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Morgan Motor Company and Adamas Motor Group Partnership Strengthens Morgan Offering in GCC


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

Only recently has Morgan Motor Company 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 a 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 – featuring Morgan prominently alongside globally revered premium automotive and fashion brands – the strengthened partnership will help extend the Morgan experience to a broader audience in other countries. The visit provided Morgan with a platform 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 thank the Adamas Motors team for their warm welcome and steadfast commitment to Morgan. I am confident that the groundwork for Morgan’s regional success has been firmly established, and I look forward to further enhancing our collaboration on a wider GCC level. Meeting with some of the first Morgan customers in the region was a real honour. 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 

“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, I believe this partnership carries a deep and personal significance. 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 the United Arab Emirates are encouraged to contact Adamas Motors to discover more about Morgan. In due course, Morgan and Adamas Motors will make further announcements on Morgan’s availability beyond these countries.

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