At Norton Motorcycles everything is all about a new beginning. At the head office in Solihull, a large -scale refit is currently being finished, which prepares the factory for the production of a completely new generation of motorcycles.
Since the acquisition by the Indian TVS Motor Company in 2020, Norton has had a second life. In the meantime, more than £ 200 million has been invested to put the iconic British manufacturer back on the map. The result: a completely new line-up, with a brand new flagship that will make its debut later this year.
British pride with Indian pennies
The investment has already led to a growth of around 25% in staff and a complete refit of the production halls. Norton thereby positions Solihull as the “Global Center of Excellence”. In normal Dutch: it must be the place where design, performance and production come together – and where Norton will finally come true.
“Norton’s Solihull HQ is the heart of our global comeback strategy. With this investment we ensure that Norton again sets the measure of design, technology and performance.”
Nice words, but as always: the proof will soon be in the engines, not in the PowerPoint presentations.
New looks, new beginning?
In addition to the models themselves, the branding also gets a makeover. It must all be more modern, fresher and more “premium”. The first real unveiling will be on November 4 during Eicma in Milan. Until that time we have to make do with teasers on social media, where Norton is already slowly winding the new flagship.
Whether Norton really fulfills the resurrection this time or rises again in grand promises, we will see that at the end of this year. One thing is certain: with TVS such as Deep Pug and the British pride in Solihull, Norton may have the best chance in decades to come back where it belongs – in the shop window of the motorcycle world.
– Thanks for information from Motorfreaks.