Norton Motorcycles Relaunch Brand at EICMA
Norton Motorcycles has (once again) announced a relaunch strategy. Details of the latest long-term plan shared at EICMA include the introduction of four all-new models and a new logo, as well as details about significant investments made into R&D, workforce growth, and an expansion of retail operations that will exceed 200 showrooms across Europe, India and the United States.
Norton produced its first motorcycle, the Energette, in 1902. By 1908, they were manufacturing motorcycles featuring their own single-cylinder engines. Over its storied, tumultuous history, the brand has launched many pioneering innovations.
The TVS Motor Company (TVS), who acquired Norton Motorcycles in April 2020, have invested over £200 million ($229 million USD) in an effort to revive the legendary brand.
Rather than relying on nostalgic marketing rhetoric, the company says it is focusing its attention on engineering excellence as they develop new, innovative models that look towards the future while evoking the past. Investments into the Solihull headquarters demonstrate its commitment to maintaining design, manufacturing, and brand control in the UK, although it will benefit from TVS’ manufacturing systems and supply chain network.
All-new Manx and Manx R will serve as the flagships while the Atlas and Atlas GT middleweight adventure bikes will usher in a new era for the brand.
Marketplace Inventory
Dustin Woods
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