One foot in history and one in the future, we visit the legendary Morgan Motor Company factory, hand building cars since 1910.
For over 110 years, The Morgan Motor Company has been an enduring symbol of bespoke British manufacturing, automotive heritage and ingenuity. Defying convention, every distinctive, hand built vehicle that rolls out of its iconic Worcestershire workshop, is a mix of heritage and technology. Made from three reusable and recyclable core elements, ash timber, aluminium and leather, and with quintessential British styling, a Morgan delivers a true driving experience in the face of mass market, increasingly electrified competition.
The brand is beloved by generations of enthusiasts. Morgan ownership goes beyond mere practicality or investment. They are bought by legions of fans with an emotional connection with the Morgan badge and its products, fans that respect authentic luxury.
The brand has cultivated an iconic reputation among sports car buyers. Gone are the days when customers had to wait a decade on a waiting list to receive their highly coveted Morgan. The brand can now deliver your bespoke Morgan in 6 months, and made 690 vehicles in 2023, up from 584 in 2022. The brand has a loyal and active owners’ community, nicknamed “Moggies,” with more than 5,000 members and 50 clubs globally.
Nestled at the foot of the Malvern Hills, in an Area of Outstanding Natural Beauty, is the English Victorian spa town of Malvern. Over 30,000 car lovers make the trip to Morgan's Malvern factory every year to take part in one of their fabulous factory tours, where guests can get up close and watch the generations of local craftspeople at work. This makes it for me, hands down one of the most engaging and memorable factory tours I have taken.
The brand history
In 1909 Henry Frederick Stanley Morgan (1881-1959), known as H.F.S., quit his job at the Great Western Railway and founded the Morgan Motor Company, beginning production a year later at premises in Malvern Link, where the brand remains today. H.F.S. was not just a skilled engineer and forward thinker, he was also an accomplished racing driver.
A true maverick, Morgan's origins lie in the development of an innovative, three-wheeled vehicle, neither car nor motorbike, called The Runabout, which launched in 1910 at the Motor Show in Olympia.
Tax advantages saw the brand's three wheeled vehicles, such as the Aero and Super Aero, gain popularity in the 1920s. Due to their design and performance advantages, the Morgan brand had become world record holders and race winners. After the First World War, public demand for their cars outstripped supply.
In 1936, the abolition of the Road Tax Fund eliminated the tax benefits of 3-wheeled vehicles, prompting Morgan to adapt accordingly, launching the 4/4, named for its four cylinders and four wheels. The 4/4 remained in production until 2018.
During World War II the company was converted to the war effort and no cars were manufactured. Production bounced back post war, with racing success, such as a win at the 1962 Le Mans 24 hour race, leading to booming sales and cars being exported all over the world.
Thanks to a burgeoning American market, the Morgan Motor Co, survived difficult years in the early Sixties and the brand continued to develop cars for emerging markets, blending nostalgia with technological advances.
Over the years, Morgan transitioned to producing iconic four-wheeled models like the Plus Four and the modern Plus Six. Each preserves the company's hallmark combination of handcrafted Lincolnshire ash frame on a bonded aluminium chassis, with hand worked aluminium bodywork.
Morgan was, until 2019, the UK's last remaining family owned car manufacturer. While most of Britain's luxury car marques had fallen by the wayside or been swallowed up by foreign competition, Morgan hung on. That was until venture capitalists Investindustrial stepped in to claim a majority stake in the firm, with the Morgan family retained a minority shareholding. It followed the two most successful years for the brand and offered significant future investment.
A swanky, new, company owned flagship dealership, Morgan Works London, the first outside the Malvern factory, was opened in Kensington, London in 2022. The historic stable blocks were once home to the first VW garage in the UK, and the fabled Lawrence Tune racing team. The dealership offers both new and used cars, and is part of Morgan’s plans to expand its global dealer network, which now numbers over 74 locations.
Turnover was up by £7 million to £48 million in 2023, as reported in the company's accounts. However, a raft of global market issues saw profits down. They were not the only ones to see a drop in profits though. Global inflation stresses hit the balance sheet, as did continued supply chain issues and rising costs. Electrification also presents a significant challenge for a small manufacturer like Morgan. Additionally, meeting the stringent safety standards of key markets and addressing the growing demand for Advanced Driver Assistance and Safety Systems (ADAS) in modern vehicles further adds to the complexity of the financial challenges going forward.
In the face of these challenges, Morgan Motor Company is developing new products, including an experimental prototype, the XP-1, that will serve as the precursor for future electric Morgan sports cars.
New directions, such as the brand's latest collaboration with Italian car design firm Pininfarina, have resulted in new vehicles, like the utterly stunning limited edition Morgan Midsummer.
The companies have more than two centuries of coachbuilding experience between them. With a ticket price upwards of £200,000 ($253,000) depending on the customer's bespoke specification, just 50 examples of the Morgan Midsummer will be made, and all have been snapped up.
Morgan's new, and as yet unnamed, 6 cylinder flagship was reportedly slated for 2025. Boasting a BMW straight-six on a new aluminium platform, a prototype was spotted by Top Gear magazine.
Looking forward, Morgan is steering through the industry's move toward sustainability and innovation. While staying true to its handcrafted traditions, the brand is adapting by integrating modern advancements, including more efficient engines and lightweight materials. By honouring its heritage while embracing progress, Morgan is poised to remain an enduring icon of British automotive craftsmanship for generations to come.
The Visitor Centre design
In 2023 the brand reported record growth in their Morgan Experience Department, which includes not just the visitor centre and factory tour, but also a growing calendar of unique driving experiences.
Morgan operates it's factory tour through its historic Pickersleigh Road facility, and many of the company's original brick workshops remain in use, their floors worn uneven by decades of activity.
Alongside the historic sheds, is a modern exhibition and welcome centre, home to a range of visitor attractions including sports car hire, experience drives, the Morgan Café, the official Morgan shop and The Archive Room.
Bath-based Hewitt Studios, a multi-disciplinary studio specialising in sustainable urban design and architecture, designed the new facility. The redesign included a Jewel Box display space for a ‘hero car’ and for customer handovers, a sculptural visitor entrance foyer, an external covered car canopy which is always welcome on a wet Worcestershire day.
Existing structures were re-clad and re-roofed and internal spaces redesigned to include a bigger café, museum and showroom.
Wood and aluminium cladding for the timber structures reflects the historic ash construction of the Morgan body frame, and the aluminium body panels, a design nod I particularly appreciated.
And visitors come from far and wide, in all manner of vehicles. Check out this tangerine three wheel Reliant Robin that was there when we visited.
Showroom and entrance
The timber clad showroom is warm and inviting and filled with some beautiful examples from the Morgan range.
I am a sucker for a baby blue car.
Some lucky individuals were there to collect their new vehicles.
There was even a table where buyers could personalise their car, from paint colours to leather upholstery.
The obligatory brand film is delivered in a room flanked by two Morgan cars.
Factory Tour
The maximum public tour capacity is 18 people. For private group tours, they can accommodate higher numbers. You have to book in advance, and all the tours we saw on our visit were at capacity. Drone footage of the whole facility was captured in 2022 and follows the tour route.
We were greeted by our extremely knowledgeable tour guide who started us off with a brief introduction to the Morgan brand, before whisking us off on the start of our factory experience. All visitors are issued with a headset to ensure that they can hear the tour guide clearly in each workshop. No worries about ambient noise therefore.
Beginning in the original building, known as the 1914 Workshop, we were greeted by a stunning blue example of the Morgan Plus 8 speedster 50th Anniversary Edition, with the Aero 8’s bonded, riveted aluminium chassis, fitted with BMW’s 4.8L V8 engine. These cars were built as limited editions, with only 50 cars being built.
After a bit of history we were escorted to the chassis department.
Clad in navy blue overalls, workers lean over aluminium chassis and wooden frames of partially assembled sports cars. This is a full multi sensory experience. The floor is often scattered with wood shavings or random tools, and the sheds are filled with the smell of ash, glue, leather and more.
From the chassis department we head to the Assembly, Sheet Metal and Wood shops. The ash frame starts life in the wood mill. Each component is made from a template and then finessed by skilled craftsmen and women.
When would you ever get this close to car manufacturing, even when it looks more like a woodworking lesson that automotive wizardry.
Piles of parts looked more like Airfix models.
Dashboard elements, also in wood are created here too.
Next, we head to where power train, gear box, suspension, wire looms and fuel tanks etc are added. There are part finished cars everywhere.
The air hums with the raw energy of engines roaring to life, each growl a testament to precision and power. Scattered among the equipment, time-honored machinery stands proudly—venerable presses, stampers, and jigs that have shaped generations of Morgan cars. Side by side with the cutting-edge tools of modern car manufacturing, they bridge the gap between heritage and innovation, where tradition fuels progress.
We get to see paint booths, followed by an area currently used for the production of special projects. Once the cars are painted they are wheeled into the first stage of the trim shop.
It is here where the customer's choice of fabrics for upholstery and carpets is hand finished.
Then the cars have their hoods, side screens and windshields fitted.
The completed cars are checked over in the Pre-Delivery Inspection (PDI) workshop, before they head out for a road test.
The tour took us outside again, where there was an example of an iconic Routemaster red bus, which Morgan renovated in 2018, to be used for events.
Morgan’s production process follows a unique, gravity-assisted flow. It all begins at the top of a gentle incline, where each vehicle takes shape before gradually making its way down through a series of workshops. This natural descent isn’t just a quirk—it’s a seamless blend of tradition and efficiency, guiding each car through the meticulous craftsmanship that defines Morgan’s heritage.
The Archive Room
In 2021 the Morgan Motor Company completed the redevelopment of its visitor attraction, the Morgan Experience Centre, with the opening of a brand new interactive museum experience, called The Archive Room.
Tucked away like a hidden gem, the Archive Room is a treasure trove of the brand’s rich legacy, safeguarding over a century’s worth of artifacts, documents, photographs, and rare footage. Every piece within these walls tells a story, offering a glimpse into the evolution of an iconic name.
The room’s striking centrepiece—a meticulously curated full-length cabinet—proudly showcases historically significant items, each with its own tale to tell. This is more than an archive; it’s a living testament to the brand’s journey through time. I love to see company archives and wish more brands would put more of their archive on show.
“The interactive installations and activities offer something for all ages and interests. Whether you are a lifelong Morgan aficionado, or on your first visit to the factory, we have curated The Archive Room to remain relevant for all. And most importantly, like the company itself, it will continue to evolve.” (Steve Morris, Chairman and CEO, Morgan Motor Company speaking to The Malverns in 2021)
There's so much here from toy cars, images, advertising posters to original blueprints and historical components from the company’s very first days, offering a rare glimpse into the craftsmanship and innovation that shaped an icon.
Projectors around the room give visitors access to more immersive moving footage of seven Morgan's, which span the firm’s history. Each display will change over time to keep the exhibit fresh.
Refreshingly, there was plenty of information on the female drivers and customers of the Morgan brand throughout the years. Many fascinating stories, often lost to time, which is why a delve into an archive can be so engaging and enlightening.
One of the most remarkable performances of a Morgan in a race was at the 1938 Le Mans 24 hour race. Prudence Fawcett, a fast living 25 year old society woman, who mixed in well heeled and connected circles, loved motor racing. Not content with simply watching Le Mans from the stands, as she had done before, she wanted to race in it. Prudence was convinced that a Morgan would be perfect for this endeavour and approached HFS Morgan to secure a car and then her friend Lord Wakefield of Castrol oils for sponsorship. Geoffrey White, Sales Manager at the Winter Garden garage owned by wealthy racing enthusiast Lance Prideaux-Brune, agreed to be her co-driver.
Her British Racing Green 4/4 Morgan, registered BNP 370, was tweaked so it could hit speeds of just under 100 mph. The Morgan finished a commendable 13th overall out of 42 starters, completing 164 laps and secured entry into the Biennial Cup. Her exploits made the national press but then came marriage. This sadly meant that Prudence's motor racing story disappeared, although her love of sports cars remained with her to the end of her life.
Ever dreamed of designing your own Morgan? The ‘Design Your Morgan’ experience gives visitors a hands-on introduction to the art of automotive design, straight from the minds of Morgan’s own designers and engineers. Here, the secrets behind sketching a Morgan’s iconic silhouette and the intricacies of its development process are revealed. A lightbox drawing board, tracing paper templates, and classic pencils invite aspiring designers to bring their visions to life—whether it’s a timeless roadster or a bold modern take. The best part? Your masterpiece is yours to keep, ready to frame, share, or post for the world to see.
Café
The Morgan Canteen was a big white space when we arrived for our tour. However it has since been enhanced with a wall mural and some softer furnishings to make it a more cosy rest stop. The brand now partner with local eatery Faun, and offers a daily menu featuring seasonal ingredients and visitor favourites.
You can also now book the 1909 Afternoon Tea at just £24 per person, as the perfect end to your visit.
What is great is that the café is open to guests, with or without a booked experience.
Some light reading
Want to know some more about the history of the Morgan brand, then check out this fascinating book Morgan: An English Enigma by Martyn Webb. I have certainly enjoyed my copy. Martyn has been the Archivist at the Morgan Motor Company since 2009.
Important to know
All factory tours are in English. There are no information boards as you go round the factory, which means that those visitors who didn't have English as their first language and struggle to keep up with the tour guide, miss out on being able to read information at their own pace. This is a working factory, as have many we have visited, and nearly all of those offered text and image panels to explain processes. This might be something that could be looked into to improve the accessibility for all.
While they welcome disabled visitors, wheelchair users need to inform Morgan when booking their tour to make sure arrangements can be made so that they can be best accommodated. Much of the tour though is through flat areas in the production sheds, without many barriers, so everyone should have the same close up experience.
Conclusion
This is, quite simply, my favourite car factory tour experience, and one that I recommend to all my fellow car enthusiasts.
This is a working piece of history. The tour is so in depth and gets so close to the actual production process, that it provides a fascinating insight into a brand where craft meets technology. It is a privilege to watch true craftspeople at work. One of the most striking aspects of the tour is the sensory experience. The rich scent of wood from the carpentry shop, the aroma of leather being stitched for the car interiors, the rhythmic tapping of metalwork and the deep growl of engines being tested create an unforgettable experience.
The friendly and knowledgeable guides are either ex Morgan workers or Morgan owners, so they have a real passion for the brand. The historic artefacts showcased in the archive gallery offer a deeper engagement with the brand. The fact that this area has been designed to be changed regularly, means that more stories from the archives can be brought to life over the years. This offers visitors a fresh experience and a reason for a return visit.
For car enthusiasts, history buffs, and lovers of fine craftsmanship, the Morgan Motor Factory Tour is an experience like no other.
How long was the visit?
We were there for 3 hours with some of this time being spent in the cafe. Please note that visitors will be on their feet for the duration of the 2 hour guided tour, however there are seats and resting areas located in some areas around the factory.
How much are tickets?
We paid for our tickets and this was not part of any advertising.
Tours are from £32.50 for adults and children (5-11 years) are £16.50 per person. All must be booked in advance.
All tours are in English.
Opening times
It's always worth checking with Morgan for their current opening times, as they can vary.
When we visited they were open 6 days a week with tour slots available all day. The café does have different opening hours. A Winter schedule does mean tour slots and opening times are reduced.
Getting here:
You can get to Malvern many ways but the easiest by far is by car. Car parking is available on site.
Address
Morgan Motor Company Limited
Pickersleigh Rd, Malvern WR14 2LL, United Kingdom
Website: Morgan Motor Company
Where we stayed
We stayed in Hereford, but sadly cannot recommend the Airbnb we rented.
What else is there to see close by:
The Malverns, located on the edge of the ever popular Cotswolds, are designated an Area of Outstanding Natural Beauty. They are home to rolling hills, ancient iron-age hill forts and were the birthplace of composer Edward Elgar, of Land of Hope and Glory fame.
We visited Eastnor Castle, near Ledbury, a magnificent Georgian Castle with a deer park, lake, arboretum and plenty of activities for young and old.
You can visit The Firs, birthplace of Sir Edward Elgar, in Lower Broadheath, a modest family home that often offers live music.
Malvern itself is an elegant Victorian spa town, with roots going back to the bronze age.
Visitors can find many independent retailers, galleries, boutiques and more.
The Royal Three Counties Show is held over three days in June each year, has been a popular day out for families for decades. The largest livestock and equine show in England, the show is a true celebration of rural life, local crafts, food and farming.
Photographs: ©Julie White unless noted otherwise
Disclaimer - The views and opinions expressed are solely my own. I paid for the tours in full and any comments reflect my personal experiences on that day. Please drink responsibly. Please visit and garner your own thoughts and feel free to research the brand and the visitor centre in question.
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