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Motor Company Drive For Design Changes

Motor Company Drive For Design Changes

Morgan Motor Company Ltd is a legendary car manufacturer, operating on a global scale, now 102 years old.


To compete in today’s challenging economic climate, it was vital that Morgan had


 an efficient and innovative operation. Building on the success of earlier collaborations, this Knowledge Transfer Partnership (KTP) with Birmingham City University was initiated to improve an in-house capability for concept design, visualisation and refinement to enable the rapid development of new vehicle designs.d and still in the hands of the same family. The company specialises in the design, manufacture and distribution of exclusive sports cars into the high-value performance market sectors.

The Project

The partnership was lucky enough to recruit an Associate who had already worked at Morgan on a student placement, proving his credentials by designing a concept car, the AeroMax, which was well received at the 2005 Geneva Motor Show. This highly-effective KTP project has provided Morgan with a proactive, controlled design process, facilitating the creation of innovative concept and production vehicles to stimulate the market and attract new customers to the brand.

The new design process has helped to ensure that design details are cost-effective and fully appropriate for the Morgan production processes. Its efficacy was proven in taking the AeroMax from concept prototype to low volume production, delivering a vehicle that offers a major leap forward for the company in terms of quality and design detail. All 100 of the cars were pre-sold, with the deposits maximising profitability for the company and financing the development work in advance.

Being able to render ideas more quickly has enabled key decisions to be made before committing to expensive model-making, whilst improved build accuracy has reduced rework and vehicle revisions, minimising costs. Morgan’s enhanced design capabilities have also impacted on its existing vehicles, increasing their customer appeal and boosting sales, with over £4.2 million turnover attributed to KTP work.

The Outcomes

  • More efficient and higher quality design process in place.
  • New customers attracted to Morgan brand at a more exclusive price.
  • Marked change in attitude, work practices and culture, with the need for good design now well understood.
  • Enhanced design capabilities fed into company communications, improving customer image.
  • Company participation in Government LIFECar project, generating further positive publicity and future design ideas.
  • Lord Stafford Achievement in Innovation Award 2007 for knowledge transfer work.

I was extremely by the prospect of this third KTP to help enhance Morgan’s capabilities in concept design. The stunning LIFECar is a living example of what can be achieved through such collaboration.” – Corporate Strategy Director, Morgan Motor Company


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