British manufacturer of hand-built premium sports cars Morgan strengthens presence in the Middle East

Photo credit: Morgan Motor Cars

I am incredibly enthusiastic about deepening our successful partnership and witnessing the continued success of Morgan Motor Company in the Middle East.”

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 115 years.

Now the British manufacturer of hand-built premium sports cars Morgan Motor Company and Adamas Motor Group are strengthening their partnership following a successful visit by Morgan representatives to Bahrain and the UAE, led by Morgan Motor Company CEO, Massimo Fumarola.

The visit featured a comprehensive programme of activities aimed at fostering an enhanced level of collaboration between the two companies including the strategic agreement for Adamas Motor Group to provide managed services across the complete Gulf Cooperation Council (GCC) region. 

The agenda of the visit featured several opportunities for Morgan to engage with key stakeholders in the region. Highlights included an extended lunch discussion with members of the local media followed by an opportunity to meet with Morgan owners, allowing those customers to further explore the brand’s rich heritage and learn more about its future direction.

Photo credit: Morgan Motor Cars

It is only recently that Morgan Motor Company has had official representation within the GCC. The company’s unique approach to coachbuilding lightweight sports cars which are fun to drive, entirely bespoke and have timeless appeal is well suited to a region which appreciates unique motor vehicles and individuality.

With state-of-the-art showroom facilities already set up in Dubai and Bahrain, – both of which feature Morgan prominently alongside globally revered premium automotive and fashion brands – the strengthened partnership will help to extend the Morgan experience to a wider audience in other countries within the region.

The visit provided the platform for Morgan to gain further insight into the regional automotive landscape and discover more about the opportunity for the brand’s expansion in the region.

Massimo Fumarola, CEO, Morgan Motor Company said:

“I would like to express my gratitude to the entire Adamas Motors team for their warm welcome and steadfast commitment to Morgan. I am confident that the groundwork for the regional success of Morgan has been firmly established and look forward to further enhancing our collaboration on a wider GCC level.

It was a real honour to meet with some of the first Morgan customers in the region. We believe that Morgan represents something truly unique within the automotive landscape, and I feel very positive knowing that our unique qualities resonate here.”

Karl Hamer, Chairman & CEO, Adamas Motor Group added:

“We are proud and honoured to have hosted Massimo in our home markets of Bahrain and the UAE. As someone originating from Malvern, where the rich legacy of Morgan sportscars thrives, this partnership carries a deep and personal significance for me.

I am incredibly enthusiastic about deepening our successful partnership and witnessing the continued success of Morgan Motor Company in the Middle East.”

Interested customers in the Kingdom of Bahrain and United Arab Emirates are encouraged to contact Adamas Motors to discover more about Morgan. Further announcements on Morgan availability beyond these countries will be made by Morgan and Adamas Motors in due course.

Morgan 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.

Photo credit: Morgan Motor Company

The authenticity of Morgan, one of Britain’s longest established motor manufacturers, has remained unchanged for 115 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.


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