Add Morgan to the growing list of automakers who are gearing up for a future model lineup that includes hybrid and electric vehicles. The British automaker has announced its intention to develop a series of hybrid and EV models that it plans to launch by 2019. While it’s not as big of a company as some of the giants in the business, Morgan is still making that leap, thanks in large part to securing funding from the UK’s Advanced Propulsion Centre.
The company is also tapping into its partnerships with Delta Motorsport and Potenza Technology to invest £6 million ($8.5 million) in the development of new technologies, including hybrid and EV powertrains.
Morgan managing director Steve Morris told Autocar that the company has already invested time and money to get to this point, specifically touching on the research and development of new propulsion technologies that it has been doing for close to a decade now.
While it’s certainly hard to envision Morgan becoming as big in hybrids and EVs as the Toyotas and BMWs of the world, the company knows what its targets are and is sticking to it, including appealing to its key markets and attracting new customers.
Only time will tell if Morgan will be able to get where it needs to go, but there’s plenty of reason to believe that with the industry evolving into one that places a premium on delivering improved fuel economy and efficiency, there’s no time like today - and the future - for Morgan to go all-in on this endeavor.
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