Norton Motorcycles: New horizons in sight

10. January 2024

2 min read

The British company Norton Motorcycles is known for its impressive history in motorcycle construction. Recent developments suggest that the company, which has been under the management of TVS Motors since April 2020, is planning a new range of motorcycles. This development follows a series of significant events, including the acquisition by TVS Motors and the opening of a new headquarters just 18 months later.

Quality over quantity: the Norton way

Dr. Robert Hentschel, CEO of Norton, outlined his philosophy on quality assurance in a recent interview with MCN’s Dan Sutherland: “I’d rather have a high quality product than customer complaints, which we can’t afford right now at Norton.” This statement reflects a clear move away from previous challenges that had caused some riders to question the durability of Norton bikes.

From the past to the future: Norton’s three-phase plan

Norton’s current focus is on a three-phase plan: “Repair, Build, Fly”. Having completed the first steps of repairing older models and building a dealer network in the UK, the focus is now on developing a new product family. According to Hentschel, the development of a motorcycle takes between 24 and 40 months, which indicates a careful and thoughtful approach.

What can we expect from Norton?

Norton’s future product line will be unveiled at their flagship store at 386 Old Street (UK). These new models are expected to be different from previous models, while remaining true to Norton’s luxury strategy. With the launch of this range, Norton plans to expand its global footprint once homologation standards are met.

Summary and outlook

Norton Motorcycles is at an exciting turning point. With a focus on quality, innovation and global expansion, the company is poised to consolidate and expand its position in the motorcycle market. The enthusiasm and passion for motorcycles that is evident in every step of Norton’s journey promises an exciting future for the long-established company.

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