If a rich investor walked into Morgan cars and liked their cars so decided to buy the company, but then discarded their quirky models completely and chose instead to build a Morgan badged VW Golf alternative, while saying their previous models were a bit crap, it would seem strange indeed. I am sure those "Golfs" would appeal to a larger cross section of the population, who would then still go and buy an actual Golf. It just seems a very odd course of action.

As one of the articles posted pointed out, if it was a dead brand, such as MG, to continue the car analogy, then fair play. But Bremont, while apparently making some poor financial decisions and stagnating, still had a very strong loyal base. Keep them happy AND introduce the more mass appeal models, but to do a complete rebrand downmarket just seems mad.