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 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. 


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.  


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


If you have a gift voucher please call us to book on 01684 573104

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Guidelines & Visitor Safety

 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 Experience 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, however there are seats and resting areas located in some areas around the factory.

Tickets are non-refundable

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.