Dawn Treader Performance works on many customer cars, such as this blue 1970-model Can-Am Lola Chevrolet driven by Chuck Parsons. (Photo by John Kevans/Courtesy of Dawn Trader Performance) » More Photos

Despite seeing a priceless museum piece smashed, Morgan took it with low-key cool.

“It might sound ungrateful but you can't get too upset about these things,” he said. “These cars were designed as fire-breathing monsters, not as museum pieces. So we run them. If you run really quick cars, eventually you will have an accident. As long as no one is hurt and the car isn't written-off, then it could have been worse. We are still friends and it's not a mistake he'll make next time!”

What about the future of the company in the midst of worldwide recession?

“We are actually looking at more cars rather than less,” said Morgan. “I think the stock market has given people a real fright and for anyone with shares in companies in Iceland, which were quite lucrative, they have walked away with nothing. Investing in the right cars is not a bad idea - at the very least you have something physical and unique that you can touch and drive. For the most part you can't say that about shares or even real estate. It's like great art that holds its value; people simply stop selling until the market picks up. Cars, like paintings, need some degree of maintenance to hold their value, and that's where we come in.”

Check out the Dawn Treader Performance website at http://www.dtperformanceltd.co.uk for many photos of their handiwork. You can also see several photos at the fingerprint blog.

The opinions reflected herein are solely those of the above commentator and are not necessarily those of SPEEDtv.com, FOX, NewsCorp, or Speed Channel

Jade Gurss is the owner of fingerprint,

inc., a sports publicity company. He has written two New York Times Best Sellers, including what is believed to be the biggest-selling motorsports book in American publishing history (Driver #8 with Dale Earnhardt Jr.). His two decades of publicity and marketing experience involves nearly every category of motorsports, including nine innovative seasons as NASCAR publicist for the Budweiser brand and Earnhardt Jr. His blog can be seen at: http://fingerprint.typepad.com


Don't Miss the SPEED Holiday Marathons!

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DECEMBER
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