The Morgan Motor Company has opened its newest dealership in London, spearheading the company’s retail transformation. The destination showroom, Morgan Works London – situated in the capital’s exclusive district of Kensington – is equipped to sell both new and used Morgan cars, as well as offering an aftersales capability backed up with factory resource.

Following extensive redevelopment – the style of which mirrors the recently opened Morgan Experience Centre at the company’s Malvern home – the dealership features use of Morgan’s core materials: wood, leather, and aluminium, in its design. The space includes a ‘speccing pod’, gallery room with feature lighting inspired by traditional coachbuilding techniques, and can display up to five vehicles. It welcomes new and existing Morgan customers, while also serving as a brand touchpoint for Morgan enthusiasts.

The second company-owned retail venue, it follows Morgan Works Malvern, based at the company’s factory in Worcestershire, UK, and will ultimately be joined by a third showroom in Bicester, Oxfordshire. The launch of the flagship London showroom integrates with Morgan’s wider distribution strategy, which has seen the global dealer network expand from 56 to 74 retail outlets over the last year alone.

David Waghorn, Head of Business, Morgan Works London, said: “Our new dealership here in London aims to deliver the highest level of customer service, setting the standard for the Morgan dealer network across the world. An extensive refit of the site here in Astwood Mews sets Morgan Works London up to welcome customers or just curious visitors in the capital.”

Marcus Blake, Chief Sales Officer, Morgan Motor Company, said: “Throughout the last year Morgan has strategically elevated and grown its dealer network to enhance its customer experience, increase its global reach, and introduce the latest Morgan products to entirely new audiences. Morgan Works London forms a key piece in the puzzle, representing us in the capital city of our home market and serving a unique customer demographic.”

Morgan Works London is at 5 Astwood Mews, London SW7 4DE, and is open Monday-Thursday 9am-6pm, Friday 9am-5pm, and Saturday 10am-4pm. It welcomes visitors, with no appointment necessary. Follow Morgan Works London on Instagram, @morganworkslondon.


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