Guided factory tour

Guided tours of the Morgan Motor Company are available during weekdays, or on select Saturdays. 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 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.

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 through 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. 

Visitors centre

Our Visitors Centre, opened during our centenary year in 2009, 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, café and museum. Guests are welcome to spend as much time as they wish in the Visitors Centre facility, and take advantage of hire cars, experience drives and afternoon tea packages.


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


Tour bookings can be made via the online booking system below. If tours are fully booked on your desired day, alternative times may be available, please contact our reception on +44 (0) 1684 573 104.

For group bookings or alternative tour times please call our reception on +44 (0) 1684 573 104 or enquire via email.

If you have purchased a Virgin / Daily Mail or Other Experience Voucher please contact reception on +44 (0) 1684 573 104 or enquire via email.

Please be aware, planned factory shut downs will take place 3 times each year. Pre-booking is essential to avoid disappointment. 


 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)

  • There is a free public car park at Victoria Park on Pickersleigh Road, just a 5 minute walk away

  • 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


Our on-site museum is free to visit and features original images, heritage vehicles and display items from 110 years of Morgan history. 

Opening Times

Monday – Thursday:
8:30am – 5:00pm

Friday: :
8:30am – 2:00pm


Morgan Motor Company Visitor Centre
Spring Lane 
WR14 1AJ