The Great Depression

Morgan – a very British success story

SUPPOSE Donald Trump – a US president who, whether you love him or loathe him, once vowed to sort out North Korea by chomping on cheeseburgers with Kim Jong-un – starts a nuclear war.

Without wanting to go all When The Wind Blows on you, I reckon there’s a fair chance all of us would be completely obliterated in the subsequent missile exchange – except, of course, the cockroaches.

And Morgan, I’d like to bet. Even in the most ridiculously over-the-top post-apocalyptic scenario I reckon there’ll still be a queue of people cheerily lining up to buy a Plus 4, completely unmoved by whatever’s going on in the wider world because they’re delighted that there’s no longer a seven-year waiting list. The Malvern sports car manufacturer just quietly got on with doing its bit through two World Wars. It shrugged off The Great Depression, the Three Day Week and The Credit Crunch. Where Armstrong-Siddeley, Austin-Healey, Alvis and Ascari have all come and gone (and those are just the defunct Brit carmakers beginning with ‘A’), Morgan’s just carried on regardless.

Which is why I suspect, that in a week when Nissan announced it was pulling X-Trail production from Sunderland, Jaguar Land Rover posted a £3.4 bn quarterly loss and Ford’s global profits dipped by 50 per cent, Morgan’s announced record profits for the third year running. Despite, at it turns out, actually making fewer cars than it did a year ago.

All this even though there are many people – including lots of devoted car nuts – who hate Morgans. There are plenty of perfectly normal, well adjusted people who just don’t understand why you’d spend the best part of forty grand (and that’s the starting price for a 4/4 these days) for a creaky throwback of a car that’s been in production since 1936 and has bits of wood in its construction.

But there are, as it turns out, an equally sizeable army of driving die-hards who really, really love Morgans – me included. If I ever won the Lottery (which is extremely unlikely, given that I don’t play it) I’d be straight on the phone with an order for a 3 Wheeler and a Plus 4. Chances are they’ll be outhandled by any contemporary hot hatch, but that’s missing the point – where else are you going to find a car that feels quite so organic to drive? Morgans are old-fashioned and make you work for your thrills, but that’s why people find them so endearing.

It could happily churn out Plus 4s for the next 1,000 years and people would still be sticking orders in, but instead it’s busy working on a new model – the new ‘wide bodied’ car, which will fit in where the old V8 models left off last year.

I’m glad that Morgan’s on a roll. As long as people are queuing up for quirky sports cars with ash frames, you just know that everything else will be alright…