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.

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 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 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 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. 


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, Morgan’s on-site restaurant The Canteen, the official Morgan shop and all-new interactive museum, The Archive Room (opening January 2021). 

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


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

    • Tickets are non-refundable

    • 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.
    • Factory tours will operate up to a maximum of 18 people, in accordance with current government guidance as of 19th July 2021. Guidelines will be continually monitored and updated accordingly. We ask that all visitors respect social distancing guidelines 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.