Alternate fuel Morgan sports car
When we think of Morgan automobiles, we don’t usually associate them with alternate fuel, low emission technology. Morgan is the oldest privately-owned automobile manufacturer in the world and has been pumping out full-fendered, minimalist sports cars for almost 100 years. Even today, most Morgans utilize an ash-wood body tub and front suspension designed in 1910, and for many non-cognoscenti, today’s breed of 4/4 or Plus-4 is indistinguishable from the ones that came out of the plant fifty years ago.
But there are changes in the wind. Morgan recently debuted its alternate-fuel Life Car, and it couldn’t be more different from the traditional models that come out of the plant in Malvern Hills. In almost every respect, it has absolutely nothing in common with its tweedy stablemates.
“We have been trying to demonstrate that as a business we have a very high technical capability,” explains Morgan’s public relations manager, Matthew Parkin. “This has been hard when we continue to make traditional cars, as there are such strong associations with this car not changing. The Life Car project seemed a good opportunity to help to re-position the business as modern and capable, using a mixture of high tech materials and craftsmanship.”
And when you think about it, utilizing sports car technology in the pursuit of environmentally friendly, emission-free transport isn’t that over the top. After all, sports cars are all about weight reduction, performance engineering, and getting the most out of the least. And few carmakers can top Morgan when it comes to delivering maximum bang for the buck. They may look ancient and creaky, but, over the years, Morgans have consistently out-performed their larger, heavier, and more powerful competitors.
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