Norton Motorcycles: Entering a new era and expanding globally

24. July 2024

4 min read

Norton Motorcycles, part of the TVS Motor Company Group, announced its plans for global expansion at the Goodwood Festival of Speed 2024. With an investment of £200 million (approx. 230 million euros, 255 million USD), the company plans to launch six new models in the coming years and expand its presence internationally.

Management team unveils plans

At the Goodwood Festival of Speed, Norton welcomed a delegation of international journalists. The management team – consisting of Sudarshan Venu, Dr. Robert Hentschel and Richard Arnold – presented the brand’s vision and explained the strategy for global expansion. Sudarshan Venu, Managing Director of TVS Motor Company, emphasized: “Our vision, commitment and investment in the Norton brand is reaching an exciting phase. We look forward to sharing this with motorcyclists worldwide.”

Investment and new products

TVS Motor has invested £200 million in new product development, facilities, research and development and world-class quality engineering. Starting next year, six new models will be introduced over a three-year period. These new Norton motorcycles follow the company’s philosophy of ‘design, dynamics and detail’. International expansion will initially focus on the USA, Germany, France, Italy and India.

Management team and expertise

Richard Arnold, newly appointed Executive Director and former CEO of Manchester United Football Club, brings his expertise to the company. Bringing together the right leadership team has put Norton in the best position to realize its planned growth. Dr. Robert Hentschel, CEO of Norton Motorcycles, explained the development and engineering work behind Norton’s current and future models, which is driven by the support of TVS Motor.

Technical developments and models

Thanks to TVS Motor’s investment, research and development at Norton has been significantly improved. This can be seen in the One of One V4SV, inspired by Steve Hislop’s ‘White Charger’, which mastered the Goodwood Hillclimb every day of the festival. Dr. Hentschel said: “The investment in research, development and leadership enables us to bring six exciting products with world-class quality and scalability to different countries, marking another successful chapter in the Norton story.”

The importance of Norton’s history

Richard Arnold spoke about the future direction of the brand, global distribution and the importance of maintaining the Norton heritage. This year also saw the completion of fulfillment and delivery of orders for customers of the previous company, following an investment of £2.3 million (approx. 2.6 million euros, 2.9 million USD) in the development and re-engineering of the Commando and V4 platforms. Arnold emphasized: “The Norton legacy is extensive and plays a key role in our development as a global brand. It is important that we prioritize our customers both in the present and in the future.”

Conclusion

Norton Motorcycles is at the beginning of an exciting phase of expansion and development. With significant investment and a clear vision for the future, the company is ready to enter new markets and inspire motorcyclists worldwide. The coming years promise exciting developments and new models that will further strengthen the traditional Norton brand.

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