Morgan Invites 50 Customers to Co-Create Bespoke Sports Cars
Craft Your Dream Ride: Morgan's Bespoke Vision Unveiled
An Elevated Customization Experience for Discerning Buyers
Since its inception in 1909, Morgan has been synonymous with meticulously handcrafted vehicles, built to individual specifications from its historic Pickersleigh Road factory in Malvern, Worcestershire. The 'Bespoke as Standard' program elevates this legacy, formalizing the design review process and bundling previously extra-cost upgrades as standard inclusions, ensuring a truly tailored experience.
The Journey of Co-Creation: How the Bespoke Program Operates
The customization process begins with the customer at an authorized Morgan dealership, where initial selections of colors, materials, and interior finishes are made. This preliminary configuration is then submitted to Morgan's dedicated in-house Design team for a thorough review and official approval before manufacturing commences. This ensures every detail aligns with both the client's vision and Morgan's exacting standards.
Direct Collaboration and Inspiring Precedents in Design
For those seeking an even more profound level of personal involvement, the program offers direct engagement with Morgan's designers, transcending the traditional retailer-only interaction. Matthew Hole, Morgan's managing director, highlights projects like the exclusive Midsummer Coupe as a testament to this collaborative philosophy. He emphasizes that truly exceptional vehicles emerge not merely from design, but from a deeply personal partnership between creator and client.
The Midsummer Coupe, a limited series of nine meticulously crafted cars, serves as a prime example. Each unit is individually developed with its commissioner, a principle now extended to 50 buyers of Morgan's mainstream models through the 'Bespoke as Standard' program.
Jonathan Wells, Morgan's chief design officer, explains that this initiative formalizes a practice long informally embraced by the brand. He states that there is no singular approach to specifying a Morgan, and the program aims to empower customers to harmonize colors, materials, and finishes into a cohesive and intensely personal expression.
Exclusive Personalization Options and Eligibility Details
The 'Bespoke as Standard' program offers substantial complimentary enhancements. Clients can select any solid or metallic paint from Morgan's extensive palette, including unique paint-to-sample options, at no additional cost. The standard range of leather upholstery, carpeting, and hood colors are also included.
Beyond these complimentary selections, any further bespoke requests will incur additional charges. Morgan also formalizes a cherished tradition: participating clients can request the skilled artisans who construct their vehicle to sign the underside of the bonnet, adding an intimate touch to their bespoke creation. Each of the 50 vehicles will also feature a plaque signed by Matthew Hole and a photographic build book documenting its assembly at the Pickersleigh Road facility.
Program eligibility varies by region. Customers in the United Kingdom, Europe, and other international markets can access 'Bespoke as Standard' for the Plus Four, Supersport, and Supersport 400 models. However, US clients are exclusively eligible for the Plus Four variant.
This program aligns with Morgan's broader expansion strategy, including recent sales launches in new markets like Qatar. The success of limited-edition projects like the Midsummer series underscores the growing demand for highly personalized, small-batch automotive craftsmanship. Deliveries for the 'Bespoke as Standard' vehicles are anticipated in spring 2027, with interested buyers encouraged to contact their nearest Morgan retailer before the program concludes at year-end
