Morgan Motors appoints its first dealer in Beijing in over a century

The British automotive company is setting its sights on China as a potential engine of growth.

Malvern Morgan Cars Limited has been appointed by the Morgan Motor Company Limited to be an authorized dealer in Beijing. The Morgan Motor Company, Britain’s longest established automotive company in private ownership, is now targeting Mainland China as a potential engine of growth. British entrepreneur and Morgan owner Jim James has been appointed in Beijing to market the Morgan car range including the Aero, Roadster and 3 Wheeler.

The Morgan Motor Company was established in 1909 in Malvern, Somerset, and has chosen to remain a niche manufacturer, and believes that Morgan’s Englishness and dedication to traditional craftsmanship will prove to be attractive to the automotive connoisseur in China. Under the leadership of Charles Morgan, CEO and grandson of the founder of Morgan Motor Company, the Company has become a global brand, which offers a range of Classic, modern, and 3 wheel vehicles; all of which are hand built, offer class leading performance, and are Euro V compliant.

In order to service the market the new company will focus solely on Morgan Motor vehicles. Malvern Morgan Cars Beijing Limited is the Beijing Administration for Industry and Commerce approved name for the company, a Wholly Owned Foreign Enterprise held 100% by Morgan Cars Limited, a Hong Kong holding company. Founded by Managing Director Jim James, the Company will focus on the import, marketing, sales and service of the British marque and related merchandise opportunities in the luxury auto sector, as well as facilitating factory tours.

Steve Morris, Operations Director of Morgan Motor Company Limited said, “China is a key market for Morgan Motor Company and we are delighted to have appointed Morgan Cars Limited in Beijing as part of our long term strategy to bring the Aero, Roadster, Eva GT and 3-Wheeler to China.”

Jim James said, “It is a privilege to represent the Morgan brand in China, and to enable customers to experience the unique driving pleasure of a hand built British sports car.” There will be a showroom in Beijing for a representative range of models, initially with the V8 Roadster, which was imported and successfully licensed tagged in Beijing in 2011.

Morgan is targeting 1,500 deliveries worldwide in 2012 of which upto 50 are forecast to be ordered by Chinese customers. The new 3 Wheel model joins four-wheeled designs that include the 125,000 pound AeroMax, which has a 367 horsepower V8 engine and can reach 170 mph, and the “Classic” range of 1930s-styled roadsters including a newly launched Morgan+8 which offers classic styling with a modern BMW V8 powertrain. In the USA the 3 Wheeler is being sold as a motorized tricycle to avoid a car import license, and the Company is investigating the best way to make this vehicle available in China.

China overtook the United States as the world’s largest vehicle market in 2009 and has also become the growth engine for global luxury car brands. According to the prediction from WLA (World Luxury Association) – China will overtake Japan in luxury goods consumption in 2012. According to a report industry specialist JD Power and Associates, the luxury car market will exceed 1.2 million units by 2015, with the market growing in double digits over the next five years.