Bringing rich heritage and a dose of nostalgia to China’s luxury auto market, Morgan, the oldest British car company, just launched in China last week at the Luxury China Show. The event, which was held in Beijing, is the premier outlet for all luxury brands looking to break into or expand their presence in the Chinese luxury market.
Better late than never. Morgan made a grand entrance with two vehicle launches at the show: the Plus 8, a 2-seater convertible designed with an eye to the classic 1930s design, and the Aero Coupe, a lightweight sports touring car.
“I am very excited to have the opportunity to launch these cars at Luxury China and to build awareness of this culture rich brand so that it can quickly establish itself as a known brand in the Chinese market,” said Jim James, managing director of Morgan China.
Several sales were transacted on the launch day. Morgan China is hoping, on the average, to sell 50 units each year as the brand develops a reputation in the Chinese market, with sales numbers multiplying once the new name catches on.
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