Sales Brochure for Morgan 1977 Plus 4 Plus 8

The 1977 Morgan sales brochure is a factory-issued catalogue highlighting the Morgan 4/4 and Plus 8 models, produced in both UK and export versions. It is a collectible piece of automobilia, valued today for its specifications.

Key Details

• Year: 1977

• Format: Softcover brochure, typically 8–12 pages

• Models Featured:

  • Morgan 4/4 – the long-running four-cylinder model, still hand-built with ash frame construction

  • Morgan Plus 8 – introduced in 1968, powered by the Rover 3.5L V8, positioned as Morgan’s flagship sports car

• Content:

  • Technical specifications (engine, performance, dimensions)

  • Promotional photography of the cars in period settings

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

• Variants:

  • UK brochures often titled “Morgan Sports Cars”

  • Export versions (including Australian brochures) carried similar content but sometimes adjusted specifications for local markets

Collectibility

• Purpose: Dealer-issued promotional literature, not mass-market publications.

• Rarity: Original 1977 brochures are now considered rare automobilia.

• Collectors prize them for their period authenticity and as part of Morgan’s evolving sales literature.

 Historical Context

• By 1977, Morgan was one of the last truly independent British car makers, still producing cars largely by hand.

• The Plus 8 was central to Morgan’s image, offering performance comparable to contemporary sports cars while retaining classic styling.

• The brochure reinforced Morgan’s identity as “the last of the real sports cars,” a slogan often used in late 1970s marketing.