Thursday, July 14, 2011
Really slow growth
Everything about Morgan is the antithesis of today's modern automobile industry.
At the company's facilities in Malvern, England 163 craftsmen assemble cars by hand. There are no robots nor any assembly lines.
the Morgan 3 Wheeler, is an open roadster that features a two-cylinder S&S motorcycle engine mounted ahead of the front axle.
What Morgan proves is that not every business needs to be a growth business to succeed.
At about $50,000,000 a year in sales, they seem to be quite successful.
In fact, if Morgan were to focus on growth, it would actually kill what makes the company successful. Morgan is still around and thriving today because of its exclusivity, its classically beautiful designs, its craftsmanship. All of that would disappear if they tried to sell thousands of cars to a broad target.
It's not always about selling more. Sometimes it's about selling better.