In addition to contriving and incubating products that offer immense tangible value to customers, manufacturers are expected to practice philanthropy by contributing to the society in a multitude of ways. Adamas Motors, which recently delivered its maiden Lotus Eletre hyper-SUV in Dubai, concluded Best of British Charity Auction.
The Morgan Plus Four
The auction had been organized to be concomitant to orphans and fulfill their needs, while contemporaneously celebrating the launch of Morgan brand’s pioneering model in the UAE, the Plus Four.
Remaining true to the British brand’s legacy, the Plus Four flanks signature Morgan design elements such as classic contours that begin from the fender and extend to the rear fender, rotund headlamps, wheel caps with multiple spokes, round mirrors neatly stacked onto the doors and a drooping rear section where a disc-shaped boot area is unequivocally displayed. Beneath this, dual exhaust pipes with chrome tips are present to elevate its performance pretensions.
The same classical story is extruded inside too with retro elements such as steel highlights for the central gauges, veneer finish for the centre console and a roof cover that transforms it into a coupe. The only neoteric aspect of this relic is the 3-spoke steering wheel. However, it is sans any buttons or haptic knobs. The boundary around the gearstick and hand-brake lever appears to be neatly executed in iconic British fashion. Lastly, the leather swathing the seats appears to be of a sterling quality.
The Morgan Plus Four comes powered by a BMW-sourced 2.0-litre twin-turbo gasoline engine that churns out 255 bhp and 350 Nm of torque. This engine comes mated to an 8-speed automatic transmission, which is designed similarly to BMW’s erstwhile gear stick. For a perfectly tailored experience, this powertrain combination is complemented with comfort, sport, sport + and manual modes.
The Auction
At the auction, five customized prints emulating Morgan’s lineage were up for bidding. They collectively fetched AED 126,500 which was donated to Emirates Red Crescent. The ceremony was witnessed by representatives of Emirates Red Crescent and Edward Hobart, His Majesty’s Ambassador to the United Arab Emirates. The leadership fraternity of Adamas Motor Group was also present at the scene. The company’s exquisite Dubai dealership was chosen as the venue to conduct the auction.
Dialogue
“We are thrilled and humbled with the outcome of this auction, as well as the overwhelming support received from our owners and partners here in the UAE. In addition to celebrating the rich manufacturing heritage of British motoring, exemplified by Morgan, this small gesture underscores our long-standing commitment to making a positive impact on our community,” Karl Hamer, CEO, Adamas Motor Group.
“The Best of British Charity Auction has been a wonderful showcase of the enduring spirit of British generosity and the exquisite craftsmanship that defines many successful British businesses. I am delighted to see Adamas Motor Group supporting such a noble cause and commend their efforts in celebrating British motoring heritage while aiding those most in need,” Edward Hobart, His Majesty’s Ambassador to United Arab Emirates.
Besides Morgan, Adamas Motors is the official distributor for a slew of brands such as Aston Martin in Bahrain, INEOS GRENADIER, Lotus, McLaren in Hong Kong and Pininfarina. Each of these brands cater to a particular segment of customers, so as to achieve versatility and satiate the multifarious and fastidious preferences of customers.
