Cause For Celebration

The Geneva International Motor Show is arguably the most important show of the year for the motor industry.

- Julia Hope

On a little piece of Switzerland’s finest neutral territory, car manufacturers battle it out laying bare their wares for journalists, competitors and tyrekickers to pore over. It’s the premier location for new models and concept car debuts, it’s the place where designers’ dreams come face to face with the harsh spotlight of public opinion, and it’s Morgan’s biggest event of the year – a mecca for customers, suppliers, sponsors and press to get touchy feely with Morgan’s latest offerings.

Except, this year, unlike previous years, Morgan isn’t actually bringing anything new. There were talks of a Roadster upgrade, and a new engine…but in fact, the Morgan model line up for the show is a familiar one with a 4/4, Plus 4, V6 Roadster, Plus 8, Aero 8, two petrol 3 wheelers, an electric 3 wheeler (1909) and an EV3 Junior on show this year.Steve Morris, Morgan’s MD, explains, “This year at Geneva rather than launching something new, we are celebrating our successes. Despite the predictions of global downturns from the economic doom-mongers, 2016 proved to be one of the most successful years in the company’s history. The 3 Wheeler, Classic range and Aero models all sold in impressive numbers and consolidated our reputation around the world.”

And, he’s not wrong! Now in its 108th year of manufacturing, the British company built 750 vehicles in 2016, of which 70% were exported through 60 official dealerships in 32 countries. The opening of new showrooms around the world, including Mexico and planned South American dealers, will allow new customers to enjoy the Morgan experience in markets previously without Morgan representation.