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May 27, 2018 1:08 pm
May 27, 2018 1:08 pm
Subject: Re: Club Membership Card
DavidLG45's response demonstrates most eloquently (and I say this with respect, of course) what is 'wrong' with the attitude of a significant cohort of the current membership. I will respond following the order in which David has made his various observations:
1. I think that David Bracey and I have already explained the purpose(s) of the plastic cards. In brief recap, they are (in no particular order of importance) - (i) to help present a modern and professional 'face' to the world; (ii ) to foster a sense of 'belonging' among (in particular) the new, the young/younger, and the overseas membership; (iii) to act as a conduit so that members may take advantage of offers secured on their behalf by the committee; and (iv) to act as an 'entry ticket' to future events designed to attract the attendance of non-members.
2. It seems to me that good comparable clubs are not Jag/MG but rather 'sister' organisations concerned with luxury British marques, including: AMOC (5.9k); BDC (3.7k); RROC (6.2k); AOC (1.2k); and BOC (850).
3. We should be concerned with attracting not only current long-term / committed owners of Lagondas but also (a) those who are in the process of acquiring their first Lagonda, and (b) enthusiasts who would like to own a Lagonda. However, it is isn't just about acquiring new members - membership retention is an important concern.
4. The key issue/benefit currently in joining the LC is indeed the spares service. Wonderful though the service is without doubt, it is a matter of deep regret (to me, at least) that little (if any) attempt is made to make the Club attractive in other respects. NB None of the other sister clubs that I mention attempt to be a spares factory and yet they achieve much that we do not (a better member:car ratio, better social, concours and racing events etc. etc.). In the case of the AMOC, they currently have a war-chest of in excess of £1mil (which means that it can wield considerable financial clout when necessary) and they founded and partly fund AMHT, which has it's own publications, museum and archives, and provides offices to house its own archivist as well as the AMOC's offices and staff (including a full-time club secretary).
5. There are very many younger people who can well afford a Lagonda (or two, or three, or..), I can assure you, and oodles in their 40s and 50s.
6. I'm sorry to say that the demographic of attendees at the AGM demonstrates just how vulnerable the LC is currently in terms of achieving oblivion within the next decade or two.
7. The AMOC attracts more post-war Lagonda owners and enthusiasts than the LC - and, that's without even trying very hard. If they put in the effort required, we'd be wiped out in terms of the post-war cars. God help us if they were to aim their fire at the 'new' pre-war ownership.
8. The vast majority of AMOC membership own pre-Gaydon vehicles - some are Bloxham fans but most are from the Feltham and Newport Pagnell car eras. Total AML production up to the end of NP production was circa 14,000 cars i.e. entirely comparable to total Lagonda production of circa 12,600. Same 'ballpark', I think you'll find David.
DavidLG45's response demonstrates most eloquently (and I say this with respect, of course) what is 'wrong' with the attitude of a significant cohort of the current membership. I will respond following the order in which David has made his various observations:
1. I think that David Bracey and I have already explained the purpose(s) of the plastic cards. In brief recap, they are (in no particular order of importance) - (i) to help present a modern and professional 'face' to the world; (ii ) to foster a sense of 'belonging' among (in particular) the new, the young/younger, and the overseas membership; (iii) to act as a conduit so that members may take advantage of offers secured on their behalf by the committee; and (iv) to act as an 'entry ticket' to future events designed to attract the attendance of non-members.
2. It seems to me that good comparable clubs are not Jag/MG but rather 'sister' organisations concerned with luxury British marques, including: AMOC (5.9k); BDC (3.7k); RROC (6.2k); AOC (1.2k); and BOC (850).
3. We should be concerned with attracting not only current long-term / committed owners of Lagondas but also (a) those who are in the process of acquiring their first Lagonda, and (b) enthusiasts who would like to own a Lagonda. However, it is isn't just about acquiring new members - membership retention is an important concern.
4. The key issue/benefit currently in joining the LC is indeed the spares service. Wonderful though the service is without doubt, it is a matter of deep regret (to me, at least) that little (if any) attempt is made to make the Club attractive in other respects. NB None of the other sister clubs that I mention attempt to be a spares factory and yet they achieve much that we do not (a better member:car ratio, better social, concours and racing events etc. etc.). In the case of the AMOC, they currently have a war-chest of in excess of £1mil (which means that it can wield considerable financial clout when necessary) and they founded and partly fund AMHT, which has it's own publications, museum and archives, and provides offices to house its own archivist as well as the AMOC's offices and staff (including a full-time club secretary).
5. There are very many younger people who can well afford a Lagonda (or two, or three, or..), I can assure you, and oodles in their 40s and 50s.
6. I'm sorry to say that the demographic of attendees at the AGM demonstrates just how vulnerable the LC is currently in terms of achieving oblivion within the next decade or two.
7. The AMOC attracts more post-war Lagonda owners and enthusiasts than the LC - and, that's without even trying very hard. If they put in the effort required, we'd be wiped out in terms of the post-war cars. God help us if they were to aim their fire at the 'new' pre-war ownership.
8. The vast majority of AMOC membership own pre-Gaydon vehicles - some are Bloxham fans but most are from the Feltham and Newport Pagnell car eras. Total AML production up to the end of NP production was circa 14,000 cars i.e. entirely comparable to total Lagonda production of circa 12,600. Same 'ballpark', I think you'll find David.