Morgan, Adler and an old mystery picture

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The beautiful 1914 Adler Carette in the PWC for sale department and some time ago the editor's choice is a good reason to tell some more about Morgan and Co. from Bond Street and Long Acre in London, who had built the body for this neat little car. And in the meantime this little story will solve an old drawing mystery, dating back to 2005!
Coachbuilders from 1762 with a very good reputation, Morgan and Co. decided in 1905 to build a car of their own. Both chassis and 24 h.p. engine were of in house design, as was of course the body. The new Morgan was presented at the Olympia Show in November of that year and how did it look like? Indeed, exactly like the drawing mystery picture, because that is what it was: the new Morgan. Understandably this new all-British car could be delivered with all sorts of bodies, e.g. like the brougham on the mystery picture. Despite their large clientèle and regular advertising the car was not the success Morgan hoped for. Therefore they decided to make a change and early 1907 they became the UK agents for Adler thus combining their coachbuilding qualities with the well-made, solid German Adler. This Morgan-Adler, as it was sometimes called, was succesful in many trials and enjoyed ever increasing popularity until the war broke out. A fine example is the 10 h.p. 1912 model in the lead photo. During the war the firm assembled aeroplanes and after the war and some financial turmoil they seem to have returned to their roots: coachbuilding. The unique 1914 survivor with its body of almost un-British elegance is what a 1914 advertisement already promised: the perfect miniature motor. Definitely a car to fall in love with ...

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