Morgans family run business were unchallenged in the 3-wheeler market between 1910 and 1950 and powered by a variety of mainly two-cylinder V-twin proprietary engines. The current era of 4-wheeled Morgan sports cars began in 1935 with the 4/4, using various forms of proprietary 4-cylinder power unit. By 1968 Morgan introduced the 3.5-litre V8 Rover engined +8, originally using a Moss gearbox, and then Rovers own gearbox, alongside the +4 model which continues in production today.

Over the years a number of attempts have been made to break away from the traditional Morgan body style, but none have really caught on, the design department being obliged to closely hold onto the companys roots and styling with the Aero model.