A NEW MEMBER IN THE ROMEO FERRARIS FAMILY: MORGAN
Romeo Ferraris is delighted to announce that Morgan is joining the brands to which the reputed factory based in Opera provides official service. Thanks to the partnership with Borghi Automobili, another prestigious brand is added to those already served by Romeo Ferraris: Abarth, Alfa Romeo and Bentley. This development provides a further growth opportunity and allows Morgan’s Italian customers to benefit from the renowned quality of Romeo Ferraris’ services.
The agreement with Luigi Borghi and his staff represents a significant novelty for the company based at Opera, as it will add the activities of dealership to the current after-sales services. It will be an important milestone and a challenge, and an opportunity to successfully combine the historic heritage of Borghi Automobili and the innovative focus of Romeo Ferraris, a company whose activities also include manufacturing of road cars such as the FatFive and running a racing department.
To that respect, two models have recently granted great visibility to Romeo Ferraris on the motorsport scene: the Alfa Romeo Giulietta TCR, which has been conquering notable victories around the world, and the Alfa Romeo Giulia ETCR, the first Italian all-electric racing car, which is being designed and built at the moment and will be ready at the end of this year.
Borghi Automobili sa is a Milan-based automotive company specialized in importing handcrafted sports cars from prestigious British brands, taking care of homologation and distribution, special equipment, service and restoration, of both classic and contemporary models. Established in 1919 by the Borghi brothers, Luigi and Mario, the company has expanded and specialized in British cars shortly after World War II, continuing that trend in the 60s and 70s under the management of Giovanni, born in 1921. Since the 80s, the helm is in the hands of the third generation of Borghis, composed of Gaetano, Francesca and Luigi. In 2001 Borghi Automobili Milano became the official importer in Italy of Morgan Motor Co (UK), the brand’s only representative company accredited by Italy’s Ministry for Transport.
Morgan Motor Company Ltd was founded in 1909. Its core activity is the handcrafted production of timelessly-designed luxury sports vehicles, built at its historic factory in Malvern, England. Its cars are eponymous of quintessential craftsmanship, design, engineering and elegance – and of British style. Owners of Morgan cars are a passionate and faithful community made of over 5,000 members gathered in 50 clubs throughout the world, and nicknamed “Moggies”. Morgan cars are sold in the United Kingdom, Europe, United States, and other countries with a rooted motoring and racing tradition, such as Australia and Japan.
The most recent model of the British maker is the Plus Six, launched at the Geneva Motor Show in 2019, shortly after it was announced that the brand had been bought by Investindustrial, a company belonging to Andrea Bonomi, in a move that promises further growth opportunities while preserving the fundamentals and tradition of the brand.
Michela Cerruti, Romeo Ferraris Operations Manager
“We are clearly emotional ahead of this new challenge. To welcome a prestigious brand such as Morgan in our portfolio represents a fantastic opportunity of growth and evolution for our company. We have visited the Malvern factory and have been fascinated by the quality and the uniqueness of the various steps of the process that leads to the crafting of such timeless, tailor-made cars. It is a modus operandi that we at Romeo Ferraris, value and share. Cooperating with the Borghi Automobili staff will be key to impregnate ourselves of all the aspects and values of the Morgan philosophy, from technical savoir-faire to familiarizing with a new type of customer, whose satisfaction will be our main priority.”
Luigi Borghi, Borghi Automobili Owner
“I am delighted of the agreement reached with Romeo Ferraris srl: we have found in them everything that we were seeking to ensure a bright future for our company. It is a fantastic growth opportunity, which will allow us to carry many projects and extend the range of services that we offer. It is great news for our customers. To cooperate with Romeo Ferraris will be stimulating and in line with what the market demands. Michela, with all her energy, will play a key role in bringing fresh air to our customer base, and elaborate new approaches, especially in the areas of image and communications. Mario, with his expertise, will raise the level of technical assistance, preparation and set-up of the cars in order to satisfy even the most demanding client requests with regard to performance and personalization. The staff of Borghi Automobili will contribute to Romeo Ferraris its 20 years of experience and 350 Morgan cars delivered and followed, without any discontinuity in service.”
Steve Morris, Morgan Motor Company Chairman & CEO
“As the latest addition to the Morgan dealership network, it gives me great pleasure to welcome Romeo Ferraris into the wider Morgan family. From motorsport through to luxury, Michela, Mario and their team bring a wealth of knowledge and experience from across the automotive industry. We are also pleased that Luigi Borghi, of Borghi Automobili in Milan, will work alongside Romeo Ferraris to continue his 30 year relationship with the Morgan brand. Together, we are confident that the Morgan community in Italy will greatly benefit from our latest announcement.”