Norton Motorcycles is introducing a bold new product and brand refresh at EICMA 2025

• Strategic renewal
• A powerful new logo, faithful to Norton’s Time, features this seismic transformation
• The iteration is made possible by significant investment, strong engineering training and a comprehensive international approach
• 25% growth in Norton Workforforforforce advance Manx r model early 2026
• Organized network of over 200 shows in the UK, USA, India and Europe

Milan – Norton Motorcycles has revealed its renewal strategy at EICMA, a long-term approach to the investment of TVS motorcycles in April 2020. This rebirth is based on Norton’s Models – A combination of design, power and details that will create the most desirable motorcycles in the world.

Benefiting from a previous investment of £ 200 million in production and the company’s headquarters in Solihull, the rebirth of Solton within the TVS family is a balancing act and a restructuring of the brand. This strategy of re-removal is not built on Nostalgic Marketing Rhetoric, but on significant investment, engineering excellence, unattainable design and a cascade of new models that lead to defining Norton’s position in the future.

Norton’s new high-end Solihull site, which opens in 2021, represents the culmination of this change. Acting as a Global Hub for research, development and design, it has a capacity to build 8000 motorcycles per year. It benefits from extensive TV production systems and supply chain infrastructure, while maintaining independent design and product control in the UK. A recent expansion and revamp of the Manx Model line’s production readiness has led to a 25 percent increase in staff.

Today’s global rut for two Flags models

The Manx and Manx r Sport models exemplify Norton’s unwavering commitment to technical excellence, emotional design, and real-world performance. The new atlas with atlas and atlas gt are limitless adventure bikes that will renew the concept of bad machines with torque that goes equally well at home and on the road.

Norton’s renaissance is celebrated by its all-new logo, a forward-looking and thoughtful interpretation of Norton’s past trusted brand elements but looking for a new age for Norton. It is inspired by the positive activities of the company in the last five years.

Founded in 1898 by James Landowre ‘Pa’ Norton, Norton began life not as a Birmingham-based bicycle manufacturer but as a supplier of parts to the two nascent trades. In 1902 Norton produced its first real motorcycle – the Ensergette, powered by a small clement engine – and in 1908 the firm was building machines with its single cylinder engines. Over the following decades, Norton would evolve through successive owners, financial boosters and upheavals, but always bound by the Twin Pillars of Engineering Innovation and Ambition.

From its earliest days, Norton’s engineering identity has been shaped by experimentation and practice. Its pioneering 1921 Model 1, known as the Big Four Fines in the 4 hp tax bracket, and the 1927 Norton CS1, designed by Walter Moore, in Elemplified Engineering Shift from Side-Valve Design. Norton success quickly followed: between 1931 and 1939, Norton won seven of the nine top 500cc TTSs, with a reputation for reliability and speed.

TVS Motor Company (TVS) is one of the most respected and unmatched motorcycle manufacturers. The flagship of the TVS Colossal TV family, it combines more than a century of industrial heritage with a modern engineering tradition with an uncompromising focus on precision, reliability and innovation.

Norton’s immediate focus has shifted from its traditional heartlands – the UK, Europe and the United States – while developing its domestic market potential in India and South-East Asia to create a wider customer base. The goal is not rapid expansion but directed growth: Consistent quality, reliability, supply and compatibility will remain the same as before. Norton Repergent’s challenge is to prove to riders and regulators alike that its motorcycles are as powerful and refined as they are beautiful and desirable.