The Morgan Motor Company is completing the redevelopment of its visitor attraction, the Morgan Experience Centre, with the opening of its all-new interactive museum experience, The Archive Room which is now open to all visitors to Morgan, both throughout the week and every Saturday.

The Archive Room is home to the full company archives, containing more than a century of artefacts, documents, photographs and footage that chart the unique history and heritage of the brand. The centrepiece of the room is a full-length cabinet that houses individual items of historical significance, each with their own story.  

Five large-scale projectors situated around the room display rotating content that delves into all aspects of company history and provide a backdrop to the room. The remaining walls are adorned with artwork and abstract frames, Morgan parts and trophies. In the centre, seven cars are displayed and represent all eras and models, with a mixture of company heritage fleet and vehicles loaned by private owners.

The Archive Room brings the Morgan story to life, building upon the ever-popular Morgan Experience offering of factory tours, sports car hire and experience drives. The Morgan Experience Centre itself underwent a full refurbishment in 2020. The redesigned space includes a retail showroom for Morgan’s on-site dealership, Morgan Works Malvern; a new restaurant, The Canteen; and a gift and lifestyle shop. It also serves as home to Morgan’s ever-popular factory tours, the behind-the-scenes insight into how these unique vehicles are made.

Said Steve Morris, chairman and CEO, Morgan Motor Company: “As one of the longest established automotive manufacturers in Britain, the history of Morgan is both fascinating and extensive. 

“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.”

Morgan Motor Company is a British manufacturer of handcrafted sports cars.

Located in Malvern the world-famous Morgan vehicles offer a unique blend of charisma, quality materials, craftsmanship and performance.

Morgan has been handcrafting coach built traditional British sports cars since 1909. The Morgan family retain a shareholding of the company and the company produces around 850 models a year, of which over 70 per cent is exported. Its model range – comprising of the 3 Wheeler, Plus Four and Plus Six – is sold through 50 official dealerships in 32 countries.