Unveiling the all-new, all-electric Morris JE

Having secured the rights to the famous Morris brand name, EV start-up Morris Commercial sought to launch a reimagined, all-electric version of the iconic Morris J-type van. The company approached Torque for assistance with the strategy for the unveiling, media relations before and during the event, and ensuring that the story had maximum reach and impact.


We advised on a three-month strategy for the unveiling, from the initial ‘teaser’ press release to the lifting of the cover itself. 

We drafted and disseminated the teaser news release announcing the return of the JE, helping to build a sense of anticipation among the media. 

We consulted on the strategy and planning of the unveiling event, offering insight into the choice of venue and the structure for the day. We also produced a comprehensive Q&A document to prepare the Morris leadership team for media scrutiny and drafted content for the media kit.

Capitalising on our strong media relationships and extensive database of contacts, we invited journalists from automotive consumer magazines; commercial vehicle, design and technology trade titles; and national newspapers.


The unveiling event received widespread online coverage and social media recognition on the day, as well as the week after. The Times, The Sunday Times, Daily Mail Online, Autocar, Top Gear and Auto Express all ran articles.