Morgan Motor Company cars are now available in Beijing, China and are on display at the flagship store in the Workers Stadium. HM Ambassador Sebastian Wood opened the 320m2 showroom which houses a number of cars from Britain’s oldest privately held motor company, including the first Plus 8 to ever be sold in China, a Roadster and the only 75th Anniversary edition 4/4 in China. The showroom is open to visitors who want to learn about the Morgan Motor Company and to place orders for the hand built, British, classic sports cars. Also on display is a SuperSport Junior, a children’s pedal car, proceeds from which will fund the ‘Morgan China 250 Wings’ initiative.
The showroom has been commissioned by Malvern Morgan Cars (Beijing) Co. Limited, the Morgan Motor Company appointed dealer in Beijing. Located inside the west gate of Gongti Workers Stadium and within walking distance of the showrooms of Bentley and Lotus, the showroom positions Morgan alongside great British automotive brands.
British Ambassador to China, Sebastian Wood, said: “The UK has a proud history as a pioneer in the field of automotive design and engineering. From road cars to F1, the UK is home to more than 40 companies manufacturing vehicles. I’m delighted that Morgan’s heritage and iconic designs are appreciated by an increasing number of Chinese customers.”
The vision for the showroom was to reflect the Morgan DNA, which is to use natural elements such as wood, alongside the finished display cars, and also to promote the British components within the car. The intent was to use as many British goods as possible; there are 8 Muirhead leather hides to show interior options, a range of Moto-Lita steering Wheels and MWS wheel accessories for customers to choose from. Out of respect to Chinese tradition, the commissioning desk is 88cm wide and the VIP canopy 88cm high, both finished with natural wood. A nod to the modern, Apple TV is installed to enable multiple display of the car configurator, an online application for custom designing a Morgan car in real time.
Jim James, Managing Director of Morgan Cars (Beijing) said, “Our goal has been to build a showroom which inspires confidence and excitement in the Morgan brand. The Morgan cars in the Beijing showroom are the first models imported to China under commercial license, which means that they can be bought by Chinese customers. The launch of the ‘Morgan China 250 Wings’ initiative is to show our gratitude to these customers by donating proceeds from the sale of 250 SuperSport Junior pedal cars to buy specially designed wheel chairs for Children in China.”