Morgan Motor Company revealed its latest flagship model, the Supersport, in a livestreamed event hosted by British presenter Richard Hammond. With 70% of Supersport production expected to be exported, Morgan is reinforcing its presence in key international markets, particularly in Europe, Middle East and East Asia, where demand for its highly bespoke, hand-built vehicles remains strong. The company has built a loyal following for its distinctive blend of heritage craftsmanship and modern performance, and this latest launch marks a significant step in its global expansion.
Blending cutting-edge engineering with the marque’s signature handcrafted aesthetic, the Supersport delivers a refined yet exhilarating driving experience – launching at a time of growing uncertainty over the future of internal combustion engine (ICE) vehicles in the UK.
Amidst shifting automotive regulations, Morgan’s Managing Director, Matthew Hole, is calling on the UK government to provide clarity on the ICE ban, warning that continued uncertainty threatens investment, jobs, and the ability of companies like Morgan to plan for the future. With current legislation set to prevent the sale of pure-ICE vehicles in the UK by 2030, Hole is urging policymakers to address the industry’s concerns and provide clear guidance.
The new Supersport, crafted at Morgan’s Malvern facility, aligns with the company’s sustainability commitment. 95% of its parts are sourced within Britain, while its chassis and body are made from lightweight aluminium containing 60% recycled content. A zero-waste-to-landfill strategy is in place, and all leather used in the interior is a by-product of the food industry.
Designed for modern touring, the new model features a lightweight carbon composite hard top and a folding mohair soft top, offering two distinct driving experiences. A redesigned interior integrates Bluetooth connectivity, wireless charging, and an advanced Sennheiser audio system, elevating usability without compromising Morgan’s timeless aesthetic.
At the heart of the Supersport is a BMW B58 TwinPower Turbo inline six-cylinder engine, paired with a ZF eight-speed automatic gearbox, optimized aerodynamics, and a refined chassis – reinforcing Morgan’s commitment to delivering pure driving enjoyment.
Blending cutting-edge engineering with the marque’s signature handcrafted aesthetic, the Supersport delivers a refined yet exhilarating driving experience – launching at a time of growing uncertainty over the future of internal combustion engine (ICE) vehicles in the UK.
Amidst shifting automotive regulations, Morgan’s Managing Director, Matthew Hole, is calling on the UK government to provide clarity on the ICE ban, warning that continued uncertainty threatens investment, jobs, and the ability of companies like Morgan to plan for the future. With current legislation set to prevent the sale of pure-ICE vehicles in the UK by 2030, Hole is urging policymakers to address the industry’s concerns and provide clear guidance.
The new Supersport, crafted at Morgan’s Malvern facility, aligns with the company’s sustainability commitment. 95% of its parts are sourced within Britain, while its chassis and body are made from lightweight aluminium containing 60% recycled content. A zero-waste-to-landfill strategy is in place, and all leather used in the interior is a by-product of the food industry.
Designed for modern touring, the new model features a lightweight carbon composite hard top and a folding mohair soft top, offering two distinct driving experiences. A redesigned interior integrates Bluetooth connectivity, wireless charging, and an advanced Sennheiser audio system, elevating usability without compromising Morgan’s timeless aesthetic.
At the heart of the Supersport is a BMW B58 TwinPower Turbo inline six-cylinder engine, paired with a ZF eight-speed automatic gearbox, optimized aerodynamics, and a refined chassis – reinforcing Morgan’s commitment to delivering pure driving enjoyment.
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MotorTranscript
00:00We're at the Morgan factory here in Malvern and there's a great fact that came out in the bit of video I was recording earlier today that if you think about it every Morgan ever made has been made here in this factory in Malvern and we're here for the launch of the Supersport and that's an important car for Malvern because it's a new flagship, it's a new different car, a new evolution, it is the next generation of Morgan so it's a really significant moment for this adorable car factory.
00:30It's been a great day, we had a live broadcast across the internet of the actual unveiling and that was the actual moment when the world first saw the car.
00:40What's remarkable is that Morgan managed to keep it secret and not only that but I only discovered today talking to Matt Hull, the MD, that they've been making them here in the factory and bearing in mind that Morgan is constantly visited.
00:55People come from all over the world to visit this factory and they were secretly in this factory making the new car behind screens and it never leaked so it's the first time we've shown it to the world.
01:07Also in the studio here we had a great crowd of people, this is a mix of suppliers, journalists, diehard Morgan fans, long term owners, buyers, all sorts but there's a huge passion in this room, everybody here gets what Morgan's about, they get the joy of these quirky, handcrafted, handmade cars built very much to order so it's a unique atmosphere.
01:34It's great now the car is officially unveiled, we have all seen it, my first impressions, they've done a brilliant job of walking that tightrope of combining and bringing together the contemporary and the traditional.
01:47They have to be very, very careful with a brand like Morgan, it brings with it that over 100 years of history and pedigree and people are very precious about that.
01:57They demand that that's retained but at the same time it has to be a car that can work, function and operate in the modern world with all the demands and expectations of a modern car driver and that's very difficult that one doesn't affect or blur the other.
02:11I'm talking to John, the lead designer, the work they've done, it was decided to keep both of those things present, the contemporary and the traditional, they haven't blurred them together, they're both highlighted in the new car and I think they've done that very well.
02:25My passion for Morgan stems all the way back, my grandfather was a massive fan of them and that's because he was a coach builder and coach building is the way Morgans are built so you have a steel or an aluminium chassis and then you have an ash wooden frame over that to which are fixed the body panels.
02:42This is the only place you'll see that done now so I've always loved them and I've always loved the long bonnet, rear wood cab design and feel of them and in fact the first new car I ever bought back at the beginning of Top Gear, for the first time in my life I could afford to buy a brand new car, I came here and bought a Morgan.
03:02And I always found it funny that, wait a minute, the first new car I'm buying is built here by hand in a little factory nestling in the Malvern Hills and that passion's been there ever since, I've owned, I don't know, five, six, I've got two at the moment, I bought my father one for his birthday many years ago and I still have that car as well.
03:21So yeah, it stems from a place of the car being more than the purely practical and utilitarian, the car is the thing that gives us the freedom to pursue all the things we most need and that's not just going to school or the shops or work, it can be escape, meeting people, seeing friends, getting away from it, being on your own, all of those, the car provides them.
03:45They move us, they move us physically and therefore they move us emotionally and I think they're encapsulated, that is encapsulated beautifully by the cars they craft here, I am as you can tell, unashamedly, a bit of a fan.
03:58I've driven a lot of stuff, I'm not going to say everything but a lot of cars, I think there is something about where you're sitting when you're in a Morgan in relation to the car, the back wheels, the engine, the view down the bonnet but also in the case of the Super Sport, the work that's gone into the chassis has been developed further for this car, the suspension, the running gear has been tuned and set up and you can instantly feel that.
04:26It's still connective, it is talking to you, people will find that for themselves very soon, it feels unlike any other Morgan that's ever gone before.
04:36I think enthusiasts will always be fascinated by independent manufacturers like Morgan because they're independent, because they're small, because this is Morgan, it's all here in this one place.
04:48I'm a big fan of other cars, I love Porsche, Land Rover, lots of cars but there's none that are made on the scale that are made here.
04:55Walking in this morning, early, there was a real atmosphere about the whole place, I went and said hello to the staff and they're all in one room, you can't do that with any other car manufacturer and that makes it more intensely personal.
05:10When you come here and see your car being built, you're seeing the people who are building it by hand and you can't do that anywhere else.
05:18You can't do that anywhere else.