Boasting a full electric, lithium-ion battery powertrain, the new Morris JE benefits from a lightweight, modular chassis designed to make it highly adaptable for future derivatives. The combination of advanced lightweight chassis with a complete carbon fibre body is said to make the Morris JE one of the lightest LCVs in the marketplace.
The original Morris J-type was first introduced in 1948 at Earls Court, London. Aside from its practicality and reliability, the J-type was extensively used for promotional and advertising purposes thanks to its distinctive and appealing styling. The J-type was often seen in distinctive colour schemes and company liveries and was often used for major advertising and promotional campaigns. Exported around the world to over 22 countries, the original van has international recognition, and today many are still in use as ice cream vans and for food retailing and are still used in film and advertising campaigns.
Having secured the rights to the Morris Commercial brand name, the UK-based management team of the newly formed Morris had a vision to revive the British brand with a series of all-electric vehicles, leading with the introduction of the new Morris JE. The company says that the JE takes the essence of the original design, and reimagines it as an all-new, sustainable vehicle for the 21st century. The project has now resulted in a fully operational engineering prototype. Headquartered in Worcestershire, the company says the project benefits from an established team of industry experts and consultants from across Europe.
The new vehicle is not a replica of a 70-year-old design, but is intended to take the DNA and values of the original van and bring them up to date in a contemporary design. Having designed the vehicle from the ground up as a full EV, the company says its ethos is set squarely on delivering products that utilise the best available zero emissions technologies with exceptional engineering integrity and beautiful craftsmanship.