Since TVS Motor Company acquired Norton Motorcycles in 2020, the iconic British brand has been on a path of revival. TVS, which purchased Norton for £16 million, has since invested an additional £113 million to rejuvenate the marque. Starting next year, we will begin to see the results of these efforts.
First New Norton Launch by 2025
- Expected to be more affordable than the current lineup
- Norton to maintain premium brand positioning
In a recent discussion with Sudarshan Venu, Managing Director of TVS Motor, it was revealed that Norton has exciting plans for the coming years. Although the company has been enhancing and selling improved versions of existing models from before the TVS acquisition, the first brand-new products developed under TVS’s stewardship are set to be unveiled soon.
Norton is set to launch six all-new motorcycles over the next three years, with the first debuting in 2025. This model will be available in India shortly after its international release. These new bikes will not be based on the 650cc Atlas or Nomad models showcased in 2018.
Sudarshan Venu emphasized that the new Norton motorcycles will adhere to the company’s philosophy of “Design, Dynamism, and Detail.” He also affirmed that Norton will continue to be positioned as a premium brand.
However, it is expected that the new range will be more affordable than the current lineup. The existing Norton 961 and V4 models are priced higher than those of most mainstream manufacturers, resulting in limited sales. These legacy products, inherited from before the TVS acquisition, had significant engineering issues that TVS has worked diligently to resolve. Additionally, TVS took responsibility for addressing the concerns of existing customers, despite not being legally obligated to do so.
The upcoming range of motorcycles aims to be more accessible while maintaining the premium appeal that TVS envisions for Norton. These new models represent the first all-new products since TVS took over the 126-year-old British brand and will play a crucial role in scaling up Norton’s operations.
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