London Morgan is not your traditional car showroom. The business operates from a series of ex-stables neatly tucked into a cobbled side street among the hustle and bustle of the capital.

Running a dealership in a London mews may suggest footfall would be limited, but sales manager Harry Gibson and dealer principal Anthony Barrell say the contrary is true, because the dealership knows how to attract “the Morgan customer”.

The dealership’s  thesis is that buying a Morgan is a special experience and it wants to make that experience as high-quality and as bespoke for the customer as the vehicle they are buying.

“It is much like going to a suit tailor. We will literally fit the car around the buyer,” said Barrell.

“We had a customer from Egypt who flew in when his car was being built. We picked him up from the airport and took him to see it and he actually signed his engine himself and had a picture taken with the car part-built. When customers come to us, they’re expecting something different in buying a Morgan, but that must also be reflected in the service they’re receiving.”