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TVS’s acquisition of Norton motorcycles in 2020 marked a pivotal moment in the British marque’s history, and significant developments have been underway since then. Originally purchased for 16 million pounds, TVS has invested a substantial 113 million pounds into Norton, poised to bear fruit starting next year.
New Norton Launches by 2025
Speaking with Sudarshan Venu, MD of TVS Motor, it’s clear there’s much anticipation surrounding Norton’s upcoming ventures. While initially refining existing models post-acquisition, Norton is now on the verge of unveiling its first completely new products under TVS’s stewardship.
Norton plans a rollout of six all-new motorcycles over the next three years, with the first slated for a 2025 debut and subsequent introduction in the Indian market soon after its international launch. These models will not draw from the previous 650cc Atlas or Nomad designs showcased in 2018.
Philosophy and Premium Positioning
Venu emphasizes that the new Norton motorcycles will embody Norton’s ethos of ‘Design, Dynamism, and Detail,’ maintaining the brand’s premium status in the market. This strategic direction suggests a departure from the exceedingly high pricing of current Norton offerings, such as the 961 and V4 families, which have seen limited sales due to their legacy status and past engineering challenges.
TVS has dedicated considerable effort to rectifying these issues post-acquisition, addressing customer concerns despite no legal obligation to do so. Looking forward, expectations are that the upcoming Norton range will strike a balance between affordability and premium appeal, reflecting TVS’s strategic vision for Norton’s future.
Future Prospects
These upcoming models represent Norton’s first entirely new offerings since joining forces with TVS, signaling a significant expansion and enhancement of the Norton brand under new ownership. As the motorcycle industry eagerly awaits these developments, the synergy between TVS’s engineering prowess and Norton’s heritage promises an exciting chapter in the brand’s storied history.
