The iconic British automaker Morgan Motor Company has officially opened its first showroom in a U.S. shopping center, launching Morgan Fort Lauderdale inside the prestigious Aventura Mall in partnership with automotive retail group TxtCharlie.
This bold move marks an evolution of Morgan’s traditional distribution strategy, which has historically relied on boutique dealerships. The new location signals a reimagined approach, establishing a fresh retail pathway that brings Morgan’s coachbuilt craftsmanship and storied legacy directly to consumers at Aventura Mall — recently voted the number one mall in the U.S. and recognized as one of the busiest and most luxurious shopping destinations in the country.
For the first time, South Florida residents and international visitors can experience the Morgan Plus Four and Super 3 in person right at Aventura Mall. Following years of anticipation, Morgan enthusiasts can now explore the brand’s unmistakable design, BMW-powered performance, and handmade excellence firsthand.
Charlie Maroun, Founder, TxtCharlie, commented “This opening represents more than just a retail milestone - it’s a reflection of what happens when tradition embraces innovation. We are incredibly honored that the Morgan Motor Company has entrusted us with this project, and we look forward to bringing their legacy to new audiences in a bold, forward-thinking way. This is just the beginning-we’re excited about the possibility of introducing Morgan to even more markets through future mall-based locations.”
The showroom, operating under the name TxtCharlie, is located on the second floor by Louis Vuitton, across Yves Saint Laurent.
About Morgan Motor Company
Morgan Motor Company has been handcrafting sports cars since 1909 and is one of the world's pre-eminent coachbuilders. Pioneering its unique blend of traditional craftsmanship and modern technology, every Morgan is handmade to order.
The historic home of Morgan is at Pickersleigh Road in Malvern Link, Worcestershire. This is the only place in the world where Morgan cars are built. Steeped in history, the hallowed red brick buildings are home to one of the most unique automotive production facilities in the world.
Morgan sports cars are hand crafted using three core elements: ash, aluminium, and leather. Every car is entirely unique, built to the highest standards by passionate craftsmen and women, whose skills are handed down through generations and perfected over a lifetime, bringing together heritage, innovation, and cutting-edge technology.
Morgan's model line-up comprises Super 3 and Plus Four. Characterised by its analogue driving experience, whichever model you choose, every journey in a Morgan is an adventure.
