- Private opening ceremony attended senior leadership from Morgan Motor Company and Adamas Motor Group
- Situated on the prestigious Corniche Road which strengthens Morgan’s presence in the UAE
- New showroom offers the full Morgan model range and bespoke personalisation services
Adamas Motor Group, the exclusive distributor of Morgan Motor Company in the UAE, is proud to announce the opening of the first Morgan showroom in Abu Dhabi, marking a significant milestone for the iconic British marque in the region. Ideally located on the renowned Corniche Road, the new facility introduces Morgan’s unmistakable blend of heritage, coachbuilt craftsmanship and analogue performance to the prestigious capital of the UAE.
Designed as an intimate, appointment-led environment, the boutique showroom is set to welcome fans, collectors and enthusiasts alike. The facility offers unparalleled access to Morgan’s full range of bespoke personalisation services, allowing each vehicle to be tailored precisely to the individual requirements of its owner. From paint and leather to wood finishes and intricate detailing, the showroom reflects the shared values of Morgan and Adamas Motor Group, with a clear focus on bespoke craftsmanship, individuality and customer experience.
The private opening ceremony was honoured by the attendance Matthew Hole, Managing Director of Morgan Motor Company, who travelled especially from England, underlining the strategic importance of the UAE market to the brand.
“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.
Karl Hamer, CEO, Adamas Motor Group
“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.”
Matthew Hole, Managing Director, Morgan Motor Company
The new showroom further strengthens Morgan’s growing footprint in the UAE, offering enthusiasts and collectors a refined space to explore the brand’s heritage, engineering philosophy and modern craftsmanship, supported by a dedicated and highly trained sales and service team.
Looking ahead, the future of Morgan in the UAE looks exceptionally promising. The positive momentum is underpinned by the remarkable success of the Morgan Midsummer, the limited-run barchetta created in collaboration with the legendary Italian design house Pininfarina. With just 50 examples hand-built globally, demand from UAE collectors 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 the Morgan Supersport marks a bold new chapter for the brand in the region. As Morgan’s new flagship, Supersport blends hand-crafted British design with contemporary engineering to deliver the most refined, usable and dynamically engaging Morgan to date. Featuring enhanced comfort, modern technology and a carbon-fibre hardtop, it offers true year-round drivability ideally suited to the Middle Eastern climate. Priced from AED 499,000, Supersport has already generated strong interest from both existing owners and new customers, with initial deliveries now underway.
For further information on Morgan and its hand-crafted range of sports cars in the United Arab Emirates, please visit: https://adamasmotors.com/our-brands/.
