"Boutique" doesn't quite capture exactly what Morgan Motor Company does in their Malvern, UK, manufacturing site. Here—where the brand has resided for over a century—design moves slowly, to say the least.

Morgan's latest flagship drags the brand kicking and screaming into the 21st century, but don't worry, it still has an ash wood frame

Discover the Morgan Supersport, a new model with enhanced dynamics, modern design, and advanced technology, starting at GBP 102,000.Click for details.

Speaking to Auto Express, Matthew Hole said Morgan doesn’t need to ‘sell a lot’ of the Supersport to meet its targets, which the company sees as a sweet spot of around 800 units a year. Broadening the market for Morgan, the firm can sell its models directly in the US as of this year, thanks to the granting of a 25-year ‘replica’ licence.

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,

The Supersport is stiffer and sharper than any Morgan to date, but exclusively comes with a ZF 8-speed auto. Morgan is intentionally stuck in the 1920s. Its whole MO is pumping out anachronistic sports cars plucked from a bygone era,