Mortons Funeral Director Surges with Innovative Hearse Fleet, Redefining Traditional Services

Mortons Funeral Directors, a fixture in Birmingham for over a century, is redefining traditional funeral services with its fleet of alternative hearses, including Land Rovers and Minis. This modern approach is gaining traction, as Managing Director Sarah Case explains, by offering vehicles that reflect the personality and hobbies of the deceased, thus allowing for more personalized funerals.

Founded in 1898 by the Morton family, Mortons has maintained a storied presence in the city, employing 26 staff across its Northfield headquarters and its locations in Rubery and Cotteridge. The business transitioned from family ownership a decade ago when Sarah's father, Derek, bought out Miles Morton, ending the family's 117-year involvement. Sarah, originally trained in law and criminology, pivoted her career path to funeral directing after a revelatory moment in Thailand, returning to study funeral services and ultimately leading the company.

In 2022, Mortons expanded its reach by acquiring two companies in Nuneaton that specialized in alternative hearses, starting with a modest fleet of six cars. The current fleet includes 32 vehicles, featuring local nods such as the Morris Minor 'Trudy,' a Classic Mini called 'Bert,' and an Austin 6 CWT named 'Trevor,' alongside VW camper vans, Land Rovers, and a London cab. Some vehicles have enhanced features, such as a Land Rover equipped with a stereo inside the wheel arch, allowing clients to play personal music selections like Meat Loaf's "Bat Out of Hell" as part of their service.

The procurement and outfitting of these alternative hearses are a significant investment, with conversion costs reaching tens of thousands, involving modifications like passenger seat removals to accommodate coffins. Despite this unique offering, the firm's core business remains traditional funeral services, contributing to approximately 80% of its revenue, with hearse hire making up the remaining 20%.

Mortons serves not only the West Midlands but extends its reach across the UK, transporting hearses by truck to ensure they arrive in impeccable condition for services in distant locations, including Scotland and the Isle of Wight. The company also provides following limousines, featuring Volkswagen, Land Rover, and Rolls-Royce models, ensuring a cohesive and dignified funeral cortege.

The firm's commitment to embracing technology and evolving funeral practices demonstrates its dedication to meeting diverse client needs, while they maintain strong connections with funeral plan provider Golden Charter. Sarah continues to explore avenues to further streamline operations and service delivery, listening to both client feedback and industry trends.

Mortons Funeral Directors, with Sarah Case at the helm, exemplifies how tradition and innovation can coalesce to provide meaningful funeral services that honor personal legacies through thoughtful vehicle choices.