TVS: Working on new Norton range

The new “super premium” models are expected about two years. Here’s what we know:

In 2022, TVS, a multinational motorcycle manufacturer from India, made a significant £100-million investment in Norton Motorcycles. As one would expect, an established brand like Norton would utilize such a substantial amount of money to grow and improve. Since then, we have observed several noteworthy advancements and breakthroughs from Norton, but nothing groundbreaking that truly signalled their return to the mainstream market.

TVS is increasing its partnership with Norton, which could lead to significant changes. According to various sources, TVS is working on a new range of motorcycles under the Norton name. In an article by AutoCar Professional, an Indian automotive publication, it was revealed that TVS Motor Company plans to introduce this new lineup for Norton in the UK by 2026. Currently, Norton primarily sells their premium bikes such as Commando 961, V4SV, and V4CR in the UK market, with a limited reach in other markets.

According to sources, Norton’s new product line created in partnership with TVS aims for the international market in the “super-premium” category. This segment has experienced significant growth in countries like Asia. In an interview with AutoCar Professional, TVS Motor’s CEO, KN Radhakrishnan, stressed the importance of maintaining a strong product pipeline and revealed that it may take up to six to eight quarters before the full benefits of this strategy are realized. Norton’s CEO, Dr. Robert Hentschel, also echoed this sentiment and highlighted the company’s focus on improving quality during their motorcycle launch.

According to certain sources, Dr. Hentschel raised concerns about the supply and quality of parts, ultimately choosing not to approve it. Avoiding customer complaints is crucial for Norton’s current journey, and their recent history has had some setbacks. Thankfully, TVS’s acquisition and new Norton leadership are determined to improve the situation.

According to Norton, their business plan consists of three main strategies: fixing, building, and flying. The initial stage involved revamping older bikes by redesigning them and surpassing current standards. Norton is actively expanding its UK dealership network and creating new models for the international market, which typically takes 2-3 years, according to Dr Hentschel.

So, what impact does this have on TVS? Being one of the largest motorcycle manufacturers in the world, this is a notable achievement for TVS as Norton’s motorcycles will add variety to their current product range by including premium offerings. The upcoming launch of TVS-developed Norton models will showcase the engineering and manufacturing prowess of TVS. While there is no official confirmation on the details of these new models, we can expect a wide range from high-performance sportbikes to versatile adventure bikes. Only time will tell.