Morgan Motor Company, in partnership with Adamas Motor Group — the exclusive distributor of Morgan sports cars in the UAE — announces the opening of the first Morgan showroom in Abu Dhabi. The new facility marks an important milestone for the British coachbuilder in the region, further strengthening its presence in Rest of World markets.
Ideally situated on the Corniche Road, Morgan Abu Dhabi introduces Morgan’s blend of heritage, coachbuilt craftsmanship and analogue driving experience to the capital. Designed as an intimate, appointment-led environment, the space welcomes fans, collectors and enthusiasts, providing access to Morgan’s full model range — Super 3, Plus Four and Supersport — alongside the brand’s bespoke personalisation services. From paint and leather to wood finishes and fine detailing, each Morgan can be tailored precisely to its owner’s requirements, reflecting the shared values of Morgan and Adamas Motor Group: craftsmanship, individuality and customer experience.
The private opening ceremony was attended by Matthew Hole, Managing Director of Morgan Motor Company, underlining the importance of the UAE market to the brand.
Matthew Hole, Managing Director Morgan Motor Company, commented “Abu Dhabi is an important market for Morgan, not just strategically, but philosophically. The UAE has a deep appreciation for craftsmanship, individuality and considered design — values that have defined Morgan for more than a century.
“Opening our first boutique showroom in the capital alongside Adamas Motor Group allows us to share the story of Morgan in an environment that reflects both our heritage and our future, while continuing to enhance the experience we offer to existing and new customers.
I would like to thank the Adamas team for their continued commitment to the brand and for creating a space that reflects the care, detail and human touch that go into every Morgan we build.”
Karl Hamer, CEO Adamas Motor Group, commented “The opening of Abu Dhabi’s first Morgan Motor Company boutique showroom is a proud moment for Adamas Motor Group and a major step forward for the brand in the UAE. Morgan represents the very pinnacle of British craftsmanship, individuality and authenticity, and this elegant, highly personal showroom environment is the perfect setting to further develop the brand in the capital. Each Morgan is a true work of art, meticulously tailored to its owner and sought after by the region’s most discerning buyers for its pure, analogue driving experience and timeless design.”
The Abu Dhabi showroom joins Adamas Motor Group’s flagship Morgan facility in Dubai, further strengthening the brand’s footprint in the UAE. Together, the two locations offer enthusiasts and collectors refined spaces to explore Morgan’s heritage, engineering philosophy and contemporary craftsmanship, supported by a dedicated and knowledgeable sales and service team.
Looking ahead, Morgan’s future in the UAE is supported by strong recent momentum. This includes the success of Morgan Midsummer, the limited-run barchetta created in collaboration with Italian design house Pininfarina. With just 50 examples hand-built globally, demand from UAE customers has been exceptional, resulting in Adamas Motor Group being recognised as the top-performing Midsummer retailer worldwide and positioning the UAE as the leading market for deliveries.
Building on this success, the arrival of Morgan Supersport marks a new chapter for the brand in the region. As Morgan’s flagship model, Supersport combines hand-crafted British design with contemporary engineering to deliver the most refined and usable Morgan to date. With enhanced comfort, modern technology and a carbon-fibre hardtop, it offers genuine year-round usability well suited to the Middle Eastern climate. Supersport has already generated strong interest from both existing owners and new customers, with initial deliveries now underway.
For further information on Morgan in the United Arab Emirates, please visit: https://adamasmotors.com/our-brands/.
