Selfridge & Co Morgan

Selfridge & Co Morgan EV3 UK 1909 Edition

Last week, the department store announced a collaboration with another tweedy British icon, the Morgan Motor Company, one that will bring the first examples of the Morgan EV3 roadster — unveiled in June 2015 at the Goodwood Festival of Speed — to British roads.

The EV3, if you hadn’t guessed, is the electric version of Morgan’s cheeky 3 Wheeler roadster, which in its standard form is powered by a petrol-swilling V-twin engine from US-based motor-maker S&S. The EV3, claims Morgan, boasts a top speed of 90mph or a cruising range of 120-ish miles on a charge (pick one; you can’t have both). Selfridges will offer a scant 19 examples of the UK 1909 Edition, available for order at its stores and online.

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The US-based department store Neiman Marcus knows this play quite well. The company has included special-edition cars in its annual Christmas Book on and off since 1968, when it offered ‘His’ and ‘Hers’ Jaguars — for him, a $5,559 E-Type coupé (nice), and for her, a $5,975 coat made of actual Jaguar (naughty). In the years since — particularly since 1995, when the catalogue featured a Brosnan Blue BMW Z3 roadster — buyer competition for the Neiman cars has escalated dramatically. One hundred examples of the Z3 sold out in six hours; in 2004, the Christmas Book’s Cadillac XLR roadster disappeared in only 14 minutes; and in 2010, catalogue shoppers scooped up 100 examples of the Neiman Marcus Chevrolet Camaro convertible in a fairly stunning 90 seconds.

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