a nationwide dealer network of eight companies, which will also handle after-sales services.

Reputation Built on Lotus and Caterham Success

SCI, the importer of Morgan in Japan, is a subsidiary of VT Holdings, which handles the import and sales of Caterham and KTM "X-BOW." Another subsidiary, LCI, imports and sells Lotus.

VT Holdings is a publicly traded company on the First Section of the Tokyo Stock Exchange, engaged in the automotive sales business. It focuses on expanding its dealer network both domestically and internationally, as well as its importer operations.

Makihide Ito, Representative Director of SCI, commented, "We were entrusted with the importer role for Morgan in Japan after our track record with Lotus and Caterham was recognized."

He added, "In an era where discussions about automobiles often revolve around electrification and autonomous driving, leading towards commoditization, we aim to provide these cars to true enthusiasts and establish a system where they can be maintained with peace of mind, in cooperation with the manufacturer, dealers, and Morgan clubs."

Makihide Ito, Representative Director of SCI

Targeting 50 Units Annually

Morgan's annual production stands at 850 units. In Japan, sales were 10 units in 2016 and 23 units in 2017. Why did they embark on an import business for a manufacturer of this scale? "I had always wanted to do it, but VT Holdings wouldn't approve for a long time," recalls Justin Gardiner, Brand Manager for Morgan Cars Japan at SCI. "However, when the president of VT Holdings visited the Morgan factory last year, it was a go."

"Seeing each craftsman meticulously build the cars, he determined that at ¥7-8 million, they were inexpensive and would sell," Gardiner revealed.

Gardiner further stated, "While sales in the Japanese market have been between 10 and 20 units previously, they have the potential to sell much more. However, the issue of after-sales service was a significant bottleneck. Therefore, we are intensifying our focus on after-sales."

He added, "We have committed to an order of 30 units this year. Of course, depending on production capacity, whether they all arrive in Japan within the year is uncertain," he said with a smile, but expressed optimism, "We anticipate being able to secure orders beyond this." For next year and beyond, "we will aim for around 50 units," he stated.

The delivery time from order to handover is "as quick as 8 to 9 months, but ideally, we would like customers to allow up to a year."

Boasting Over a Century of History

The Morgan Motor Company was founded in 1909 by Henry Fredrick Stanley Morgan, beginning with the 3 Wheeler. The first prototype featured a tubular steel chassis powered by a 7hp Peugeot V-twin engine. Its distinctive feature was an exceptional power-to-weight ratio of 90hp per ton. Production of the 3 Wheeler continued until 1953, with displacement increases and other enhancements.

The first four-wheeled model was the Morgan 4/4, introduced in 1936. The "4/4" designation signified four cylinders and four wheels, distinguishing it from the 3 Wheeler. While the front end received design modifications, the underlying structure has remained largely unchanged to this day. The engines used have also been Ford units since the Series 2 in 1955.

Morgan's frame consists of a steel ladder chassis (or tubular frame for the 3 Wheeler) with an ash body structure, onto which aluminum body panels are fitted. This construction has also seen minimal alteration. In essence, Morgan is a manufacturer that has continued to exist in the modern era with little change since before the war.

However, Morgan's model range has evolved into the 21st century. The "Aero 8" was unveiled at the 2000 Geneva Motor Show. In 2011, the Morgan 3 Wheeler reappeared, a modern interpretation of Harry Morgan's design after more than 50 years. Furthermore, the "EV3," announced at the 2016 Geneva Motor Show as Morgan's first electric vehicle, is based on the popular 3 Wheeler.

"Morgan's philosophy remains the same as when it was founded over 100 years ago. From research and design to painting and interior finishing, everything is meticulously crafted by artisans at the Pickersleigh Road factory at the foot of the Malvern Hills, unchanged since 1913, with a commitment to hand-finishing each customer's car," says Megumi Tanida, Public Relations for Morgan Cars Japan.

She continued, "Morgan will continue to develop cars that deliver first-class performance while upholding its spirit of tradition and challenge."