While other models were sleek and streamlined, the Morgan looked and sounded like sports cars were supposed to. But its throaty roar could be a thing of the past, at least on one model, with the 101-year-old company developing an electric low-carbon version of the iconic vehicle.
The electric car will be made of aluminium and be powered buy a plug-in battery. Morgan is co-operating with two other British companies, Zytek and Radshape, to produce a concept car which could be seen for the first time at the Geneva motor show next year.
In fact two cars are being produced. One will be held back for further engineering research, while the other will be on public view as Morgan decides whether to develop a version which could be put on sale.
The project is being backed by a £100,000 grant from the Government which sees electric cars as part of the solution to climate change. With the project still in its infancy, the range of the car and its top speed has still be decided. It will, according to a spokesman for the project, be quick.