Morgan Sales Data, Trends & Analysis for the European Automotive Market
Morgan sales in Europe fluctuate between 400 and 600 cars annually. This limited by supply, as the family-owned factory hand-builds a maximum of 14 sports cars per week, or around 700 per year, leading to a multi-year waiting list. Morgans are hand made with traditional car manufacturing techniques combined with modern technology. The classic Morgan roadsters 4/4, Plus 4 and Roadster are built on a steel chassis, with a wooden body frame and an aluminum bodywork, with a Ford four-cylinder or six-cylinder (Roadster) engine. Their basic design has not been changed for decades, with a long nose and flowing wheel arches.
Morgan Europe Sales Figures & Recent Highlights
In 2001, the first new Morgan design since 1948 was introduced, the Aero 8 roadster with an aluminum chassis and a V8 engine from BMW, at first the 4,4 liter, but from 2008 it was the 4,8 liter engine. That same engine was also built into a classic chassis to create a new generation Plus 8 in 2012. Variants of the Aero 8 have been the AeroMax coupe with a limited production of 100 cars in 2008 and 2009, and the Aero Supersports with a targa roof.
In 2011, Morgan re-introduced the Three-Wheeler, a roadster with a single rear wheel and a Harley Davidson V-twin motorcycle engine hanging in front of the grille. This was a return to its roots for Morgan, as the company was founded more than 100 years ago as a manufacturer of three wheeled “cyclecars”. More than 1.000 Three-Wheelers have already been produced and sold since its re-introduction, making it the best selling Morgan in 2012 and 2013 worldwide.
In Europe, the brand’s best selling model in since 2012 is the Plus 4 with 202, 179 and 197 sales in 2012, 2013 and 2014, followed by the 4/4 with 167, 144 and 130 sales respectively and the Roadster with 83 sales in 2012 and 112 in 2013. At the Geneva Auto Show in 2016, Morgan revealed the EV3, an all-electric version of the Threewheeler. No timetable was given for when the model would start production, but it promises to be a fun-to-drive combination of modern technology with classic craftsmanship.
Morgan Annual Sales Data, Growth and Market Share in Europe
Below we have a table that shows total Morgan sales volumes for the European automotive market, broken out by year. This data captures all Morgan vehicle sales for the entire European automotive market.
| Year | Sales | Growth |
|---|---|---|
| 2000 | 489 | |
| 2001 | 344 | -29.65 |
| 2002 | 400 | 16.28 |
| 2003 | 384 | -4.00 |
| 2004 | 431 | 12.24 |
| 2005 | 430 | -0.23 |
| 2006 | 396 | -7.91 |
| 2007 | 499 | 26.01 |
| 2008 | 561 | 12.42 |
| 2009 | 691 | 23.17 |
| 2010 | 629 | -8.97 |
| 2011 | 669 | 6.36 |
| 2012 | 525 | -21.52 |
| 2013 | 508 | -3.24 |
| 2014 | 445 | -12.40 |
| 2015 | 464 | 4.27 |
| 2016 | 508 | 9.48 |
| 2017 | 472 | -7.09 |
| 2018 | 528 | 11.86 |
| 2019 | 444 | -15.91 |
| 2020 | 342 | -22.97 |
| 2021 | 415 | 21.35 |
Morgan Europe Annual Sales Units & Growth Chart
Below is a visual representation of Morgan European sales units over time. We have both the Morgan sales units and the market share in the European market. Click on the items in the legend to see each series by itself.
Sources: Manufacturers, ANDC, JATO Dynamics.
