Venerable carmaker needs 'future-proofing' - Massimo Fumarola is apparently the man for the job
- the firm's impressive follow-up to its inimitable 3-Wheeler - is merely the icing on a three-year-old cake. A burgeoning relationship with BMW may well have saddled some models with an all-too-familiar gear lever, but it has also resulted in better and more modern Morgans. Ditto the newer, cleverer architecture that underpins them.
Nevertheless, the pace of change required this decade is fearsome, and evidently it was felt that the 'further development of timeless coach-built sports cars' needed turbocharging. Hence the new appointment of Massimo Fumarola as CEO. The former Chief Project Management Officer at Lamborghini will be handed operational control of the company, with current CEO, Steve Morris, a 40-year Morgan veteran, becoming Executive Chairman.
Strategic growth is said to be number one on Fumarola's to-do list, driven by new product development and the global promotion of the Morgan brand."This is an extremely important appointment for the Morgan Motor Company. Massimo joins Morgan at a time when it is perfectly primed and positioned for future growth and further success.
Fumarola has swiftly declared himself a long-time fan of Malvern's most famous export."When I was a young boy, our neighbour had a Morgan, and I dreamt of driving a Morgan myself one day. For me, a Morgan is the best combination of pure vehicle dynamics, light-weight design, driving pleasure, quality refinement, functional design, and courageous engineering.
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