Norton to launch six bikes in three years

TVS purchased Norton motorcycles all the way back in 2020 and the company has been working tirelessly since to revive the iconic British marque. While the company was bought for a relatively low 16 million pounds, TVS has since poured in a total of 113 million pounds into this investment and we will start to see the fruits of that from next year on.

In a recent conversation with Sudarshan Venu, MD TVS Motors we learned that there is a lot to look forward to from Norton in the coming years. While the company has been selling refined and improved versions of the existing products that were around before the TVS acquisition, we are now close to seeing the first of the brand new products developed after the TVS takeover.

Norton plans to launch 6 all-new motorcycles over the next three years. The first of these motorcycles will debut in 2025 and it will also go on sale in India soon after the international launch. These new models will not be based on the 650cc Atlas or Nomad which were showcased in 2018.  

TVS Motor MD Sudarshan Venu tells us that the new Norton motorcycles will follow the company’s philosophy of Design, Dynamism and Detail. He also shared that Norton will remain a premium brand. 

That being said, it should be safe to assume that the current Norton line up’s extremely expensive pricing is not an indicator of what is to come in the future. The company’s current 961 and V4 family of bikes are priced higher than almost all mainstream manufacturers and as a result have sold in very few numbers. What’s important to consider is that these bikes were legacy products from before TVS bought the brand. Moreover, they had some significant engineering issues and TVS spent a long time fixing these problems. The company also took it upon itself to address existing customer woes from before the purchase - despite the fact that it had no legal requirement to do so. 

We can assume that the new range of motorcycles will be more affordable than the current line up while still retaining the premium positioning that TVS is keen for Norton to command. These will be the first all-new products since the TVS-takeover of the 126-year old British brand and they will contribute towards a significant scale up of the Norton operation.