Factory Tours

Morgan Factory Tours

Welcome to Pickersleigh Road, the historic home of the Morgan Motor Company for over 100 years. A destination for visitors from around the world, guided tours of the Morgan production line provide an automotive experience like no other.

Immerse yourself in the mix of rare craft skills and latest modern technology that goes into each Morgan sports car. Unlike other factory ‘experiences’, visitors to Morgan won’t peer through viewing galleries, walk through imitation production lines or be shown the outside of factory buildings. A Morgan guided tour is authentic and real. Visitors are guided through every workshop – each one with its own sights, smells and sounds – by an experienced and knowledgeable tour guide.


An Automotive Experience Like No Other

Guided tours of the Morgan factory last around two hours and run during weekdays, or on selected Saturdays. Morgan welcome around 30,000 visitors per year and pre-booking your tour is advised, particularly during the summer season. 

Limited to just 18 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 each of the factory workshops, explaining how every Morgan car is hand crafted.

All visitors are issued with a headset to ensure they can hear the tour guide clearly in each workshop.

A Mix of Craft and Technology

The Morgan Motor Company welcomes 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. 

The Morgan Experience Centre

Opened in September 2020, the newly refurbished Morgan Experience Centre is situated on the same site as the factory and is where your Morgan experience will begin. 

The Morgan Experience Centre is home to a range of other visitor attractions including sports car hire, experience drives, the Morgan Experience Café, the official Morgan shop and all-new interactive museum, The Archive Room. 

Click below to discover more about the Morgan Experience Centre and planning your visit to the Morgan Motor Company.  

Don't Just Listen To Us

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


“The Factory tour is such a unique experience in a working factory. Reminiscent of elegant days gone by. Our Tour Guide Cousin Nick was so knowledgeable and incredible to see the cars being built by hand from scratch. Amy and her team in the restaurant served a very tasty afternoon tea – well worth a visit.”

Feb 2022


“My husband was given a gift of the Factory Tour with afternoon tea. The Guide was Les and he was very knowledgeable but not boring. We really enjoyed the tour and listening to the history of Morgan, together with seeing the Cars and how they are made. It was amazing to watch the skilled craftsmen at work and also marvel at how organised and clean the environment is being kept.

After the tour we went to the cafe area for our afternoon tea. We were greeted with a lovely smile and informed that there was a table with our name on and once we sat down someone would come over to see us. It was fab to see our name on the table. We ordered our drinks and shortly after they arrived together with our afternoon tea. I had informed them that I do not have butter. Quite often this is a problem, so I was really surprised when the lady who served us explained that one side of the board was with butter and the other side without butter. Fantastic. The food was delicious too!”

May 2022


“Our tour guide Les was amazing! He made it enjoyable and his knowledge was outstanding as well as adding interesting stories as we went around! A very thorough tour. With it being a Saturday we weren’t expecting to see much going on, but there was a good range of craftsmen working to watch their amazing skills.
Could not recommend the tour enough!”

May 2022

View our craft gallery for more factory images


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General T&C's for Morgan Experience

Tickets are non-refundable.

View our Visitor Safety Guidelines for Morgan Experience Malvern here.

Factory Tours

The Morgan production line is well known for its hustle and bustle, but please be aware Saturdays in the factory will feel much quieter as we operate a reduced weekend staffing level, therefore the factory tour experience is different on Saturdays compared to weekdays.

Factory Shutdowns are for one week at Easter, the last week of July and Christmas to New Year and on Bank holidays – the Experience Centre remains open for the Easter and July shutdowns, however factory tours are not operated during these times.

Children under 5 years of age are not permitted to take the guided factory tour.

We welcome disabled visitors; please inform us upon booking if you are a wheelchair user or have any access requirements to allow us to accommodate you sufficiently. For safety reasons, the number of wheelchairs per tour are restricted.

Please note that all factory tours are in English. If you have a group booking and require the tour in a different language, please let us know and we will see if we can accommodate.

Dogs are not permitted in the factory for health and safety reasons.

Car parking is available on site. There are limited spaces for large vehicles; coaches, motorhomes, mini buses etc; additional parking is available on our field (weather permitting) – please contact us beforehand so we can advise.

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 areas around the factory.

Experience Drives

Full T&C’s for Experience Drives can be viewed here.

Morgan Sports Car Hire

Full T&C’s for Sports Car Hire can be viewed here.

Group bookings over 10 people

Our food is freshly prepared in house by our catering team. To ensure wait times are kept to a minimum for all our customers, we require a pre-order, including any dietary requirements, for any groups over 10 people. Please either pre-book one of our buffet options or pre-order from our delicious daily menu. Please speak to a member of the Morgan Experience team to arrange.

Full balance and final numbers for group bookings are required at least 14 days (2 weeks) prior to arrival.

The 20% deposit required to confirm group bookings is non-refundable and the full balance will be non-refundable if cancelled within 14 days of the event date.