Morgan Motor Company and Adamas Motor Group partnership strengthens Morgan offering in GCC

February 29, 2024 by Morgan Motor Company

• Morgan Motor Company and Adamas Motor Group further enhance their partnership to include provision of managed services across the GCC.

•Morgan Motor Company CEO, Massimo Fumarola, concludes Bahrain and UAE market visits which featured a comprehensive schedule of events including VIP customer, dealership, and media engagements.

•Further customers in GCC countries will be introduced to the timeless appeal, unique characteristics and bespoke experience of Morgan sports cars thanks to the strengthened partnership between Morgan and Adamas.

•Adamas Motor Group is currently the retail partner for Morgan in the Kingdom of Bahrain and United Arab Emirates, with impressive showroom facilities in both locations.

Morgan Motor Company and Adamas Motor Group are strengthening their partnership following a successful visit by Morgan representatives to Bahrain and the UAE, led by Morgan Motor Company CEO, Massimo Fumarola. The visit featured a comprehensive programme of activities aimed at fostering an enhanced level of collaboration between the two companies including the strategic agreement for Adamas Motor Group to provide managed services across the complete Gulf Cooperation Council (GCC) region.

The agenda of the visit featured several opportunities for Morgan to engage with key stakeholders in the region. Highlights included an extended lunch discussion with members of the local media followed by an opportunity to meet with Morgan owners, allowing those customers to further explore the brand's rich heritage and learn more about its future direction.

It is only recently that Morgan Motor Company has had official representation within the GCC. The company's unique approach to coachbuilding lightweight sports cars which are fun to drive, entirely bespoke and have timeless appeal is well suited to a region which appreciates unique motor vehicles and individuality.

With state-of-the-art showroom facilities already set up in Dubai and Bahrain, – both of which feature Morgan prominently alongside globally revered premium automotive and fashion brands – the strengthened partnership will help to extend the Morgan experience to a wider audience in other countries within the region. The visit provided the platform for Morgan to gain further insight into the regional automotive landscape and discover more about the opportunity for the brand's expansion in the region.

'I would like to express my gratitude to the entire Adamas Motors team for their warm welcome and steadfast commitment to Morgan. I am confident that the groundwork for the regional success of Morgan has been firmly established and look forward to further enhancing our collaboration on a wider GCC level. It was a real honour to meet with some of the first Morgan customers in the region. We believe that Morgan represents something truly unique within the automotive landscape, and I feel very positive knowing that our unique qualities resonate here.'

Massimo Fumarola, CEO, Morgan Motor Company

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'We are proud and honoured to have hosted Massimo in our home markets of Bahrain and the UAE. As someone originating from Malvern, where the rich legacy of Morgan sportscars thrives, this partnership carries a deep and personal significance for me. I am incredibly enthusiastic about deepening our successful partnership and witnessing the continued success of Morgan Motor Company in the Middle East.'

Karl Hamer, Chairman & CEO, Adamas Motor Group

Interested customers in the Kingdom of Bahrain and United Arab Emirates are encouraged to contact Adamas Motors to discover more about Morgan. Further announcements on Morgan availability beyond these countries will be made by Morgan and Adamas Motors in due course.