Morgan Aero Coupe & Plus 8 hit the China car market
Published on June 11, 2012 by Tycho de Feijter
The famous British sportscarmaker Morgan has arrived in China, it has opened a dealer in Beijing and will soon open another one in Guangzhou. Morgan will sell the Aero Coupe and the Plus 8, the 3 Wheeler might joint later. Morgan organized a launching party over the weekend and showed a very kitschy Plus 8, which Chinese car buyers no doubt will like very much. We think it is interesting, just look at the thing, red-white madness all over!
It isn’t subtle at all, that is good, wealthy Chinese car buyers don’t buy subtle, they want to show of. Price for the Plus 8 starts at 2.8 million, the Aero Coupe at 3.3 million. Power: the Aero Coupe and the Plus 8 are powered by a BMW-sourced 4.8 V8 with 395hp and 490nm, mated to a 6-speed manual or a 6-speed automatic. Top speed for the Aero is 280km/h, for the Plus 8 250km/h.
Alloys questionable. More important is the question whether Morgan will sell in China. Kitsch is good, expensive is good, BMW engine is good. Brand recognition however is bad, nobody knows Morgan in China, and that doesn’t help for impressing the babes. Morgans are also not exactly high-tech, especially the Plus 8 is rather old fashioned in concept. This ain’t good either, Chinese car buyers want newer than new. Morgan tries to fix this by talking about ‘life style’ and such, which might convince a few elder buyers. So yes they will sell, but just not that many, but things might get better over the years if the brand becomes more famous. Marketing, will be important…