British classic car lovers in America are facing sticker shock after former U.S. President Donald Trump reintroduced tariffs on foreign-made vehicles and auto parts—just as the iconic Morgan Plus Four made its long-awaited return to the U.S. market.
Michael Hattem, a 73-year-old enthusiast in Los Angeles who bought his first Morgan in 1973, was eager to purchase the newest model of the hand-built British roadster. But now, he’s hesitating. With a starting price of $84,995, the Morgan Plus Four could soon cost over 10% more—exceeding $125,000 after personalization and taxes—if the tariffs remain in place.
“I just have to save a few more pennies,” joked Hattem, who also leads the Morgan Plus Four Club in Southern California. “But I’m also waiting to see if the tariffs are reversed.” 
The Morgan Motor Company, based in Malvern, England, had spent years clearing U.S. safety and emissions regulations to bring its four-wheeled models back to America. Previously, only its three-wheelers—classified as motorcycles—were allowed. With approval finally granted last November, Morgan began shipping cars this March.
Then, just as the vehicles arrived, Trump announced a 25% tariff on foreign vehicle imports, catching the boutique automaker off guard. Morgan’s managing director, Matthew Hole, said the company is absorbing part of the cost but will pass some of it to consumers.
Despite the price hike, U.S. demand remains strong. Morgan has already received 200 orders, accounting for a third of its annual revenue. Under American rules, the company is allowed to sell only 325 cars per year in the U.S. due to its low-volume manufacturer status.
“Our customers have been emotionally invested in Morgan for years,” Hole explained, noting many are still committed to their purchases despite the higher cost. “If you’ve waited 20 years for this car, you’re not going to walk away now.”
Morgan has shifted some production originally intended for other markets to meet American demand and reduce logistics costs. Still, the company’s craftsmanship-based, low-volume model limits flexibility. Producing just 13 cars per week, each Morgan features hand-beaten aluminum panels and wooden frames made from ash, shaped by artisans using traditional tools—some passed down for generations.
Former Ford Europe chairman Steven Armstrong, now Morgan’s executive chair, said the U.S. will remain a key market despite the tariff setback. “The tariffs will slow our growth a little,” Armstrong admitted, “but we’re still on the rise.”
Not all fans are as optimistic. Larry Dalphy of the Morgan Plus Four Club said the new price crosses a psychological barrier for some buyers. Annabelle Tescione, who heads the western New York Morgan owners’ group, added, “After such a long wait, this news puts a frown on many faces.”
Still, for devoted collectors like Hattem—who already owns seven Morgans—nothing will stop the purchase if tariffs stick.
“I don’t buy jewelry or shoes,” he said. “This is my one pleasure.”
