Brochure Morgan Sales The First Real Sporst Car

Morgan sales brochures featuring the Plus Eight, Plus Four, and 4/4 were factory-issued promotional catalogues produced across several decades, typically highlighting the company’s full model range. These brochures are now considered collectible automobilia, valued for their specifications, photography, and historical context.

Key Details

• Models Covered:

  • Morgan 4/4 – the world’s longest-running production sports car (introduced 1936, still in production in the 1990s).

  • Morgan Plus 4 – mid-range model, often fitted with Triumph or Rover engines depending on era.

  • Morgan Plus Eight – flagship V8-powered sports car, launched in 1968 with Rover’s 3.5L aluminium V8.

• Format:

  • Typically softcover brochures, 8–20 pages.

  • Some editions were folder-style prospectuses with individual specification sheets.

  • Produced in both UK and export versions (Australia, US, Europe).

• Content:

  • Technical specifications (engine, performance, dimensions).

  • Promotional photography of each model.

  • Emphasis on Morgan’s philosophy: traditional craftsmanship with modern performance.

  • Some brochures included cutaway drawings or factory process features.

Collectibility

• 1968 Brochure: Introduced the Plus Eight alongside the 4/4 and Plus 4.

• 1977 Brochure: Highlighted the 4/4 and Plus 8, produced in UK and export versions.

• 1990s Brochures: Full-line catalogues featuring 4/4, Plus 4, and Plus 8, often 20 pages with colour photography.

Historical Context

• Morgan used these brochures to reinforce its image as “the last of the real sports cars”.

• The Plus Eight was central to Morgan’s marketing from 1968 through the 1990s, offering performance comparable to contemporary sports cars while retaining classic styling.

• The 4/4 and Plus 4 were promoted as more accessible models, but equally hand-built with ash frames and traditional methods.