Morris Commercial, a new UK-based start-up, has unveiled a reimagined version of the iconic Morris J-type van, originally manufactured from 1949-1961. Called the Morris JE, the new version is a retro-styled light commercial with an all-electric drivetrain, and is set for a 2021 launch.

The JE made its debut appearance at The Design Museum in London. It’s the first model released by the resurrected firm, which has bought the naming rights to Morris Commercial, and is set to be built in the UK at an as-yet undisclosed location. Despite appearances, it will be all-new from the ground up and will cost from around £60,000.

Like the original J-type, the JE features wing-mounted headlamps, minimal front overhang, a distinctive pear-shaped grille, a split front windscreen and a swooping roofline. However, the construction is anything but retro – its body is made from lightweight carbon-fibre, while the modular chassis has been devised to make it highly adaptable for future derivatives, such as a pickup, minibus or camper van. The claimed result is an outstanding power-to-weight efficiency that fully maximises the range of the vehicle, expected to be 200 miles.

Inside, leather trim and a centre-mounted infotainment system feature, but both the interior and exterior of the vehicle will be highly customisable. Access to the wood-lined load space is provided via full width rear doors and a sliding side door on the nearside of the vehicle.

Dr Qu Li, CEO and Founder of Morris Commercial, said: “It is a delight to unveil the new Morris JE to the world. From the outset, our vision was to bring a new concept to the LCV market, not just in terms of the battery electric powertrain, but also to introduce a timeless design that takes the aesthetics and appeal of such a vehicle to a whole new level.”

The firm is targeting a sales volume of 1000 units in the van’s first year of production, with production expanding to around 1500 vehicles during its second year on sale. But are you a fan? Email us at with your thoughts.