100 Years of Morgan Cars
One of the firsts Morgan Cars
Not many people are familiar with Morgan Cars, especially those who are not into the European automotive industry. Morgan Cars is a car manufacturing company that produced hand made cars and is famous for its signature classic cars. The company produced hundred of cars with approximately 163 employees, annually. Comparing the market shares of Morgan Cars to other British based automotive companies – Bentley, Rolls Royce, Mini Copper, Aston Martin, Jaguar Morgan by far has the least market share. But yet, Morgan Cars can still stay in the industry for more than 100 years. How can they do this? The answer lies in its target market. Morgan Cars does not target a huge market like other British automotive companies do. Instead, it focuses on a specific on small segment, which I find quite interesting. This market is formally known as niche market.