Morgan Motor Company opens interactive new museum in Malvern

Malvern Motor Museum

The Morgan Motor Company has completed the redevelopment of its visitor attraction, the Morgan Experience Centre. Called the Archive Room, it is now open to all visitors to Morgan, throughout the week and every Saturday.

In March 2019, European investment Group Investindustrial purchased a majority share of the company, committing to invest in the long-term future of the Morgan Motor Company building cars in Britain. The Morgan family retain a shareholding of the company and work alongside Investindustrial at board level.

Aston Martin investor buys majority stake in Morgan Motors


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 of the brand. The centrepiece of the room is a full-length cabinet that houses individual items of historical significance. Next to each item is a button that allows visitors to bring the artefact to life as part of an audio-visual installation. Some of the more prominent items include a 1930s Leica camera belonging to the company’s founder, HFS Morgan, thousands of original press cuttings dating back to 1910, each beautifully documented in ‘scrap books’ by George Morgan (father of HFS), and original blueprints and historical parts from the earliest days of the company.

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. At launch, models including a 1910 Runabout, 1938 4-4 previously owned by HFS Morgan, a 1977 Plus 8 race car owned by Graham and Oliver Bryant, a 1 of 100 Aeromax and EV3 concept car will all be on display alongside other vehicles.

Visitors can even design their own Morgan. A lightbox drawing board, tracing paper templates and pencils allow budding designers to put the Morgan creations of their imaginations onto paper, to take home or share on social media.

The Archive Room builds on the popular Morgan Experience offering of factory tours, sports car hire and experience drives.

Steve Morris, Chairman and CEO, Morgan Motor Company, said: “As one of the longest established automotive manufacturers in Britain, the history of Morgan is both fascinating and extensive. From trials victories that helped to propel the company in its early years, through to the incredible history of our Pickersleigh Road factory and our more recent post-millennium advances, The Archive Room enables us to tell the story of Morgan like never before.

“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 produces around 850 models, of which more than 70 per cent are exported. Its model range – comprising of the 3 Wheeler, Plus Four and Plus Six – is sold through 50 official dealerships in 32 countries.