The Worcestershire-based Morgan Motor Company has said it will be taking on extra staff as its new model goes on show.
The Malvern Link-based company normally makes classic cars but is launching its new Eva GT, a four-seater coupe, in California, on Sunday.
Chief executive Charles Morgan said he envisaged taking on up to 40 staff.
The company produces 850 cars a year. The new model will be on sale in two years' time.
"Morgan's strategy throughout the recession was not to overexpose and to concentrate on the markets that are going well," Mr Morgan said.
He said producing a car which differed to its classic cars was a brave new move.
The firm currently employs 160 staff and most of Morgan's cars are produced on site.