Morgan Motor Cars showcases craft and tech in London, and appoints new Chair and CEO


The Morgan Motor Company will relocate part of its production line away from Malvern Link, Worcestershire for the first time in its 113-year history, to showcase its mix of craft and technology at London Craft Week, 10-13 May.

Running as an “open house” format, a small selection of the company’s master craftspeople will relocate to Morgan Works London, the brand’s flagship central London dealership, to continue building as an extension of the production line.

Between Tuesday 10 May and Friday 13 May, visitors will be able to discover more about Morgan’s unique approach to vehicle production, as told by the individuals at the heart of it. From carpentry used in the body frames through to aluminium fabrication and leatherwork employed for the sports car’s interiors, visitors will learn about how each Morgan sports car is made.

A selection of unique vehicles will be displayed at Morgan Works London for the week, including the all-new Super 3 and Dave Burt’s own “Mr London” Plus Six, alongside a wealth of parts and props transported from Malvern to demonstrate all areas of the Morgan brand.


The Morgan Motor Company has also appointed Steve Morris as Executive Chairman and Massimo Fumarola as CEO.

Massimo, who is joining from Automobili Lamborghini S.p.A., where he was Chief Project Management Officer and a member of the Management Board, will be responsible for the operational running of the company, working with the current passionate and dedicated team at Morgan.

Steve Morris, current CEO and Chairman of Morgan Motor Company, said: “This is an extremely important appointment for the Morgan Motor Company. Massimo joins Morgan at a time when it is perfectly primed and positioned for future growth and further success. Therefore, it’s crucial that we have found someone of Massimo’s calibre, passion, and experience to work alongside me to help further cement the company’s recognition as one of the world’s most iconic sports car brands.”

“On a personal note, I feel incredibly proud to be entering my 40th year at the company as Executive Chairman. To have led a team at Morgan that is, without doubt, the driving force behind many of Morgan’s notable successes is incredibly satisfying. Managing change is an important aspect of business leadership, I have established an ethos and ability for Morgan to embrace change and identify opportunity. This has become one of the inimitable traits of Morgan, one that gives Morgan the capability to adapt and prosper. I am excited to work with Massimo for many years to come and to see the company reach even greater heights of success, underpinned by passion, soul, heritage, and distinctive products.”

Massimo Fumarola added: “Morgan Motor Company has a unique reputation for its rich heritage, distinctive styling, and superlative craftsmanship. As a sports car enthusiast, it’s an enormous honour to join such an iconic brand as CEO and work together with Steve to help amplify everything the company stands for. When I was a young boy, our neighbour had a Morgan, and I dreamt of driving a Morgan myself one day. For me, a Morgan is the best combination of pure vehicle dynamics, light-weight design, driving pleasure, quality refinement, functional design, and courageous engineering. Morgan sports cars are not about performances, they are about a truly authentic, unconventional and exhilarating driving experience. They stand for joy, freedom, individuality, self-confidence and aspirational lifestyle. Morgan has a timeless value proposition to ensure a best sensory customer engagement. I look forwards to working together with the team and with our dealers to promote this unique brand globally”.

Morgan recently revealed the Super 3, an all-new take on its 113-year legacy of three-wheeled vehicles, which is now on sale. The new model is the company’s first ‘clean sheet’ design since the launch of the Aero 8 in 2000. Super 3 brings unprecedented levels of quality, engineering integrity and configurability to the brand.