THE Morgan Motor Company has been taking the prestigious International Geneva Motor Show by storm.
The world’s oldest privately owned car manufacturer has taken a glittering selection of its vehicles to Switzerland fresh from their Pickersleigh road production line, including the launch of the new 2014 models of the Plus 4 and 3 Wheeler. Also on display was a partially stripped down Plus 4 displaying the craftsmanship that goes into making the car.
Both new cars were unveiled during the preview days on Tuesday and Wednesday (March 4-5). The show, which is being staged for the 84th time, is open to the public until Sunday, March 16.
A company spokesman said: “2014 welcomes a bright future for Morgan, approached with renewed energy and with a commitment to quality.
“After 105 years of car production, we understand our core values and are firmly wedded to delivering these and to continuing to delight customers around the world.
“Our family-owned business employs 170 people, and has operated from the same factory buildings for 100 years. We look forward to another successful year of producing bespoke vehicles for our loyal and valued customers.
The new Plus 4 benefits from a new powerful Ford two-litre engine and revised dashboard layout with new instrumentation, coming in two or four-seater versions.
It was originally launched in 1950.
While the 3 Wheeler, which was first introduced in 1909, has been reimagined after sales passed the 1,000 mark following its launch at Geneva in 2011.
The new model comes with improvements including a stiffer chassis, revised steering geometry, more efficient cooling, greater driver and passenger comfort and new aesthetic options.
The Malvern manufacturer is also displaying a wide range of its other vehicles, including the Roadster, the Aero range and the Plus 8.
Morgan are planning a number of collaborations for 2014, with plans to work closely with leading fashion houses, bespoke watch makers and luxury product manufacturers.