A LEGENDARY British motorbike brand is returning – some five years after its collapse.
Norton Motorcycles, one of the most iconic names in British engineering, fell into administration in 2020.
Norton Motorcycles, the iconic British brand, is back with four new models honouring its historic glory[/caption]
Once a symbol of British engineering excellence, Norton will rise again under Indian company TVS Motor after a £200 million investment[/caption]
Norton Motorcycles has left its mark and is now ready to reclaim its throne[/caption]
Manufactured in England, Norton’s bikes blend innovation and tradition[/caption]
The legendary brand is set to sell 20,000 bikes annually by 2028, with ambitions spanning the UK, US and India[/caption]
Since its founding in 1898, Norton has been admired globally for its motorcycles – particularly when it comes to professional racing.
But the brand, famed for its Commando model, faced financial problems under its former owner Stuart Garner due to pension fraud – leading to its administration five years ago.
However, TVS Motor, an Indian-based company, quickly purchased Norton and is now relaunching the brand with a modern approach, all the while honouring its historic glory.
According to the Financial Times, TVS has invested £200 million into the brand, built a new facility in Solihull, West Midlands, and now plans to release four new models in November.
Norton said: “These bikes will be the future of Norton, shaped by innovation and design.
“They will position Norton where it truly belongs – as one of the most iconic and influential motorcycle brands the world has ever seen. Norton is back up to speed. And better than ever.”
TVS is hoping the iconic British name will spearhead its push into the US – despite the trade tariffs put into effect by President Donald Trump.
The TVS Group is already among the world’s largest producers of motorcycles – from racing bikes to scooters – exporting to more than 90 countries across the globe.
Indeed, their operations run across Asia, Africa and Latin America.
And they have high hopes for Norton, with their four-cylinder superbikes to be manufactured in England, while some other models could be assembled at sites in India.
TVS has suggested that by 2028, they expect to sell some 20,000 Norton bikes each year – generating around £150mn in revenue.
Sudarshan Venu, chairman and managing director of TVS Motor, said: “What we are trying to do is benchmark the glory days of Norton, which was many years ago, and take it ahead in a modern way.
“The old Norton, they were just trying to make it work in a garage. We are really re-creating [it] as a global brand in the rightful way.”
He added that, while Europe and the US would initially be Norton’s largest markets, he also expects Indian sales to grow.
“In the last 10 years, the power of India’s middle class has really been unleashed in consumption and many of them will aspire to have these vehicles,” he said.
LEGACY
Norton Motorcycles, founded in 1898 by James Lansdown Norton in Birmingham, quickly gained fame for its high-performance bikes – even winning its first entry in the Isle of Man TT race in 1907.
Indeed, Norton became synonymous with racing success and British engineering – known for motorcycles that were both reliable and stylish.
During World War II, they shifted focus to military production – manufacturing nearly 100,000 motorcycles for the Allied forces.
After the war, the company introduced iconic models like the Commando in 1968, which became a commercial success and a favourite among celebrities, including Clint Eastwood.
Despite its legacy, Norton faced financial struggles in the late 20th century, losing ground to Japanese competitors.
They enjoyed a brief revival in the 1990s – thanks largely to its racing success – but mismanagement under Garner led to its collapse in 2020.
