A visit to the Morgan Cars factory

There are companies that work tirelessly to become cool, endeavoring to earn that retro status and then there are companies that simply have it in their blood. Morgan Motor Cars are one such company. Based in Malvern, the small car company founded by Henry Frederick Stanley Morgan still continue to hand fashion cars from their original red bricked workshops using many of the same techniques and skills that have been handed down over the years.

To walk around their factory is an very sensory experience. This is not like most sterile, clean and automated car factories. It is a place where the smell of freshly cut ash frames are met by the resonating sound of aluminium panels being hand beaten into shape. Large industrial tools like English Wheels and presses appear to be older than many of the staff members operating them.

The Morgan car of today starts out with an frame made from Ash wood. Contrary to popular belief, it is only the frame on a Morgan that is constructed from wood, none of the chassis is. The frame is all cut and assembled by hand and once finished goes onto the next stage.


Aluminium panels are cut from huge sheets by hand and then carefully bent and formed into shape before being fitted onto the frame. This is probably the loudest part of the factory which is normally a relatively calm and quiet working environment. One of the most impressive things about seeing all these tasks being completed by hand is that much of it is all done just by eye. Panels are lined up and shut lines are tweaked all by the human eye, there are no robots and lasers here.


The next stage is to mate this onto the rolling chassis with contains the engine and transmission. In this area we see large metal crates than contain a varying degree of engines from in-line four cylinder 1,600cc Ford engines right up to 4.8 litre BMW V8’s. Its fascinating to see this whole process, which is normal lightning quick in a modern factory, develop before your eyes and have enough time to see every single step along the way.

The other interesting thing to observe about the production process is that only the 3 Wheeler is assembled in a separate part of the factory, everything else is all done by the same people, meaning that each worker must be experienced in hand crafting all aspects of the different models currently made by Morgan.


Once the vehicle is mechanically assembled it is then readied for paint and upholstery. This means that the freshly built vehicle must now be stripped apart for it to be painted whatever colour was desired by its awaiting owner. Morgan say they can offer you a very wide range of colours but if needs be they can create any colour that you so wish. In one such case a customer demanded a very exact shade of red using a very specific paint which cost over £1,000 per litre. Their car needed six litres of paint in total. It may sound excessive but if you really want it Morgan can deliver.

Following on from paint, the next step is for the car to enter the interiors department where the trim, seats, and convertible roof (where needed) are cut, shaped and fitted. In a similar vein as the paint shop, Morgan can offer a huge amount of variations in the interiors department allowing for some, shall we say, interesting choices.

Once this final stage of construction is completed the vehicle then gets a short but thorough road test before going into its final checkover where the car is fully cleaned and detailed to ensure the car meets Morgan’s very high standards. Across several highly illuminated bays are teams ensuring that each car is forensically cleaned before being dispatched to its patiently waiting owner.

After seeing just how the whole process happens I then sat down to talk to the men that are now shaping Morgan – Matt Humphries, Chief Designer & Jon Wells, Senior Designer. The surprisingly youthful design team do face a bit of a challenge as in more recent times Morgan Cars has appeared to be at a crossroads of sorts. It is now producing some very exciting new vehicles, like the 3 Wheeler and Supersports, but at the same time it has a huge amount of heritage and customers who still are very much in love with the more traditional design.

It is clear that the team understand the importance of not alienating their existing customers but also realise the need to evolve the brand and diversify into new and more modern areas. Their range has now grown and although just one model (the 3 Wheeler) is sold into the US, they are building on success in more and more countries. When I asked them whether they found that they had several different ‘types’ of customers for their different models I was surprised to hear that each model tends to lead to their customers moving onto other models in time. The usual Plus 4 customer is initially drawn to the traditional craftsmanship qualities demonstrated with the car but they then get a taste for other models like the Supersports, which in itself can attract a very different type of owner.  And so over time it can be quite common for some owners to go through the whole model cycle and experience each aspect of the brand.

Being around all the different models on offer I can see the appeal of each car in its own right and would certainly need to have room for more than one in my garage should those winning numbers ever come up. It’s hard not to like what Morgan Cars are doing. They still retain so much tradition yet are also pushing things forward, particularly in the construction and materials end of things. For me the lasting memory will be walking outside of those redbrick factory walls and seeing a gleaming new Morgan car, knowing that it had just been created from scratch inside the most un-factory-like car factory I’ve ever been to.

Photos: Shaun & Dawn Hayward

Worst Parking Ever!

Hi, Dave Moore here.

My friend, Ciara, sent me this on Facebook today.

Her friend owns the Mini on the right and parked it in UCD this morning, as normal. When she returned to her car, the Peugeot had elected to park/squeeze/scratch its way in between the her car and what, I think, is a Toyota Rav4.

I mean, as Miley would say, “Well, Holy God!”

I mean, how did the driver get out? Through the boot, I guess. Unless (s)he kicked out his/her own windscreen!


Ducati Diavel reviewed

Ducati is a name that is synonymous with speed, style & performance, so when the Italian firm announced a new addition to their range that would satisfy the ‘cruiser’ category there was genuine and widespread fear that they may be slightly losing the plot. After all, could even the Italians make a cruiser sexy?

Well, in short, yes. To be honest though, the Diavel is more muscle bike than cruiser and has a style is something akin to a Judge Dredd comic. No matter what angle you view it from you have to admit that for a first attempt Ducati have pulled off a really good job. The proportions are just right and there are some really lovely little details engineered in. Unlike Ducati’s of the past, this is one really well finished product.

The first thing you notice as you sit on the Diavel for the first time is the lack of ignition barrel. Like all things nowadays the Duke has a key-less ignition system. Once the key is in your pocket simply slide down the kill switch and the beast illuminates into life. The tank mounted LCD colour display looks sharp and clear while the bar mounted clocks contain the rest of the information a rider needs.

Firing up that 1,198cc Testastretta V-twin reveal a fast and eager sounding engine that even with the standard exhaust pipes fitted has a noticeable bark. Pull in the left lever and engage first and you’ll find a gearbox that feels almost Japanese-like in its smoothness. Begin to let out that slipper clutch (as standard) and the Diavel eases smoothly away. Having 127 Nm of torque on tap certainly makes this a rather grunty machine but the boffins from Bologna have engineered in a switchable engine map that can take the edge off that 162bhp down to a mere 100bhp meaning cold wet mornings needn’t be an excuse to leave the bike in the garage. Even if you do try to feel extra brave, Ducati’s traction control system is widely regarded as one of the best currently offered on the market and the few times that I managed to call on its intervention found that it did so in the most subtle of manors.

To look at the Diavel when parked up you would think that it shouldn’t really work too well. Its long-ish (1,590 mm) wheelbase, 240 section rear and single sided-swingarm all appear to add up to something that is merely a toy for posers to slowly trundle from coffee shop to coffee shop. I am pleased to report that despite doing a degree of posing on it, the Diavel is actually a much more capable bike than I expected it to be. Its 210 kg weight feels to have a low centre of gravity while its seating position is very comfortable – almost too comfortable if I was to be critical. I did think it could do with having a slightly sportier feel to it, but given that the Diavel is clearly aimed at the American cruiser market, they appear have hit the nail on the head in that respect. There is also the option to get a lower and touring seat too but most riders will find the standard seat height (770mm) more than adequate.

The mid-range power delivery from the V-twin is one of the most impressive features of the Diavel’s repertoire. The high 9,500 red line makes the Ducati race through the gears quicker than you would expect, especially when on full power mode, yet remains calm at motorways speeds and even manages to return healthy fuel consumption figures – just under 40 mpg during my time with it.

You might not be shopping in your litre sportsbike too soon for a Diavel if that’s how you normally get your kicks, but if you are in the market for something a little different and find the likes of the new V-Max not quite cool enough for you then towards Bologna is where you need to look. The bike I never would have wanted Ducati to make has made me very pleased that they went and made it.

Special thanks to Rosso Ducati – Ireland’s sole Ducati dealer.

Price: €18,995