TVS drives Norton Motorcycles' global revival with £200 million investment, India entry planned for 2026

Norton unveiled four new models -- Manx R, Manx, Atlas and Atlas GT -- at EICMA 2025 in Milan.

Norton Motorcycles is undergoing a major transformation under TVS Motor Company, five years after the Indian manufacturer acquired the iconic British marque. Backed by more than £200 million (Rs 2,321 crore) in capital investment and a new manufacturing facility in Solihull, Norton is preparing to re-establish itself as a global premium motorcycle brand, with India among the key markets in its next phase of expansion.

During a select media briefing, Norton Motorcycles Executive Director Richard Arnold said that the revival represents a complete turnaround in the company's history, driven by TVS's manufacturing capability, quality systems, and long-term vision.

"The capability of TVS is critical to us. They have won J.D. Power awards, year after year, in multiple categories, have an incredible manufacturing capability and quality assurance that goes with that, and after-sales support. So TVS is incredibly strong in that field. That is the reason BMW Motorrad chose them to be one of the only external producers of bikes and, correspondingly, that know-how and capabilities are being brought to us," he observed.

TVS acquired Norton in April 2020. The acquisition marked one of the most significant international expansions by an Indian two-wheeler maker.

At EICMA 2025 in Milan, Norton unveiled its Resurgence strategy, a long-term roadmap underpinned by TVS investment and engineering support. The company introduced four new models -- Manx R, Manx, Atlas and Atlas GT -- which mark the beginning of a product-led revival. Two more models will follow in 2026.

Arnold said the involvement of TVS has transformed Norton's capabilities across manufacturing and customer experience. "This is where the involvement of TVS has just been complete, total transformation from the capability that Norton has ever had in its history. TVS is totally focussed on very, very strong values of customer centricity, quality and customer service, and totally dedicated to the two-wheeler market. Coupled with that, tremendous international capability and reach, tremendous standards of quality and production, and an ecosystem and negotiating framework with the partners that form part of these incredible products, mean that we and partners are in a win-win situation," he added.

The transformation has been anchored by Norton's new Solihull facility, which can produce 8,000 motorcycles a year. Operating as a global hub for design, research and development, the site benefits from TVS's manufacturing systems and supply chain integration. The facility has seen a 25% increase in its workforce ahead of the production of new models.

Arnold credited this investment as the most significant in Norton's 127-year history. "The kind of investment (£200 million) TVS has made in Norton has not been seen in motorcycling previously. The amount of money that has been put into, not only in the factory, not just into the incredible engineers, but into all of the work that has been done testing the bikes, making sure that they are at the highest design, highest engineering and highest quality, all of that has come from the involvement of TVS. Norton has never had that in the past. And that is why this is one of the most pivotal moments in Norton's history," he noted.

The new models have been developed jointly by teams in the UK, Italy and India and follow Norton's design philosophy built around 'Design, Dynamics and Detail'. The Manx R and the Manx are sport-focussed motorcycles, while the Atlas and the Atlas GT cater to the adventure segment.

While Norton remains headquartered in the UK, India will play an important role in its next phase of growth. The company has started appointing dealers in the country as part of a broader global retail rollout. "We are opening up in the European Union (EU). We have been incredibly fortunate in the position that we are in, in terms of being able to choose between dealers in different locations. We are lining up dealerships in India. That process is very much live at the moment. We are already starting that process in the USA. And then, the UK, our home market," Arnold said.

Arnold noted that Norton's dealer expansion will span the EU, India, the USA and the UK through 2026. "So, EU, India, the USA and the UK, all running through the next year (2026). In the EU -- France, Germany, Italy, Spain and then other parts. The markets I described are the ones that we are focussing on at the beginning. Over time, we will expand to other markets," he added.

Norton is targeting a retail network of about 200 dealerships within three to five years. "We really are looking at a luxury product, and we want the service to be commensurate with that. And correspondingly, we will be very measured in how we appoint dealers," Arnold said.

The company expects its entire range to reach Indian showrooms in 2026. "All of our products will be available in India. They are all coming through in 2026. Some bikes are designed with the Indian consumer in mind, in terms of the capacity sizing and the relative mix. We are confident with the appeal of the bikes," Arnold opined.

Globally, Norton is targeting annual sales of around 20,000 units within the next few years. "The volume we have communicated is to achieve 20,000 units a year within the period that we are looking at," he said, adding that to be a global competitor and a global player, that is the threshold that becomes credible, and we are already well on the road to appointing the dealers to make that happen.

TVS has grown into one of the largest two-wheeler producers globally, manufacturing and selling over 4.6 million units last year. This year, the company has recorded twelve consecutive quarters of revenue growth and reported its highest-ever annual turnover of £3.39 billion (Rs 39,426 crore). With a market capitalisation of £10.7 billion (Rs 1,24,430 crore), TVS ranks among India's most valuable companies. Its ability to combine scale with precision manufacturing, Arnold said, gives Norton the confidence to deliver world-class products.

(The reporter was at Norton Motorcycles' manufacturing facility in Solihull at the invitation of TVS Motor Company.)