"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.

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,