The introduction of the Morgan Plus-Four-Plus at the 1964 London International Auto Show marked a notable departure from the traditional offerings of the esteemed British automaker. Unlike previous model unveilings that typically elicited excitement and anticipation from loyal fans, the debut of the Plus-Four-Plus was met with an unexpected silence, signaling initial disappointment among enthusiasts.
Many had cherished the primitive charm of the traditional Plus-Four roadster and were uncertain about this new direction. However, despite these initial reservations, the Plus-Four-Plus would go on to redefine Morgan’s history. Over time, it gained recognition as a pivotal moment for the brand, offering a blend of modernity and classic Morgan style.
At the helm of Morgan during this period was company president Peter Morgan, who sought to modernize the marque founded by his grandfather. The Plus-Four-Plus represented a bold step towards this goal, featuring a fiberglass coupe body crafted by E.B. (Staffs) Ltd., a departure from the traditional handcrafted coachwork of Morgan’s previous offerings.
This sleek new design incorporated modern amenities such as proper seats, instruments, a wood-rimmed steering wheel, and ample luggage space, signaling a shift towards greater comfort and convenience for Morgan drivers. Despite initial skepticism, these updates elevated the Plus-Four-Plus to a new level of refinement, attracting a broader audience while retaining the brand’s quintessential charm.
Despite its innovative design and modern features, the Plus-Four-Plus failed to resonate with Morgan’s loyal customer base, leading to dwindling orders and ultimately forcing the factory to cancel plans for the production of 50 units. However, this setback proved to be a blessing in disguise, as it inadvertently sparked a surge in demand for the traditional Plus-Four roadster.
Enthusiasts, disillusioned by the departure from Morgan’s heritage, flocked to purchase the classic roadster, providing the much-needed cash influx to ensure the company’s survival during a tumultuous period in its history. However, as time passed, appreciation for the Plus-Four-Plus grew, ultimately securing its place as a cherished icon in Morgan’s lineage.
Despite its limited production run of only 26 units over three years, the Morgan Plus-Four-Plus has since garnered a cult following among collectors and enthusiasts, particularly in the United States and Canada. Its rarity, combined with its unique design and historical significance, has made it a highly sought-after gem in the world of classic automobiles.
Today, the Plus-Four-Plus stands as a testament to Morgan’s enduring legacy of innovation and resilience, embodying the spirit of a bygone era while paving the way for the marque’s continued evolution in the modern automotive landscape.
