The Morris JE van is retro-styled electric masterpiece

The JE is the first model from start-up company Morris Commercial whose plan is “to take a timeless and quintessentially British design classic into a sustainable future”. Aside from the cuddly looks, the message here is that the new JE is a serious light commercial vehicle which, according to Morris Commercial CEO and founder Dr Qu Li, can “deliver practicality and functionality to compete with the best in its segment.” 

While its one-tonne payload and 5.5 cubic metre load space – plus enough floorspace for two standard Euro pallets – back up its claims to being a practical light commercial, it’s inevitably the retro design that draws people in. The company says it is not a copy of the original but a re-imagining.

That clearly shows up in the very chunky A-pillars and shallower windows, with normal rather than sliding cab doors. But in our book it still successfully captures the J van’s appeal with its rounded silhouette, split windscreen and pear-shaped grille. There are full width rear doors and one sliding side door for access to the load space.

It’s a look that’s as familiar today as it was 58 years ago when the last Morris J was made. In period as now, the original J’s styling and spacious cab-forward layout made it a hit as a promotional tool and catering outlet, and with the electric JE, Morris Commercial is anticipating a similar following. The firm says the JE will be an “eye-catching mobile marketing solution for luxury and lifestyle boutique businesses that crave individuality”. Hospitality, sport and leisure, events and green logistics sectors are in their crosshairs.

“Luxury” is a key word here because current indications are it will cost around £60,000. Then again, its body is made of expensive carbon-fibre, the secret of its light weight and hence decent payload. The 2.5-tonne class van is expected to offer a range of around 200 miles from the lithium-ion batteries under the load floor.

Morris Commercial says the modular chassis design makes it adaptable for future derivatives such as a pickup, minibus or camper van. “We will never make a vehicle with an internal combustion engine,” says the company. “All future Morris Commercial products will have a strong emphasis on technology, quality and beautiful craftmanship, creating individuality in a market where dull, generic design is normal.”