MORGAN Motor Company To Open Experiential Hub At BICESTER HERITAGE

MORGAN Motor Company To Open Experiential Hub At BICESTER HERITAGE

Posted 03 December, 2020 at 20:00

Author Mark Bradshaw on behalf of (IFM) Independent Forecourt Magazine


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  • The Morgan Motor Company will become the latest resident at Bicester Heritage 
  • The opening of a Morgan experiential hub at Bicester Heritage will commence in 2021
  • Morgan owners and fans will be able to book experience driving courses in a range of Morgan models, including the Plus Four, Plus Six and 3 Wheeler
  • The announcement of Morgan Experience Bicester coincides with the opening of the new Morgan Experience Centre at Morgan's factory in Malvern, Worcestershire

Bicester Heritage, 2 December 2020

The Morgan Motor Company is to become the latest resident at Bicester Heritage with the opening of an experiential hub at the former RAF Bicester site. The beautifully restored Power House building is situated on the original Bicester Heritage development, and will be occupied by the Malvern firm to offer a range of driving experiences for customers and enthusiasts.

A dedicated fleet of ‘Bicester’ specification Morgan models, finished in a striking Safari Yellow, have been built for driving experiences that will run from Morgan's base at Bicester Heritage. Morgan's current Bicester fleet includes the Plus Four and Plus Six, with a 3 Wheeler also being available in 2021.

In addition to Morgan driving experiences – which will be run on both road and track by performance driving coaches – Morgan's aim for the appropriately titled Morgan Experience Bicester is that it will provide visitors with the ideal destination to experience the Morgan brand. Whether those visitors are part of the Morgan community already, or new to the world of Morgan, the Bicester Heritage base will be ideally located for access by UK and overseas visitors and will work in partnership with the Morgan factory in Malvern, Worcestershire.

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 their historic factory – which have been completely repurposed during 2020 – and are due for completion in January 2021. 

Steve Morris, Chairman & CEO, Morgan Motor Company, 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. From the Bicester Heritage team to the fellow residents, everyone has been extremely welcoming, and it's reassuring to know that we are joining a community of likeminded individuals.

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.”

Dan Geoghegan, Bicester Heritage Chief Executive, added, “In Morgan we recognise a cultural and experiential fit with everything that we are achieving at Bicester Heritage.  We are delighted to build on an already strong relationship that will engage enthusiasts past, present and future in sharing our enthusiasm for the genuine motoring.  Morgan, the team, their cars are a very exciting arrival to the strong Bicester community of like minds, skills and ambitions.”   

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