MORGAN MOTOR COMPANY LTD KTP CONTINUES TO SUPPORT ...

1280MORGAN MOTOR COMPANY LTDKTP CONTINUES TO SUPPORT THEDRIVE FOR DESIGN CHANGESKTP BENEFITSKnowledge TransferPartnerships are designed tobenefit everyone involvedBusinesses will acquire newknowledge and expertiseKTP Associates will gainbusiness-based experienceand personal and professionaldevelopment opportunitiesUniversities, colleges orresearch organisations willbring their experience toenhance the businessrelevance of their researchand teachingKnowledge Transfer PartnershipsAccelerating business innovation;a Technology Strategy Board programmehttp://www.ktponline.org.ukABOUT THIS CASE STUDYMorgan Motor Company Ltd manufactures sports cars for a global market. Building on thesuccess of earlier collaborations, this Knowledge Transfer Partnership (KTP) with BirminghamCity University was initiated to improve an in-house capability for concept design, visualisationand refinement to enable the rapid development of new vehicle designs.ABOUT THE SPONSORThe Technology Strategy Board is a business-led organisation established by the Government.Its mission is to accelerate research into, and development and exploitation of, technology andinnovation for the benefit of UK business – building economic growth and quality of life.FAST FACTSMore efficient and higher quality designprocess in place, increasing the rate andeffectiveness of new vehicle introductionsEnhanced design and styling attracting newcustomers, generating £4.2 million of salesto-dateExcellent opportunity for real developmentand expansionPrestigious award for the knowledgetransfer work, generating positive publicityfor Morgan and Birmingham City UniversityOpportunity for the Academic Partner to applyskills and experience in creativity and styling,and to develop aerodynamics skills baseThe Associate developed personally andprofessionally, and accepted a position withthe CompanyThe Company“I was extremely excited by the prospect of this third KTP to helpenhance Morgan’s capabilities in concept design. The stunning LIFECaris a living example of what can be achieved through such collaboration.”Charles Morgan, Morgan Motor Company LtdMorgan Motor Company Ltd is alegendary car manufacturer, now 100years old and still in the hands of thesame family. The Company specialises inthe design, manufacture and distributionof exclusive sports cars into the highvalueperformance market sectors.ABOUT THE PROJECTTo compete in today’s challengingeconomic climate it was vital that Morganhad an efficient and innovative operation.This third KTP with Birmingham CityUniversity was set up to enhance an inhousecapability for concept design. Thepartnership was lucky enough to recruitan Associate who had already worked atMorgan on a student placement,proving his credentials byAs KTP Associate, MatthewHumphries has realised hisdream of seeing his conceptdesign through to production.

designing a concept car, the AeroMax,which was well received at the 2005Geneva Motor Show.BENEFITSThis highly-effective KTP project hasprovided Morgan with a proactive,controlled design process, facilitatingthe creation of innovative concept andproduction vehicles to stimulate themarket and attract new customers tothe brand.The new design process has helped toensure that design details are costeffectiveand fully appropriate for theMorgan production processes. Itsefficiency was proven in taking theAeroMax from concept prototype tolow volume production, delivering avehicle that offers a major leap forwardfor the Company in terms of qualityand design detail. All 100 of the carswere pre-sold, with the depositsmaximising profitability for theCompany and financing thedevelopment work in advance.Being able to render ideas morequickly has enabled key decisions tobe made before committing toexpensive model-making, whilstimproved build accuracy has reducedrework and vehicle revisions,minimising costs. Morgan’s enhanceddesign capabilities have also impactedon its existing vehicles, increasing theircustomer appeal and boosting sales,with over £4.2 million turnoverattributed to the KTP work.RESULTSMore efficient and higher qualitydesign process in placeNew customers attracted to theMorgan brand at a more exclusivepriceMarked change in attitude, workpractices and culture, with theneed for good design now wellunderstoodEnhanced design capabilities fedinto Company communications,improving customer imageCompany participation inGovernment LIFECar project,generating further positive publicityand future design ideasLord Stafford Achievement inInnovation Award 2007 for theKTP workThe AssociateThe Academic Partner“The KTP provided a fantastic opportunity torealise a dream of designing a car and seeing itthrough to production. It is hugely satisfyingknowing my input has enabled Morgan to moveinto the high-end marketplace.”Matthew Humphries, KTP AssociateMatthew Humphries’ successful undergraduateplacement and company knowledge made him theideal candidate for Associate on this KTP. Hiscreativity, energy and personality made a uniquecontribution to the partnership, which, in turn,contributed to the project’s success.BENEFITSMatthew has personally developed well beyond whatwas expected of him during the KTP. The scope ofthe work has enabled him to develop creatively, andhe has gained a greater understanding of brandingand marketing. Working with Morgan has alsoprovided the opportunity for Matthew to build on hisknowledge and experience of productionengineering, and he has learnt to adapt his ideaswhen required to deliver an effective product. He hasalso applied and enhanced his management skills,working to build relationships with people at all levelsof the business, instilling acceptance of his role andthe importance of design.RESULTSOpportunity to apply and develop creativityManagement skills enhancedOffered and accepted a position with theCompany as Automotive Designer“Birmingham City University isextremely proud of its long-standingpartnership with Morgan MotorCompany. This latest KTP hasestablished many mutually-beneficialoutcomes and we look forward toembarking on a fourth programmevery shortly.”Dr Mike Daniels, Lead Academic,Birmingham City UniversityAcademics at Birmingham City University’s Faculty of Technology,Innovation and Development provided the expertise and experienceneeded to deliver this KTP. The work was led by Dr Mike Danielsand David Arbuckle.BENEFITSWorking with a successful and well-established traditionalautomotive company has proved very interesting and instructive forthe University’s staff, providing them with the opportunity to applytheir skills and experience in creativity and styling. Staff have alsoacquired useful experience of low volume batch-type productionand current engineering practices, providing updated, industryrelevantteaching material and topics for projects. Knowledgegained will feed into courses and enhance the students’experience. For example, the development of a modelling capabilityfor styling at the University will support the teaching of existingautomotive courses and a planned new course in motorsports.RESULTSEnhanced industry relevance of teaching and researchAerodynamic skills base developedPositive publicity resulting from project award and theAssociate’s designsStrong and lasting relationship with Morgan