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The Morgan Experience Centre – which includes the Morgan museum, cafe, shop, factory tours and experience drives – opens in September 2020

The Morgan Experience Centre has undergone extensive development over 2019-2020.?This exciting project revolutionises our visitor experiences thanks to a stunning redesign of the building and brand new visitor facilities.

Visitors can now experience on-site dining in the Canteen and browse the latest range of Morgan vehicles in our world-class retail showroom.? From October 2020, our fresh and immersive museum, the Archive Room, will join the other on-site attractions.

Please visit the following link to view the latest updates relating to COVID-19 and how this may affect your visit:?Morgan COVID-19 Information


Guided factory tour

Following the latest UK Government guidelines relating to COVID-19, we are excited to welcome visitors back to the home of Morgan and once again offer Factory Tours.

Guided tours of the Morgan Motor Company are available during weekdays, or on select Saturdays. Limited to just 10 visitors per tour, an experienced and knowledgeable tour guide will introduce you to the Morgan brand, explaining the story and heritage of the company, before guiding you through the factory workshops, explaining how each car is hand crafted. Each visitor will be issued with a headset to ensure they can hear the tour guide clearly in each workshop.

Please visit the following link to view the latest updates relating to COVID-19 and how this may affect your visit:?Morgan COVID-19 Information

A mix of craft and technology

The Morgan Motor Company welcome over 30,000 visitors from around the world to tour the factory each year. Each one of those visitors gets within metres of the vehicles being crafted, as they walk? the production line. The experience of a Morgan factory tour is unparalleled within the automotive industry, with visitors being able to immerse themselves in the production process.?


Our newly-refurbished Morgan Experience Centre is situated on the same site as the factory and is where your Morgan experience will start. Each tour begins with an introductory film, which sets the scene for your visit. 

The Visitors Centre is also home to the Morgan Shop, Canteen, Archive Room (from October 2020) and retail vehicle showroom.

You can also hire the latest Morgan Plus Four or 3 Wheeler vehicle from the Morgan Experience Centre.


We have a 5 star rating on Trip Advisor. Check out more reviews on TripAdvisor


“I was given a factory tour and afternoon tea as a combined Fathers Day/Birthday treat. What a wonderful experience. Now I need to save my pennies ! The tour guides were so polite, knowledgeable and friendly, as was everyone we met that worked for the company. Nothing was too much trouble, even the most inane questions were answered politely and with a pleasant smile. Many thanks to all who contributed to a smashing time!”

Ian M – Leicester, UK


“Belated birthday present, factory tour and driving experience… I have been through a few modern car production facilities in my working life. This is nothing like any of them. No robots, only real humans with real traditional skills. Impressive to see how these cars are made and each and every one is unique. The drive was equally as interesting. No gadgets, just raw feeling of the toad and wind in your hair. Boy on my bucket list now is a Morgan Plus 6.”

Gizors – Solihull, UK


“Wonderful factory visit around the Morgan factory in Malvern. There is a decent café, small museum and shop on site. Experienced and interesting guide took us around pretty much every area of the production facility at Morgan – you really do get close to the cars and the people working there so get a great feel and understanding of what goes into making these wonderful cars. Not a robot in site ! Brilliant”

Andrew B – Bristol, UK

View our craft gallery for more factory images

?Terms and Conditions


    • Children under 5 years of age are not permitted to take the guided factory tour
    • Some areas of the factory require mandatory hearing protection to be worn because of high noise levels and risk of hearing damage.? We will provide you with hearing protection for use when visiting these areas and we request you to wear it when advised.If you opt out of wearing hearing protection you do so of your own volition and we will accept no responsibility for any hearing damage incurred.
    • Dogs are not permitted in the factory or main Visitor Centre building for health and safety reasons
    • We welcome disabled visitors, however please inform us upon booking if you are a wheelchair user to allow us to accommodate you sufficiently. For safety reasons, the number of wheelchairs per tour are restricted
    • Car parking is available on site. There are limited spaces with large vehicles, motorhomes, mini buses etc; able to park on our field (weather permitting)
    • Please note that visitors will be on their feet for the duration of the 2 hour guided tour, there are no seats or public resting areas in the factory
  • Factory Shutdowns are for one week at Easter, last week of July and Christmas to New Year and on Bank holidays

?COVID-19 Terms and Conditions

    • If you have been in contact with anyone diagnosed with Coronavirus or have been to any of the places specified and have a cough, high temperature and shortness of breath, we ask you to contact NHS 111 and follow their advice.
    • In accordance with ‘Track and Trace’ measures,
      we will require all visitors to leave their contact details upon arrival at reception. These will be held for 21 days before being responsibly disposed of.
    • We would urge all visitors to book in advance of
      their tour date.? We will operate a reduced daily capacity for visitors, this may affect our ability to accept walk in visitors.
    • In line with government advice for tourism, we are asking all visitors to wear face coverings whilst in the Experience Centre and factory buildings. Please bring your face covering with you. We will have face coverings available to purchase for a small fee at the Experience Centre should you forget to bring yours.
    • We will operate a reduced the capacity on our tours of 10 persons per tour.? Social distancing measures must be adhered to whilst on site.
    • We are using BSEN1276 grade hand sanitiser throughout our Experience Centre and main factory sites. This is available to everyone, via automatic dispensers. We encourage all visitors and staff to wash their hands and use hand sanitiser regularly, especially after coughing or sneezing. Regular sanitisation of the Experience Centre and main factory buildings will take place throughout each day.
    • We are operating a COVID-safe workspace for Morgan employees? You will be visiting live working environments, so to ensure maximum safety, all visitors are asked to stick to the designated walkways and maintain a safe distance from Morgan Staff and other visitors.?


Our on-site museum: The Archive Room will be open in October 2020 and features original images, heritage vehicles and display items from more than 110 years of Morgan history. 

Opening Times

Monday – Thursday:
8:30am – 5:00pm

8:30am – 2:00pm


Morgan Experience Centre
Spring Lane 
WR14 1AJ