MORGAN is to open an experience centre at the Bicester Heritage site in Oxfordshire to give fans of the classic British sports car maker a chance to get to grips with its models.
The Malvern-based firm is opening up at the restored Power House building on the site which will be used as a base for a range of driving experiences for customers and enthusiasts.
In addition to the driving experiences - which will be run on both road and track by performance driving coaches - Morgan's aim for the new Morgan Experience Bicester is that it will provide visitors with the ideal destination to experience the Morgan brand.
Morgan Experience Bicester will be the first company-operated premises outside of Malvern in the company's 111-year history.
The announcement of the new premises coincides with major works to Morgan's existing visitor facilities at its historic factory - which have been completely repurposed during 2020 - and are due for completion in January 2021.
Steve Morris, Morgan's chairman and chief executive, said:"We are extremely proud to announce plans for Morgan Experience Bicester. The experiential offering of the Morgan Motor Company is something that's grown significantly over the last decade, and with our friends at Bicester Heritage, we have the perfect opportunity to extend this offering further."
He added: "The introduction of Morgan Experience Bicester will revolutionise our offering to the Morgan community, and I'm particularly excited to begin Morgan's involvement with future Bicester Heritage events."
A special fleet of Bicester specification Morgan models, finished in a Safari Yellow paint job, have been built for the driving experiences and Morgan's current Bicester fleet includes the Plus Four and Plus Six, with a 3 Wheeler also being available when the centre opens in 2021.