Norton Motorcycles Unveils Resurgence Strategy at EICMA 2025

Norton Motorcycles has launched its comprehensive resurgence strategy at EICMA 2025, presenting four all-new motorcycle models alongside a refreshed brand identity and significant expansion plans.

The announcement centres on the debut of the Manx R and Manx sports models, complemented by the Atlas and Atlas GT adventure motorcycles. The launch follows over £200 million in investment by parent company TVS Motor Company since acquiring Norton in April 2020.

Manx R Leads Product Range

The flagship Manx R represents Norton's entry into the premium superbike segment, featuring an all-new 72-degree, 1,200cc V4 engine producing 206 horsepower at 11,500 rpm and 130 Newton-metres of torque at 9,000 rpm. At 204 kilograms, the motorcycle achieves a power-to-weight ratio of one kilogram per horsepower.

The engine development prioritized mid-range torque delivery based on analysis of 18,500 miles of real-world riding telemetry. Norton engineers determined that typical road riding occurs below 11,000 rpm, focusing development on usable power between 5,000 and 10,000 rpm.

The Manx R incorporates semi-active Marzocchi suspension co-developed with the Bologna-based specialist, featuring real-time adjustment of compression and rebound damping. The system adapts to throttle inputs, braking, cornering angles, and road conditions across five riding modes: Rain, Road, Sport, and two customizable track profiles.

Brembo's HYPURE high-performance brake system features asymmetrical monobloc calipers with radially-mounted front units gripping dual 330mm floating discs and a single 245mm rear disc. The system integrates with lean-sensitive ABS that adjusts braking pressure based on lean angle, acceleration, and speed.

The motorcycle features carbon fiber BST wheels fitted with Pirelli Diablo Supercorsa V4SP tires, an underslung exhaust system, single-sided swingarm, and carbon fiber body panels. An eight-inch touchscreen TFT cluster provides connectivity features including Bluetooth integration, multimedia control, and full GoPro integration.

Technical features include cornering cruise control, wheelie and rear wheel slide control, slope-dependent control, quick shifter with auto rev-matching, and optimal gear shift suggestion. The Manx R uses a six-speed constant mesh transmission with wet multiplate slipper clutch and ride-by-wire system operating independently across front and rear cylinder banks.

Manufacturing and Investment

The investment has funded a state-of-the-art manufacturing facility in Solihull capable of producing 8,000 motorcycles annually. The site, which opened in 2021, serves as Norton's global hub for research, development, and design. Recent expansion has increased the workforce by 25 percent in preparation for flagship Manx R production beginning early 2026.

"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," said Richard Arnold, Executive Director of Norton Motorcycles.

Design Philosophy

The company has unveiled a new logo designed to reflect its forward-looking approach while maintaining connections to its heritage. The product development involved 200 designers and engineers working across facilities in the UK, Italy, and India.

Chief Creative Advisor Gerry McGovern, known for his work at Jaguar Land Rover, collaborated with Simon Skinner, Norton's Head of Design, to develop the new models and brand direction. The design philosophy emphasizes what the company terms "Design, Dynamics and Detail," with four guiding principles: modernity, integration, drama, and connectivity.

"Our unique design strategy has been created to give every Norton a family continuity while allowing each model to have its own unique character," said Skinner. The design approach emphasizes reductivity, with the Manx R featuring minimal visible fixings, no aerodynamic wings, and clean surfaces.

The integrated design and engineering approach placed both disciplines on equal footing during development. Norton's design team focused on creating technical components as visual elements, describing the result as a "technical sculpture" inspired by high-end timepieces with exposed workings.

Model Range

The Manx shares the same design philosophy as the Manx R but is configured for street use with upright ergonomics and torque-focused power delivery. The Atlas models are positioned as middleweight adventure bikes featuring lightweight chassis, flexible powerplants, and advanced electronics suites.

The Atlas GT variant combines the adventure platform with road-focused specifications including lightweight alloy wheels and advanced rider electronics for daily commuting and touring applications.

Retail Expansion

Norton plans to expand its retail network to over 200 showrooms across the UK, USA, India, and Europe by early 2026. The company aims to re-establish itself in traditional markets while developing presence in India and South-East Asia through TVS's existing distribution infrastructure.