Famous the world over for its unique blend of craft, heritage and pure driving experience, the Morgan Motor Company has been manufacturing quintessentially British vehicles in Malvern, UK, for more than 110 years.
This week the company has announced a partnership with two of Germany’s leading automotive groups to open three new dealerships to sell the British hand-built premium sports cars in Frankfurt, Munich and Berlin.
The company will team up with Dörr Group to launch new dealerships at Klassikstadt in Frankfurt and Motorworld in Munich, while Marschner GmbH will open the first Morgan dealership in the country’s capital.
These new appointments will expand the company’s offerings and customer care in Germany, which is already the largest export market for Morgan sports cars. The three new dealership locations will provide the full Morgan product range, including the new Super 3, which was launched in February 2022, and the updated Plus models, which were introduced at the end of 2022.
The Dörr Group is one of Germany’s best-known super sports car dealerships with an extensive luxury brand portfolio and over 100 team members. Led by owner Rainer Dörr the group is expanding its operations in Frankfurt and Munich to include Morgan. The new dealerships will integrate the brand into its core operations, with a focus on motorsport.
Marschner GmbH, on the other hand, has over 50 years of experience in the premium and luxury car sector, located in Berlin. The team behind Morgan Berlin, led by Ali Khalouf has extensive experience representing British brands and will present the Super 3 and the latest Plus models alongside several luxury automotive brands. A service facility will open from May 2023, from the company’s new service house at Motorworld Berlin.
The opening of the three new dealership locations will help to introduce new customers and service existing customers in Germany, which is currently the company’s largest export market. Each of the showrooms will be officially opened in the coming months, but they are operational and ready to welcome existing and new customers.
Massimo Fumarola, CEO of Morgan Motor Company, said:
“We are proud to be partnering with Dörr Group and Marschner GmbH to open dealership locations in Germany, a market that has a well-established history with the Morgan marque, and one that offers huge potential as we look to promote Morgan internationally.
“Our new dealership partners will help to further evolve the Morgan brand, offering an incredible experience and service to new and existing Morgan customers. The quality and character of the new dealership locations speak for themselves, and we are excited to welcome the Morgan community to them.”
Passed down through generations, the same craftsmanship skills that were integral during the founding of the Morgan Motor Company in 1909 are as alive today as they have ever been.
The company was established in 1909 by H.F.S Morgan with the design of the now iconic Morgan Three Wheeler. This was followed, in 1936, by the Morgan 4-4, based on the Morgan steel chassis. This chassis was produced until 2020, making it the longest running production car architecture in the world.
The authenticity of Morgan, one of Britain’s longest established motor manufacturers, has remained unchanged for more than 110 years: from design and engineering, to craft and manufacturing, through to sales and tailoring, every Morgan is designed and built to be as individual as its owner.
Now in their fourth generation, the Morgan family continue to act as stewards for the brand, upholding the values of the company and ensuring their family legacy lives on with each new Morgan produced.
The Morgan family retain a shareholding of the company, alongside majority shareholders Investindustrial, who announced in 2019 that they would be investing heavily in the Morgan Motor Company and its long-term future building cars in Britain.
If you are yet to make a physical visit to the Morgan Motor Company, tours are available throughout the week. Run from the all-new Morgan Experience Centre, they can be booked online here.
