MORGAN Motor Company will offer potential customers a showroom in Malvern for the first time since the business was founded more than 100-year ago.

The iconic firm hopes to add to the appeal of its Spring Lane visitor centre, which opened in April 2009, with the purpose-built showroom on the same site.

Marketing and events co-ordinator for Morgan, Jayne Jones, said: “We have people coming from all over the world to Malvern but local people have not been able to come and look at the cars and taken them out for a test drive. The company has not had anyone selling Morgans within this area ever.”

The showroom, which is anticipated to stock two sports cars at any one time, will be located in the former Civil Service Social Club building, next to the visitor centre.

“It’s been completely renovated with the walls knocked out and big showroom-type windows put in. We’ve invested heavily in it,” added Mrs Jones.

The centre’s opening coincided with the company’s centenary celebrations last year and the attraction has since brought a steady stream of visitors into the town.

Morgan cars themselves are hand-built just next door at the company’s Pickersleigh Road factory.

Meanwhile Morgan will be represented at next month’s Festival of Speed at Goodwood - one of the biggest motor vehicle events in the world - which will run from July 2-4.

The showroom will be officially unveiled in the next few weeks.