In addition, London Morgan has yet to sell a car on finance. The manufacturer has recently introduced the ability to buy one of its models on finance but “people don’t really tend to take it”, said Gibson.

London Morgan's plans for the future

The dealer has big ambitions in terms of growth for this year. To ensure that the personalised touch is not lost, Barrell said it plans to take on an administration person, freeing Gibson to further improve the service.

“We will also take on another technician because as the sales side of things grows so will our servicing and aftersales need,” Barrell said.

Other targets for 2015 consist of 33 new car sales throughout the year. In addition to the new cars sold, London Morgan has a used car department where it sells classic cars for all manufacturers and Volkswagens (as part of Monaco Volkswagen). The group is planning to expand on the used car side of the business this year and aims to move 50 units.

“Morgan is not like many manufacturers – it doesn’t say to its dealers your target next year is 300 cars. Morgan only makes 1,000 cars a year and there is a waiting list, of which our customers understand,” Barrell said.

“There are wait periods and that can sometimes be our fault and sometimes the factory’s, but as long as you’re honest with them they respect you for it,” added Gibson.

The ultimate drive is never to stagnate, he said: “We have definitely not explored every aspect of Morgan yet. Even if we don’t necessarily expand on sales, there is high-end valeting, servicing, race car prep etc we can get involved in.”