Morgan Will Let 50 Customers Design Their Own Sports Cars

Bespoke as Standard pairs Morgan Plus Four and Supersport buyers with in-house designers, adding complimentary paint, trim upgrades and crafted personal touches.

2025 Morgan Supersport

Photo by: Morgan Motor

Brian Potter

By: Brian Potter

Oct 22, at 3:32am ET

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Morgan Motor Company is giving 50 customers direct access to its design team under a new program called Bespoke as Standard. The initiative runs through the end of 2026 and pairs each buyer with Morgan's designers to approve a one-off specification before the car gets built.

The British sports car maker has built cars to order since 1909 at its Pickersleigh Road factory in Malvern, Worcestershire. Bespoke as Standard adds a formal review step and a set of complimentary upgrades that previously came at extra cost.

How Bespoke As Standard Works

2026 Morgan Midsummer Coupe

2026 Morgan Midsummer Coupe

Photo by: Morgan Motor

Under the program, a customer first works out a specification with an authorized Morgan retailer, picking colors, materials and trim the way buyers always have. That configuration then goes to Morgan's in-house Design team, which reviews it and sends back an official approval before production starts.

Customers who want to push further can talk directly with Morgan's designers rather than working only through a retailer. Matthew Hole, Morgan's managing director, pointed to projects like the Midsummer Coupe as the model for the approach: "They demonstrate that the most extraordinary cars are not simply designed, but created through a deeply personal collaboration."

That coupe is a useful comparison. Morgan revealed an artist's proof prototype on June 24, previewing a strictly limited series of nine customer cars.

Each is developed individually with the person who commissions it. Bespoke as Standard now applies that same idea to 50 buyers of Morgan's regular production models.

Jonathan Wells, Morgan's chief design officer, framed the effort as formalizing something the brand has always allowed informally. "There is no single way to specify a Morgan," he said, describing the goal as helping customers bring "color, material and finish together in a way that feels considered, cohesive and entirely personal to them."

Personalization Options, Craft Details And Eligibility

2026 Morgan Supersport 400

2026 Morgan Supersport 400

Photo by: Morgan Motor

The complimentary perks are concrete rather than symbolic. Any solid or metallic paint from Morgan's palette, including paint-to-sample colors, comes at no extra charge, along with leather upholstery, carpet and hood colors from the standard range.

Anything outside those parameters still carries a cost.

Morgan is also formalizing a tradition that already exists informally on its production line. Participating customers can ask the craftspeople who build their car to sign the underside of the bonnet.

Each of the 50 vehicles also gets a plaque signed by Hole plus a photographic buildbook documenting its assembly at Pickersleigh Road.

Eligibility varies by market. Bespoke as Standard covers the Plus Four, Supersport and Supersport 400 for buyers in the United Kingdom, Europe and other international markets, but US customers can only access the program through the Plus Four.

The program's timing lines up with Morgan's broader expansion. The company recently launched sales in Qatar with a new retail partner, and its Midsummer projects show the same appetite for small-batch personalization at scale.

Morgan Midsummer by Pininfarina

Morgan Midsummer Barchetta by Pininfarina

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The original Midsummer barchetta was capped at 50 cars, and Morgan has confirmed completion of the final example in the series. The newer fixed-roof Midsummer Coupé follows as an even rarer run of nine commissions derived from that design.

Deliveries from Bespoke as Standard are scheduled for spring 2027. Interested buyers are directed to contact their nearest Morgan retailer before the program's year-end cutoff.