The Midsummer Story | Full Film

This is the story of Midsummer, a film that gives insight into our joint celebration of coachbuilding with Pininfarina. Hear from the key characters involved in Midsummer's creation and marvel at the exceptional craftsmanship required to bring such a vehicle to life #Morgan #Pininfarina #Midsummer

[@jonnowocky8179]

Thing thing is absolutely gorgeous. Been to the Morgan factory and it’s impossible not to love what Morgan does - one of Britain’s great companies - engineering, eccentricity and craft all together. Got an old classic currently but Morgans are probably the only new things that would tempt me away ❤

[@granufink57]

the car is beautiful, but please heed one piece of advice: Morgan is getting far too expensive, the prices are too high. Make sure that the cars don't get more expensive every year and become unaffordable for many fans. You don't have to drift into the absolute luxury segment, even if the margins may be very tempting. The DNA of an honest driver's car with soul will be lost to a certain extent and at some point the Morgan myth will also be lost. 140,000 euros for an attractively equipped Morgan Plus 6 is already far too much and is aimed at buyers who don't care whether they spend 20,000 euros more or less - more is better. But these buyers are not loyal and will move on to the next object of desire as soon as one presents itself. Look at the tragedy of Lotus and Jaguar with electrification and the accompanying image change.

[@nevergiveupferenczi1121]

💯

[@trailrunnermike]

I got very close to buying a 3 wheeler a few years ago. Prices now are not reasonable. Morgan only makes a small number of vehicles. Now they want 911 money. It’s not worth that. I do t need to buy one to find out.

[@OsVf770]

As Morgan insists on Handmade, increasing production and lowering prices seems difficult. I'd like to buy Morgan too, but I'm one of the ones who can't afford to pay for it, but I'm skeptical about price cuts. Too low prices can degrade product quality, attract irresponsible street drivers to reclaim the brand's value. Controlling production numbers and prices is very challenging. There are many things to consider besides Margins and Affordability.

[@clivejones1888]

c’est la vie … if the business model works … the profit is there … and they remain true to them unique engineering roots … then so be it … best play the lottery

[@danielmccarthy1982]

Of course! Do what companies like Triumph and Dyson do - source cheaper materials, develop automated production and have manufacturing outsourced to Malaysia! Brilliant!

[@deldridg]

This man speaks my language. "Analogue", "craftsmanship", "lightweight" etc. Compelling - and these days, almost novel concepts in the "sports car" world.

[@slydermartin6008]

👍From one "Analogue Man" to another.

[@deldridg]

@@slydermartin6008 Indeed, my friend! There is nothing like the joy of experiencing a complex mechanism operate perfectly, to hear it and to imagine the countless hours of design and skilled craftsmanship that has gone into its creation. My work is in designing software - the antithesis of this in many ways. For me, I have to do physical, analogue things to compensate, such as woodworking and to use mechanical things (ie. watches, vehicles) where possible! Cheers from Sydney - (old fashioned) Dave

[@slydermartin6008]

@@deldridg Sixteen thumbs up. I'm a builder....total Analogue Man....and this Machine.....speaks to both of us! Cheers Brother!

[@deldridg]

@@slydermartin6008 I envy you mate. You can drive around and appreciate the wonders of your hard work and skill. That has to be satisfying. For me, I have to rely on feedback (hopefully positive) from my clients that my efforts were't in vain. However, sitting at a table I've built and using a chair or cabinet I've designed and laboured over is very rewarding. I try not to use machinery where possible and hand cut all my dovetails, mortise/tenons etc. and do all the finishing by hand. Takes a long time but I'm not earning from it and it's immensely joyful. I still remember my son, at 6 asking if there's a chance he'll get his bunk bed and drawers before he leaves home! Cheeky bugger. I did eventually finish them and I know he was pleased with the bookmatched frame and panel Australian Red Cedar cupboard doors, the 88 handcut mortise and tenon joints, the 6 hand-dovetailed drawers, hand sanded to 2000 grit etc... 🤣

[@slydermartin6008]

@@deldridg Mortise and Tenons????? You can stop right there! By hand? You are either a masochist or not an Ass Sitter. Going with a NON-ass sitter!!!

[@millarlambie2970]

The Midsummer. A beautiful piece of motoring art. And the advertising is something that has been so well done. It is a credit to those who put it together.

[@pistonburner6448]

That would be the Indians who now own Pininfarina.

[@Vanity-Man]

The Midsummer is the best looking car Morgan has ever produced. I can only hope in my life I can get enough money to afford the whole lineup, but it's looking like it'll be half a million just to get the Aeromax and Midsummer!

[@parrotraiser6541]

That is approaching the XK120, especially in white.

[@scubatrucker6806]

Boat on wheels .. Now i understand the no top and short windshield and wood wrap around ❤❤

[@nightshifted]

Your current lineup of cars is amazing! I only with the Plus Six was available with a stick, and that there were more Midsummers!

[@mynameisnotshane6501]

watching these ones who share the same thinking about cars as you is just a bless

[@brandenongkp]

Beautiful

[@tkjaune]

That thumbnail shot tho….. gorgeous wood trim.

[@flavius_pisapia_sculpture]

A hand made object is always more iconic and valuable than a machine made one. The hand made aspect is the soul of the object. It's the human soul transferred through the hands into every inch of the object. I work the same way in sculpture. The hands, and what they can achieve, cannot be exchanged with anything else. This car is as functional as is sculptural.

[@Fioravanti.80]

Great decision to collaborate with Pininfarina. There is often a timeless, dare I say, Midas touch from them, which will bode well for Morgan.

[@jrarsenault1937]

WoW! Rolling art, taken to the highest levels. Handmade, analog, eminently satisfying to look at. Oh, to drive it on a warm summer moonlit night ...

[@Dominic-mm6yf]

Stunning work of art and a cool car too.

[@durhamgrigg3125]

Oh WOW❤❤❤❤. What a wonderful result from an inspired collaboration!!!! More please!!!!

[@panagiotiskafritsas4271]

Fantastic video about the Midsummer and the Pininfarina collaboration 😁👌🏻 thanks to all of you! The most beautiful car in the world!

[@desmo750f1]

I was a little sceptical when I first heard about this partnership, but the outcome is fantastic and it sounds like both teams got a lot out of it, particularly the craftsmen at the factory.

[@warrenwalker8170]

I'm not at all sure about the 90° grain direction change over the third eye brake light. It may have been better to be in the same direction as its surrounding wrap around trim . And or if it had some sort of minor edge trim to differentiate it As it is , where the two pieces of trim just butt up against each other looks a little bit too much like IKEA. Also the trailing edged should have a softer radius to meet the rear deck lid . (PS I'm a wood boat guy - just saying) Overall very nice. Needs two small round glass window options for the windshield in case you want to tour and a wood rim steering wheel. (did somebody already get the "Midsummer nights dream" trademark or is it still with Shakespeare). ie future special special edition

[@echodub81]

Beautiful car, my favorite parts are the Lights (front and rear) and the wheels. Really makes it look modern, yet classic!

[@NIC2326]

Absolutely beautifully elegant!

[@sixpotshot]

A car favourite maker of mine having visited the factory in Malvern quite a few times. Excellent 33.39 minutes of an amazing movie that only a special company could come up with. That one day I can enjoy a Super 3 in my garage! I take this opportunity to leave a wish: please make your car configurator compatible with the web browser Safari once and for all - this has been ongoing for years now, it is not acceptable and in my opinion it even goes against what the brand stands for...

[@madogblue]

Beautiful sheetmetal. Stating the obvious, but the teak is very visually polarizing, and as any boat owner knows requires ongoing maintenance, and will weather over time.

[@estheticsdenturestudioinc.291]

Absolutely, perfectly describe the spirit of driving!

[@shankarbalan3813]

Oh what a beauty. The Quintessential Joy of Motoring.

[@antonoat]

What a treat for the eyes! 😀

[@user-zu4qr8bz6u]

watching this......i miss my 1958 karmann ghia and driving it down the long and winding roads of britain suburban in mid summer.

[@challacustica9049]

This is beautiful! Analog and lightweight - what a car.

[@dash-ryan]

Fell in love with Morgans after the Peter Davison's Vintage Roads show. However, it was clear that Morgans are too fragile for most parts of the world, such as Canada. This is a California / Monaco car ... and if you know the budgets of people who live there, it's small wonder why these cars are so expensive.

[@institorisinstitoris959]

You would know it's a British car even if you never heard of Morgan. Amazing design in a sea of todays car design atrocities... Well done.

[@Butze73]

thank you

[@parrotraiser6541]

Without weather equipment, it's not very practical for the UK; maybe OK for Italy or California.

[@jakubjodlowski8416]

Respect to everyone involved. Incredible 🙏

[@CellCoachCom]

Amazing.

[@bcsadman]

Beautiful…

[@antiWhiteism777]

@morganmotorcompany --- I'm confused by your inconsistent interchangeable use of "coach" and "car", can you explain?

[@swag876ras]

So beautiful

[@williamguillIII]

Looks like the only Morgan I can afford..is Captain Morgan!

[@antiWhiteism777]

@morganmotorcompany --- How long will this car last in a beach town environment like Wildwood/Ventnor City/Brigantine, NJ, USA?

[@tekis0]

I can't deny that the car is beautiful. It seems fresh to me anyway. If it drives as good as it looks, then it's a winner.

[@slydermartin6008]

WOW WOW WOW! Timeless. For those of "a certain age" this is pure elegance. Morgan has a special place in my heart going back to the 60's and my neighbors +4. Damn! British Invasion is coming up in September at Stowe Vt. ......I'm sure this Beauty will be The Talk! Stunning!

[@pistonburner6448]

Is this Indian-designed car a good thing to associate with something called "British Invasion"?

[@slydermartin6008]

@@pistonburner6448 "British Invasion". For those "of a certain age" the reference does not need to be explained. "Indian Designed"? Hmmmmmm

[@pistonburner6448]

@@slydermartin6008 Yes, in case you don't know: Pininfarina was sold to India.

[@slydermartin6008]

@@pistonburner6448 And? Wear a hat and no one will see your point.

[@pistonburner6448]

@@slydermartin6008 You're not intelligent enough to get a very simple point.

[@marcusoutdoors4999]

Wonderful design and obviously the greatest car project. The design is fascinating the tail angles are slightly reminiscent of a Jaguar XK120 which is a good thing.

[@frankE91210]

love it

[@matthiasschulz4503]

Simply beautiful und unique design- well done

[@sturmeko]

3:38 Rustom Mazda quite a fitting name for a car designer 😁

[@jimbodimbo981]

Rustom has a brother called Custom Mazda I believe

[@spookydog6959]

🤩good job

[@erichaskell]

I wonder how an Austin Healey 3000 would do in the current market? Timeless beauty, just the right size; just need to get the British gremlins out.

[@PiDsPagePrototypes]

Use a new Chrysler Hurricane TT Inline Six, in a successor to the 3000,... Oh, yeah,...

[@alanblanes2876]

An amazing video and evolution of Morgan. What has been done to make the car usable in severely wet weather? Have you been working on something like a Carson top?

[@luanp.hasnay2600]

Nice.

[@frost6916]

It's magnificent, I would just change the gearbox to a pure manual, and a naturally aspirated engine

[@williamguillIII]

If the car is the most complex thing man has ever made....then women must be the most complex thing God every made!

[@LiamHansen-ib5wk]

Hi Morgan I now that all Midsummers are sold out is there any way to get one anymore ?

[@daniellanier9090]

The car looks great but the wood trim is outstanding.

[@charlesmattia]

I love the Morgan Car it's a piece of art but I will love mine to be a coupe

[@PiDsPagePrototypes]

Gorgeous design, like art on the move. Of course, no amount of money will get one sold in Australia, with the local distributor not importing any, and their website claiming they don't meet standards.

[@alexanderspyro8862]

Sheer love - hand made QUALITY & joy ride that means - tradition ....

[@aleksandrkarpovich156]

Ever heard of whiplash neck injury?

[@jdesmo1]

Amazing effort, only to be ruined by that shitty low-rent BMW shifter

[@jeffhildreth9244]

Enjoyable, but I see a novelty for the wealthy, and an ego massaging conveyance, not a "sports car".. far from it.. Consider building an "entry" level car for the many who dream of owning a Morgan. I have owned about 25 Brit cars since 1964, to include a Fairthorpe Electron Climax, SD1, MGC GT, and many others. I have always wanted a Morgan , and now have the time and "had" the means until recently. between the insane inflation and Morgan's latest focus I will be out looking for a previously owned car or a Caterham. I appreciate the 3 wheeler but I have had enough bikes. From Oregon USA, thanks for "listening".

[@jonnowocky8179]

Not to be rude - but it isn’t Morgan’s fault the economy and the market has moved away from your mean. Also Morgans are also largely unchanged for decades, and you can find great older examples for pretty reasonable money. Halo cars like this are expensive yes - but they bring attention to the brand and allow them to show off new ideas. I’m just glad they exist, it’s inspiring.

[@jeffhildreth9244]

@@jonnowocky8179 Don't worry, you're not rude. I I can afford, but not justify, the Morgan. I was primarily speaking for others who are in a different position. Additionally Morgans were not so far off pricing of other Brit sports cars up to the 80s. Just histlory.

[@SirDigbyMinge-or8md]

Behold! The Morgan Fannymagnet!

[@bofat6978]

When the German Pininfarina guy talks, he sticks out his middle fingers 7:32🖕🏻 😂😂😂

[@19mati67]

It's an awesome looking car. The only thing that I don't like about it, it is the wooden door insert. I understand the purpose of it, but it is to much wood there.

[@Film_Lab]

Just waiting for that big lottery win. 😁

[@vivianvaldi7871]

Some should move to vacuum cleaners design. It's a really wealthy market.

[@machoneboard]

Morgan without windscreen.

[@doedecaheedron]

Or rollbar 😮

[@m.i.andersen8167]

Nice car. But sad that the video is filled with far too much over the top pretentious bullshit.

[@spiritusinfinitus]

Nailed it!

[@mrbunchofcells]

it's called hypercar not sports car

[@Santos.Sarmento]

It would have everything to be the most spectacular design in years after so much mediocrity that we see out there! Unfortunately, the entire explanation and justification for this wonder falls apart with this pathetic and totally out of context BMW gear lever.

[@mauribonada2425]

A design full of details, and the bmw gear lever.

[@AClockhead103]

no hard top ?

[@Joe-xj2tb]

They say you can tell success by the employee parking lot

[@P.Galore]

These bespoke manufacturers want too much $$$ now. For what a Morgan costs you have a fully restored Mercedes 280sl, Jag XKE...maybe BOTH!

[@davidatrakchi2707]

Morgan was created to provide simple means of transportation, and so it did. now it’s nothing but a symbol of a decadent culture. They offer you freedom, may be on roads of your privet estate because all other roads are blocked with traffic most of the day.

[@septopus3516]

The CEO is Fernando Alonso' long lost much older brother. Uncanny

[@maddocmucmaddocmuc5341]

nicely done...... a bit heavy...... not for daily use. Will stick to my caterham seven for the time beeing....

[@michaelramsay-fraser7076]

Stunning car but am I the only one that thinks the new, elongated rear end is a bit Marcos like?

[@mstelios4259]

I love watching ads while watching an ad

[@danCK1990]

so morgan motors ... if i sell one of my kidneys will i be able to afford one with 2 years maintenance included?

[@snoopycharlie8718]

Love it - except for that semicircle grille cover piece.

[@jmirsp4z]

i didn't know they still made real sports cars in 2024

[@JeJeNtwrk]

What of the CRASH TEST of the car?

[@robbell164]

Horrid Headlamps ! What were they thinking ??

[@K04sesSion]

hmmmm miss the car

[@Xellar1993]

"A car is not about expensiv" Also Midsummer: cost over 160k

[@sturmeko]

160k is extremely cheap for a hand built car with such level of detail.

[@michaelsummerell8618]

"A sports car is about unforgettable experiences..." I'm sure Freddie Flintoff agrees.

[@MrMightyytau]

Bloody shame the Australian nanny state boffins banned Morgans

[@PiDsPagePrototypes]

Doesn't look that way. More like the local Distributor doesn't want to get type approval, instead pushing customers towards vehicles they already have in stock.

[@jimbodimbo981]

Sadly these will sit in a garage

[@geomax3465]

AMAZING CAR... but Whoever design the BMW gear lever it had to be in JAIL FOREVER. 🤢😑

[@boonraypipatchol7295]

Dinosaur, Last gasp.....

[@Ryanstuff]

This would be a dope electric⚡

[@AC-id5ow]

It’s good but to me it feels that some details are a little fussy and overall it feels a bit too over designed. The steering wheel looks like it would sit better in a Ford focus.

[@XoVoX]

The back end is nice, but overall fairly underwhelming. I feel all companies make a concept where they take off the headrests and windscreen and feel they have done something special. Mazda and many other companies periodically do the same. This overall looks bloated.

[@Niamato_inc]

If you don’t make an electric version of this we will.

[@PiDsPagePrototypes]

Model3 drive unit under the rear, and battery packs up where the ICE power unit is, should have similar balance.

[@John-G]

I'm lost. It's a Plus 6, but way uglier, with headlamps and a grille that look like an afterthought, by a drunk with a sense of humour, for three times the price. Morgan used to be about enjoying driving a classic and having fun. Not any more. It's a collector's car - if that's what you want and that's what they want to sell - happy for them 😢.

[@aliheyder1714]

Im waiting for the chinesse version of this car

[@mozellagi]

A patchwork of great ideas and no coherent design scheme. Very confusing.

[@keepingitdownwiththepashas]

You say its for everyone but price it only the rich people can afford.

[@user-hp1ib5cy5e]

Соблюдение традиций в технологиях - это прекрасно. Но всё хорошо, что в меру. Концептуальность предпологает прогрессивность. Например сборку по технологиям авиационных истребителей. Пускай это будут технологии 20 века - клёпка и алюминий. Но это будет прогрессивно в рамках компании. ...и дизайн - ни о чём. Всех в Китай вывезли?

[@TonyParrack]

Sorry. Far too long - I want an executive summary pls.

[@PiDsPagePrototypes]

Do you want it reformatted for tiktok too? 😂

[@philliplopez8745]

It would seem that if anything , the interpretation may be too complete. I am certain that an android would feel at home behind the wheel .

[@pdsnpsnldlqnop3330]

I like the visible wood, however, the reason to not use it is because of how it behaves in a crash. Sadly, the materials in modern interiors are much safer in a crash, there are no splinters for example. I would like to see an electric version of this car with a modest range, modest power, modest grip and genuinely lightweight. We have known about global warming for as long as Morgan has been around and it is a bit childish to still be making gas guzzling toys. Boomers still like smelly gas guzzling cars but boomers are not cool. A lightweight EV with no massive screens or cupholders would put the fun back into driving, which has been boring since the 1930s. This will only ever be an old man's car due to the legacy engine. Putting that aside, the design is fantastic and it just needs to be electric rather than noisy and smelly.