Sales of Morgan sports cars in the US remain strong despite 25% tariff on foreign-built cars
Morgan sports cars continue to thrive in the US market, even in the face of a 25% tariff on all foreign-built cars imported into the country. According to Matt Hole, the managing director of Morgan, the brand’s sales in the US are not expected to decline significantly despite the challenges posed by the tariff.
In a recent interview on Autocar’s My Week in Cars podcast, Hole expressed confidence in the resilience of Morgan’s US sales. He highlighted the fact that the brand received homologation for the Plus Four model last year, allowing for additional production and growth in the US market.
While acknowledging that there may be a slight decrease in sales due to the tariff, Hole remains optimistic about the demand for Morgan sports cars in the US. He pointed out that there has been a pent-up demand for the brand in the country, as new four-wheeled Morgans have not been available in the US for nearly two decades.
One of the key factors driving sales in the US is the unique craftsmanship and hand-built quality of Morgan cars. Hole emphasized that customers in the US cannot find a comparable car elsewhere, making Morgan a sought-after brand in the market.
To mitigate the impact of the tariff on customers, Morgan and its dealers have decided to absorb some of the additional costs. This strategic decision aims to minimize price increases for US customers and maintain competitiveness in the market.
Despite the challenges posed by the tariff, Morgan remains committed to providing high-quality, hand-crafted sports cars to its customers in the US. By working closely with dealers and implementing pragmatic solutions, the brand is confident in its ability to sustain its presence and growth in the market.
