Are Morgan experiencing financial headwinds?

[Jon39]

Unlike Aston Martin, who always struggle with annual financial losses, the Morgan Motor Company have enjoyed a unique niche amongst motor manufacturers.
Seven year model runs seem to be the motor trade norm, but for Morgan, model continuation has worked perfectly.

Sports cars in general no longer sell in the quantity they used to. Aston Martin's peak sales year was 2007, with about 7,200 sports cars sold. Even with an SUV now in their range, the existing sales record has never been surpassed, which indicates the reduction in their sports car sales.

I notice that Morgan's regular profitability has changed during the past few years though .

2023 Revenue £48.3m ...... Pre-tax profit = loss £11.0m
2022 ............... £41.0m ............................. = loss £ 4.2m
2021 ............... £42.6m ............................... £ 2.6m
2020 ............... £30.9m ............................. = loss £486,557 (pandemic)
2019 ............... £950,923 ............................ £ 3.2m
2018 ............... £33.7m ............................... £ 3.2m
2017 ............... £35.6m ............................... £ 1.7m

[ Not sure why the revenue was low in 2019. The pandemic began in 2020 ]

I don't know the recent Morgan vehicle sales trend, but revenue growth looks positive.
With high revenue, presumably car sales numbers are still satisfactory.
If so, I wonder why losses are occuring ?
Are the increasing losses of serious concern ?
Could the longevity of the design appearance, finally be failing to attract enough new buyers ?

Over to Morgan enthusiasts.