Peter Morgan took over the running of the firm in 1959

Peter Morgan was involved in every aspect of the origin and development of the legendary Morgan marque from 1950 onwards.

Tributes have poured into the Malvern Link company's website from owners and enthusiasts across the world after his death on Monday.

Mr Morgan, known as PM, worked side by side with his father HFS Morgan, the founder of the firm, from childhood.

He took over the running of the family business when his father died in 1959.

A spokesman for Morgan said: "He ran the company with legendary kindness and charm until he turned over operational responsibility to his son Charles in 1999.

He will be sadly missed by all who had the pleasure of knowing him Morgan spokesman

"Often acknowledged as a perfect English gentleman, Peter Morgan was full of unbridled enthusiasm for life and for the cars his family builds.

"He will be sadly missed by all who had the pleasure of knowing him, and by many thousands of motoring enthusiasts whose lives have been enhanced by Morgan sports cars."

Mr Morgan continued to chair the board and visited the factory on a daily basis up until a few days before his death.

The spokesman said a new chairman had not yet been appointed.