A large group of students standing around a dark green vintage car next to a Morgan sign
In a fast-moving world powered by automation and mass production, our business management students left Leicester early one morning with one big question in mind: how does a car company survive and thrive for more than 100 years without relying on huge factories or robots doing most of the work?
Maybe it was nostalgia? Or was there something deeper at work? When they arrived at Morgan Motor Company, it quickly became clear that this visit was about more than cars. It was about identity.
The atmosphere felt different from a typical modern factory. Instead of chasing speed and volume, Morgan focuses on protecting what makes it unique. Rather than following every new trend, the company builds trust by staying consistent with its values. It reminded our students that success in business isn’t always about growing as fast as possible. Sometimes it’s about understanding exactly who you are and building your business around that.
At the heart of Morgan are people. Skilled craftspeople carefully shape, assemble and refine each car with great attention to detail. Their work is supported by clear processes and training through a coachbuilding academy, which helps pass on these skills to the next generation. These were not just workers completing tasks – they were guardians of a craft and a tradition.
Some moments from the tour really stood out. We saw sustainable ash wood frames being used to build the cars, water-based paints that are better for the environment and production systems designed for precision rather than speed. It showed how ideas like lean thinking, sustainability and human judgement can work together to create something unique and special.
This approach also explains why demand for the cars remains strong. When customers buy a Morgan, they’re not just buying a car – they’re buying into a story, a philosophy, and a community and legacy built over generations.
What started as a factory tour turned into a powerful moment of clarity. The ideas students learn in lectures about operations, strategy, sustainability and management, suddenly came to life. They saw real people, real processes and real decisions working together with purpose to create value. And how roles in operations, supply chain, sustainability and brand leadership can translate into meaningful career pathways.
Experiences like this show what studying Business Management at De Montfort University is really about. It goes beyond teaching concepts and gives students opportunities to experience business first hand. By seeing organisations up close, students can build the insight, confidence and perspective they need to understand how companies operate and succeed in the real world.