TVS Motor Company announces Norton Motorcycles’ Resurgence strategy unveiled at EICMA 2025, backed by over £200 million investment by TVS since April 2020. The resurgence includes new models, a dynamic logo, and expansion of manufacturing and retail networks. Norton aims to combine British heritage with global manufacturing capabilities. The new Manx R model is slated for early 2026.
Norton’s Transformation
Norton Motorcycles, under TVS Motor Company, has revealed its Resurgence strategy at EICMA 2025, highlighting a strategic transformation since TVS’s acquisition in April 2020. This strategy is supported by a substantial investment exceeding £200 million from TVS Motor Company.
Key Highlights of the Resurgence
- Spearheaded by four all-new Manx and Atlas models.
- Introduction of a dynamic new logo.
- Significant capital investment and engineering discipline.
- Advanced new Solihull manufacturing facility.
- 25% growth in Norton’s workforce expected by early 2026 with the launch of the flagship Manx R model.
- Planned retail network to exceed 200 showrooms globally.
New Models and Design
The resurgence focuses on Design, Dynamics, and Detail, creating desirable motorcycles that combine modernity, luxury, and reductivity. The Manx and Manx R exemplify Norton’s commitment to technical innovation and emotional design. Atlas and Atlas GT adventure bikes will rejuvenate the middleweight category.
Manufacturing and Expansion
Norton’s Solihull site, opened in 2021, represents a physical embodiment of this transformation, with the capacity to build 8000 motorcycles a year. This facility benefits from TVS’s manufacturing systems while maintaining independent design and brand control in the UK.
Manx R: The New Superbike
The all-new Norton Manx R is the standard-bearer of Norton’s resurgence, embodying innovation, emotional design, and real-world performance. It features:
- All-new 72-degree 1,200 cc V4 engine
- Semi-active Marzocchi suspension
- Brembo Hypure brakes
- Carbon fibre body panels and wheels
- 8″ Touchscreen TFT cluster
Future Outlook
Norton aims to re-establish itself in traditional markets while expanding into India and South-East Asia. The goal is disciplined growth, focusing on consistent quality and reliability. Norton also aims for over 200 global retail locations from the beginning of the 2026 season.
Source: BSE