{"id":14068,"date":"2010-04-15T13:21:50","date_gmt":"2010-04-15T12:21:50","guid":{"rendered":"http:\/\/www.influx.co.uk\/wordpress\/?p=14068"},"modified":"2022-06-15T13:00:06","modified_gmt":"2022-06-15T12:00:06","slug":"morgan-love-your-car-love-your-planet","status":"publish","type":"post","link":"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/","title":{"rendered":"Morgan: Love Your Car, Love Your Planet"},"content":{"rendered":"<p>If you love to drive, then it follows that you should love your car. It might seem obvious to some that falling in love with the car you drive is something to strive for: but think about it a little deeper and you can see that automotive infatuation just might help to save the planet.<\/p>\n<p>And nowhere is the point more relevant when you look at how English sports car company Morgan&#8217;s died-in-the-wool world view could soon be the model to which the bigger car corporations turn in the name of survival.<\/p>\n<p>The retro styling of a Morgan&#8217;s design isn&#8217;t to everyone&#8217;s taste &#8211; but the micro manufacturing way of doing things they employ has created arguably the most sustainable form of car industry as exists anywhere.<\/p>\n\n\t\t<style type=\"text\/css\">\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 50%;\n\t\t\t}\n\t\t\t#gallery-1 img {\n\t\t\t\tborder: 2px solid #cfcfcf;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-caption {\n\t\t\t\tmargin-left: 0;\n\t\t\t}\n\t\t\t\/* see gallery_shortcode() in wp-includes\/media.php *\/\n\t\t<\/style>\n\t\t<div id='gallery-1' class='gallery galleryid-14068 gallery-columns-2 gallery-size-post-gallery-thumb'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_31.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_31-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"Classic style, modern context. It works\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_31-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_31-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_5.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_5-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"Flowing lines have helped encourage waiting lists of two years for a new Morgan\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_5-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_5-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad1.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad1-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"Morgan in permanent golden-age mode\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad1-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad1-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_4.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_4-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"One of Morgan&#039;s 170 employees works on the &#039;Life Car&#039; concept\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_4-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_4-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_21.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_21-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"Simplicity of design and construction is key to Morgan&#039;s success\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_21-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_21-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan-6.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan-6-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"Sustainable production processes don&#039;t necessitate bland styling. Just look at the Aero Supersports\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan-6-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan-6-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"The aesthetic clock may have stopped in 1947, but this could be the future\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-300x199.jpg 300w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-1024x680.jpg 1024w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-624x414.jpg 624w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-278x185.jpg 278w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-526x349.jpg 526w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-667x444.jpg 667w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan101-572x380.jpg 572w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad21.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad21-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad21-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/morgan_ad21-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_102.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"251\" height=\"167\" src=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_102-251x167.jpg\" class=\"attachment-post-gallery-thumb size-post-gallery-thumb\" alt=\"The supersports roadster evokes a silver-arrow like retro futurism\" srcset=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_102-251x167.jpg 251w, https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_102-278x185.jpg 278w\" sizes=\"auto, (max-width: 251px) 100vw, 251px\" \/><\/a>\n\t\t\t<\/dt><\/dl>\n\t\t\t<br style='clear: both' \/>\n\t\t<\/div>\n\n<p>But it&#8217;s not only the BMW &#8216;Efficient Dynamics&#8217; motors in the newest Morgans that colour them green. It is the overall environmental impact on a product that most closely defines how &#8216;green&#8217; a product can be rated. As Cardiff University&#8217;s ground breaking Environmental Rating for Vehicles (ERV) study, the Morgan 4\/4 rated a highly respectable score of 28 (the Bentley Arnage rated 2, and the Smart for 2 rated 60, though we personally wouldn&#8217;t be seen dead in one of them).<\/p>\n<p>So it is possible to create fun, dynamic cars that don&#8217;t destroy the planet without resorting to new fangled fuels and drivetrains.<\/p>\n<p>The open secret of Morgan&#8217;s vision is that its business model is based upon low volume production, the long life cycle of their product range and that ptoduct&#8217;s simplicity and durability. In other words, it is much more eco friendly to avoid built in obsolescence, high-impact, capital-heavy multiple product development and the use of componentry and materials that are less than vital for a car&#8217;s primary purpose.<\/p>\n<p>Morgan began using Ash wood sub frames because of the scarcity of steel in the post war years, but now the use of timber in their cars&#8217; construction is one of the mainstays of the Morgan philosophy. By using lightweight renewable materials such as steel, timber and leather rather than the energy-intense aluminium and other composites to keep weight down and you&#8217;ll increase environmental as well as dynamic performance.<\/p>\n<p>Simplicity of design, low volume of production of highly durable and emotionally appealing cars leads us to love our four wheeled companions. Not only is that what every passionate driver desires, but it also makes it much more likely that we&#8217;ll care for and nurture our car through an extended life-cycle. This avoids the endless promotion of the new &#8211; the basis of course on which not only the car industry, but mass production itself has always relied upon.<\/p>\n<p>And therein lies the rub. If car companies are to survive they need to move closer to the Morgan business model. This ultimately means that fewer cars will be produced and therefore fewer employees in the primary stage of manufacturing will be needed to produce them.<br \/>\nThis sort of restructuring is logistically complex and politically sensitive. Cutbacks that these sort of innovations entail rolls down the structure of business and society in general.<\/p>\n<p>If we&#8217;re serious about changing the way we produce and consume cars, then livelihoods based on old style mass production will be harder and harder to sustain.<\/p>\n<p>If however, manufacturing turned wholeheartedly to Morgan&#8217;s &#8216;Micro Factory Retailing&#8217; model, then we could reasonably expect that eventually service industries would spring up to support the nurtuing of this new generation of &#8216;slow build&#8217; vehicles. These smaller scale cottage industries, dedicated to micro manufacturing spare parts and after-market mods and other products, would create jobs, wealth and commerce in its wake.<\/p>\n<p>Crucially, it would be easier and more economically viable for this new wave of industry to introduce in turn their own cleaner, more sustainable processes.<\/p>\n<p>Wether this is a misty eyed piece of wishful thinking or a quiet, wood and leather-wrought revolution only time will tell. Either way, these last few years we&#8217;ve begun to look at Morgan&#8217;s world view altogether differently.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Martin Morrison reports on Morgan&#8217;s quiet genius<\/p>\n","protected":false},"author":25,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1779,6],"tags":[2605,953,1113,1286,77,955,1272],"class_list":["post-14068","post","type-post","status-publish","format-standard","hentry","category-cars","category-features","tag-2-seater-sports","tag-british","tag-british-cars","tag-cars","tag-morgan","tag-road","tag-sports-cars","manufacturers-morgan"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Morgan: Love Your Car, Love Your Planet - Influx<\/title>\n<meta name=\"description\" content=\"Martin Morrison reports on Morgan&#039;s quiet genius\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Morgan: Love Your Car, Love Your Planet - Influx\" \/>\n<meta property=\"og:description\" content=\"Martin Morrison reports on Morgan&#039;s quiet genius\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/\" \/>\n<meta property=\"og:site_name\" content=\"Influx Magazine\" \/>\n<meta property=\"article:published_time\" content=\"2010-04-15T12:21:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-15T12:00:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn-influx-wp.adrianflux.co.uk\/uploads\/2010\/04\/Morgan_31-251x167.jpg\" \/>\n<meta name=\"author\" content=\"Martin Morrison\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@influxmag\" \/>\n<meta name=\"twitter:site\" content=\"@influxmag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Martin Morrison\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/\"},\"author\":{\"name\":\"Martin Morrison\",\"@id\":\"https:\/\/www.adrianflux.co.uk\/influx\/#\/schema\/person\/85274e64bfa735077e9d265e771308db\"},\"headline\":\"Morgan: Love Your Car, Love Your Planet\",\"datePublished\":\"2010-04-15T12:21:50+00:00\",\"dateModified\":\"2022-06-15T12:00:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/\"},\"wordCount\":675,\"commentCount\":6,\"publisher\":{\"@id\":\"https:\/\/www.adrianflux.co.uk\/influx\/#organization\"},\"keywords\":[\"2 seater sports\",\"british\",\"British Cars\",\"cars\",\"morgan\",\"road\",\"sports cars\"],\"articleSection\":[\"Cars\",\"Features\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/\",\"url\":\"https:\/\/www.adrianflux.co.uk\/influx\/features\/morgan-love-your-car-love-your-planet\/\",\"name\":\"Morgan: Love Your Car, Love Your Planet - 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