Norton Motorcycles Launches Bold New Product and Brand Resurgence at EICMA 2025

L to R: Sharad Mohan Mishra, President, Group Strategy, TVSM; Sudarshan Venu, Chairman, TVSM; Richard Arnold, Executive Director, Norton Motorcycles; Nevijo Mance, Executive Director, Norton Motorcycles Business Wire

Article content

Article content

Article content

MILAN — Norton Motorcycles has unveiled its Resurgence strategy at EICMA, a long-term approach underpinned by the substantial investment by TVS Motor Company (TVS) since it acquired Norton Motorcycles in April 2020. Five years in the making, this rebirth is based on a cascade of innovative new models defined by Norton’s core attributes – a combination of Design, Dynamics and Detail that will create the world’s most desirable motorcycles.

Article content

Article content

Article content

Benefiting from investments that have exceeded £200 million into a flagship manufacturing base and company headquarters in Solihull, Norton’s rebirth within the TVS family is a measured and strategic reconstruction of a brand. This Resurgence Strategy is not built on nostalgic marketing rhetoric, but on significant investment, engineering excellence, inimitable design and a cascade of innovative new models that draw on the past to define Norton’s position in the future.

Article content

Norton’s sophisticated new Solihull site, which opened 2021, represents the physical embodiment of this transformation. Operating as a global hub for research, development and design, it has the scale to build 8000 motorcycles a year. It benefits from TVS’s wider manufacturing systems and supply chain infrastructures, while maintaining independent design and brand control in the UK. Recent expansion and refitting in readiness for production of the all-new Manx model line has resulted in a 25 per cent increase in the workforce.

Article content

Today’s global debut of two flagship models Manx R and Manx heralds a coherent roadmap of four all-new models that will combine rider-centric innovation and distinctive design in Norton’s own inimitable way.

Article content

The Manx and Manx R sports models exemplify Norton’s unwavering commitment to technical innovation, emotional design, and real-world performance. The all-new Atlas and Atlas GT are middleweight adventure bikes that will rejuvenate the concept of rugged and torquey machines that are equally at home both off and on the road.

Article content

Norton’s Resurgence is celebrated by its all-new logo, a forward-looking and visually relevant interpretation of the brand’s ethos that’s faithful to Norton’s past but befitting for a new age for Norton. Inspired by the company’s formative activities over the last five years.

Article content

The Heritage

Article content

Founded in 1898 by James Lansdowne ‘Pa’ Norton, Norton began life not as a Birmingham-based bike maker but as a supplier of fittings and parts to the nascent two‑wheeler trade. In 1902 Norton produced its first true motorcycle — the Energette, powered by a small Clement engine — and by 1908 the firm was manufacturing machines with its own single‑cylinder engines. Over the next decades, Norton would evolve through successive ownerships, financial upheavals and design revolutions, but always tied to the twin pillars of engineering innovation and ambition.

Article content

Article content

From its first early days, Norton’s engineering identity was shaped by experimentation and performance. Its pioneering 1921 Model 1, known as the Big Four after its categorisation in the 4 hp tax bracket, and the 1927 Norton CS1, designed by Walter Moore, exemplified Norton’s engineering shift from side‑valve singles to overhead valve and overhead cam designs. Norton’s racing success quickly followed: between 1931 and 1939, Norton won seven out of nine 500cc Senior TTs, cementing its reputation for reliability and pace.

Article content

The Vision

Article content

“Norton is a proudly British brand with a UK base for our design, development and engineering, and through TVS Motor, it now has a platform for a global manufacturing and distribution network. Our resurgence will mark the strategic transformation of one of the world’s most revered motorcycle brand from a marque that’s not harnessed by its past, but carries that forward with a clarity of vision for its future role and position in the global motorcycle sector.”

Article content

Richard Arnold, Executive Director, Norton Motorcycles

Article content

“Over the last five years TVS has invested more than £200m preparing Norton for its next chapter – for the Resurgence of Norton based on its core attributes of its history design, dynamics and detail with a vision to create the world’s most desirable motorcycles. Norton will progress into the future using these characteristics and demonstrated in a very modern way for discerning customers around the world. To achieve this bold vision, we have built a world-class team – harnessing the best of British expertise, combined with international talent from across multiple countries, sectors, and industries who have done a great job to come together for the new chapter of Norton.”

Article content

Sudarshan Venu, Chairman, TVS Motor Company

Article content

TVS Motor Company (TVS) is one of the world’s most respected and forward-thinking motorcycle manufacturers. The flagship of the colossal TVS family, it combines more than a century of industrial heritage with a modern engineering culture with an unwavering focus on precision, reliability and innovation.

Article content

Norton’s immediate commercial focus is on re-establishing itself in its traditional heartlands — the UK, Europe and the United States — while also developing TVS’s home-market strength in India and South-East Asia to create a broader customer base. The goal is not rapid expansion but disciplined growth: consistent quality, reliability, serviceability and compliance will always take precedence. Norton’s resurgent challenge is to prove to riders and regulators alike that its motorcycles are as robust and refined as they are beautiful and desirable.