Morgan Motor Company Joins IFS AI Ambassador Program to Drive Industrial-AI Innovation

London, UK, December 22, 2025 – IFS, the leading provider of Industrial AI software, announced a five-year extension of its partnership with Morgan Motor Company, the world’s pre-eminent coachbuilder of lightweight British sports cars. The renewed partnership enables both companies to jointly innovate, ensuring they remain at the forefront of their respective fields. Morgan benefits from IFS’s deep technological and industry expertise, and the partnership ensures that IFS stays ahead of industry shifts, with Morgan’s real-world experience directly shaping and influencing the IFS automotive and manufacturing roadmap.

For more than a decade, Morgan has consistently been an early adopter of new IFS Cloud capabilities, using the platform to connect and optimize core operations across finance, procurement, supply chain, production, sales and delivery. Updating to the latest version of IFS Cloud platform, underpinned by IFS.ai, marks the next stage of this evolution. The new Industrial AI capabilities will enhance supply chain resilience, improve procurement efficiency and strengthen essential business functions amid persistent global labor and supply challenges, further increasing the resilience of the business.

The investment in Industrial AI also aligns closely with Morgan’s growth ambitions, including expansion into new markets and increased production capacity. As the company scales to meet rising demand, particularly in the US, Industrial AI will play a central role in improving operational performance while preserving the unique blend of craftsmanship and technology that defines every Morgan vehicle.

Stephanie Poore, Managing Director UK&I and Benelux at IFS, said: “Morgan Motor Company has been at the forefront of adopting new capabilities in IFS Cloud for many years. Leveraging IFS’s Industrial AI capabilities will allow Morgan to honor its heritage and craftsmanship while maintaining the agility required in today’s industrial landscape. With growing momentum in the US market and new model introductions in 2024, this is the perfect moment to co-develop AI use cases that can scale across the automotive sector.”

Daniel Godwin, IFS Lead at Morgan Motor Company, said: “We are pleased to be extending our partnership with IFS as we introduce Industrial AI across the business. This next phase will support the industry-leading coachbuilding, lightweight engineering and timeless design for which Morgan is known, helping us work more efficiently without compromising the character that defines every Morgan sports car.

IFS’s deep industry expertise has supported Morgan’s evolution over the past decade, and we look forward to building on that success together as we continue to create distinctive sports cars for customers around the world.”

As an IFS AI Ambassador, Morgan will directly influence the future of Industrial AI within the automotive sector. The program enables the co-development of new AI solutions that benefit both Morgan and the wider industry. Together, the teams will create innovations that address sector-wide challenges, including rising costs, supply chain security and skills shortages, strengthening both Morgan Motor Company and the broader automotive ecosystem.

About IFS

IFS is the world’s leading provider of Industrial AI for hardcore businesses that service, power and protect our planet. Our technology enables businesses which manufacture goods, maintain complex assets, and manage service-focused operations to unlock the transformative power of Industrial AI™ to enhance productivity, efficiency, and sustainability.

IFS’s AI-powered platform is fully composable, designed for ultimate flexibility and adaptability to a customer’s specific requirements and business evolution. IFS technology leverages AI, machine learning, real-time data and analytics to empower our customers to make informed strategic decisions and excel at their Moment of Service™.

IFS was founded in 1983 by five university friends who pitched a tent outside our first customer's site to ensure they would be available 24/7 and the needs of the customer would come first. Since then, IFS has grown into a global leader with over 7,000 employees in 80 countries. Driven by those foundational values of agility, customer-centricity, and trust, IFS is recognized worldwide for delivering value and supporting strategic transformations. We are the most recommended supplier in our sector. Visit ifs.com to learn why.

IFS Press Contacts:

EUROPE / MEA / APJ: Adam Gillbe
IFS, Director of Corporate & Executive Communications
Email: adam.gillbe@ifs.com

NORTH AMERICA / LATAM: Mairi Morgan
IFS, Director of Corporate & Executive Communications
Email: mairi.morgan@ifs.com