James Gent

James Gent

December 15, 2021 12:14 pm


The Morgan Motor Company has confirmed that Matthew Hole, its new chief technical officer, will also be the British brand’s first-ever Head of Electrification.

Morgan, established in 1909 and celebrated for the traditional craftsmanship that goes into its idiosyncratic sports cars (compared with mass-production), confirmed that Matthew Hole’s appointment was “strategically crucial in Morgan’s ongoing transition towards electrification and future electric vehicles.”

This is not the first time Morgan has teased electrification in its future.

Morgan EV3

Morgan EV3

Back at the Geneva Motor Show in 2016, Morgan made the bold move of introducing the electric ‘EV3’, an electric concept based on the company’s definitive 3 Wheeler featuring carbon body panels, brass cooling fins, and a single, off-centre headlight, strategically-placed to make room for the 34.8kW electric motor that replaced Morgan’s customary front-mounted V-twin bike engine under the front canopy. The British carmaker later confirmed a new partnership with Frazer-Nash Energy Systems, the latter of which would oversee development of the electronics and drive motors.

Sadly, development of the EV3 went no further, and the project was canned in 2018 before pre-production even began.

Further strides in recent years however suggested that Morgan, while keen to celebrate over a century of heritage, was nevertheless keen to update its production. The latest generation Morgan Plus Six, introduced at Geneva in 2019, featured a brand-new bonded aluminium CX-Generation platform, and thus became the first Morgan in 84 years not to be built on a steel chassis. The brand-new 3 Wheeler meanwhile, teased in heavily camouflaged pre-production form in September, is also set to introduce a brand-new design language for the brand.

Morgan Plus Four

Morgan Plus Four

Though further details have yet to be revealed, Matthew Hole’s appointment, based on “huge experience in the development of EV powertrains for a range of automotive manufacturers”, is the first step of what Morgan calls “its intent to fully embrace an electric future.”

“I am relishing the opportunity to help transition Morgan Motor Company towards an electric future, at what is a hugely exciting point in the marque’s 112-year history,” Matthew explained in an official statement. “Morgan has a tradition of innovation and has remained true to its core values for generations, and I am confident that these values can be strengthened as we implement EV technology. As an engineer, it’s a fascinating challenge that carries a significant weight of responsibility, not least because of the significance of the Morgan brand.”

His predecessor, Graham Chapman, has now been appointed Morgan’s new Chief Operations Officer.

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