Grand Launch

Morgan Motor Company marks a significant milestone with the expansion of its range in the Middle East region.

Adamas Motor Group, the exclusive retail partner of Morgan Motor Company in Bahrain and the UAE, announced the expansion of the iconic British automotive brand in the region with the launch of the stunning Morgan Plus Four sports car.

The long-anticipated unveiling of the Morgan sports car took place at a grand event held aboard the iconic Queen Elizabeth 2 cruise ship in Dubai, UAE.

Marking an important landmark for the company, the exclusive event spotlighted the official arrival of the Morgan Motor brand in the region, with Adamas Motor Group being appointed to support the brand’s wider GCC network by providing a suite of managed services, in addition to their existing operations as exclusive retail partner in the UAE and Bahrain markets.

The event was graced by prominent guests from Morgan Motor Company, including CEO Massimo Fumarola and Chief Design Officer Jonathan Wells, as well as the British Consul General to Dubai and Northern Emirates Oliver Christian.

Representing the pinnacle of British craftsmanship and performance, the new Morgan Plus Four blends timeless design with cutting-edge technology. Built on a lightweight aluminium architecture and turbocharged with a 2.0-litre BMW TwinPower Turbo inline four-cylinder engine, the model delivers 255hp which allows it to accelerate from 0-100km/h in a thrilling 4.8 seconds. The car’s enhanced chassis dynamics and refined interior ensure a sensational driving experience with enhanced focus on functionality and daily usability. With meticulous attention to detail and a range of customisable options, the Plus Four offers discerning enthusiasts a truly bespoke driving experience.

Additionally, the launch evening’s programme also featured a charity auction of five bespoke prints, each inspired by Morgan’s rich history and heritage. All proceeds were donated to Emirates Red Crescent, underscoring Adamas Motor Group’s commitment to social responsibility.

Speaking at the event, Karl Hamer, CEO, Adamas Motor Group, said: “In addition to marking the arrival of this iconic British brand in the Middle East, the event is a real showcase of our long-standing commitment to delivering exceptional automotive experiences for our clients. We extend our deepest gratitude to Morgan Motor Company for their partnership and look forward to further developing this great franchise in the region.”

Massimo Fumarola, CEO, Morgan Motor Company, said: “It is a real honour to return to Dubai to help showcase the new Morgan Plus Four in the region, following its launch in April. We are thankful to Adamas Motor Group for their outstanding work in developing the Morgan brand locally, as well as for their continued commitment to the highest quality of customer experience. We are confident that their unique approach, combined with the timeless appeal of Morgan sports cars, will resonate deeply with the discerning owners and automotive enthusiasts in the Middle East.” ✤