TVS-Owned Norton 6 new bikes

TVS-Owned Norton to Launch 6 New Bikes in India Over the Next 3 Years

TVS Motor Company, which acquired Norton Motorcycles for £16 million in 2020, is set to introduce six new bikes over the next three years, with plans to launch them in India. This move is part of a broader trend of Indian Original Equipment Manufacturers (OEMs) acquiring iconic British automotive brands, similar to Tata Motors’ acquisition of Jaguar Land Rover (JLR) in 2008 and Mahindra’s purchase of BSA Motorcycles in 2021.

Acquisition and Revitalization Efforts

Norton, a storied British motorcycle brand, had been struggling for years before TVS’s acquisition. Since taking over, the Hosur-based management team at TVS has been working diligently to revive the brand and put it back on a successful track. Despite these efforts, there had been no clear roadmap for Norton’s future in India until now.

New Models and India Launch

Sudarshan Venu, Managing Director of TVS Motors, revealed to Autocar India that Norton plans to launch six all-new models in India over the next three years. The first model is expected to debut in 2025 and will be available for sale in India shortly after its international release. These new models will not be based on the 650cc Atlas or Nomad, which were showcased in 2018. Instead, they will align with Norton’s new philosophy of Design, Dynamism, and Detail.

Positioning and Challenges

Norton will be positioned as a premium brand in India. However, TVS faces several challenges before launching Norton motorcycles in the Indian market:

Pricing: Norton models are currently priced higher compared to other mainstream motorcycles.
Engineering Issues: TVS has had to address significant engineering flaws in Norton’s existing product lineup, which has incurred substantial costs and time.
Customer Service: TVS has also invested in resolving existing customer issues, demonstrating good customer service despite not being legally obligated to do so.

The upcoming India-spec Norton motorcycles are expected to be more affordable than the current lineup while still maintaining the premium positioning intended by TVS.

Conclusion

Norton’s planned introduction of six new motorcycle models in India marks a significant milestone in TVS Motor Company’s strategy to revitalize the iconic British brand. By aligning with Norton’s new philosophy of Design, Dynamism, and Detail, and addressing key challenges such as pricing and engineering flaws, TVS aims to position Norton as a premium brand in the Indian market. This move not only highlights the growing influence of Indian OEMs in the global automotive landscape but also promises to offer Indian consumers a distinctive and premium motorcycle experience.

FAQs

What is the timeline for Norton’s new bike launches in India?

Norton plans to launch six new models in India over the next three years, with the first model debuting in 2025.

Will the new Norton models be based on previous models like the Atlas or Nomad?

No, the new models will not be based on the 650cc Atlas or Nomad showcased in 2018. They will follow Norton’s new philosophy of Design, Dynamism, and Detail.

How is Norton being positioned in the Indian market?

Norton will be positioned as a premium brand in India.

What challenges does TVS face before launching Norton in India?

Key challenges include high pricing compared to mainstream models, significant engineering issues in the existing product lineup, and resolving customer service issues from the previous management.

What was the acquisition cost for TVS to acquire Norton Motorcycles?

TVS acquired Norton Motorcycles for £16 million in 2020.

How has TVS addressed existing customer issues with Norton motorcycles?

TVS has invested in resolving customer issues even though it wasn’t legally obligated to do so, demonstrating good customer service.

Will the India-spec Norton motorcycles be different from the current lineup?

Yes, the India-spec Norton motorcycles are expected to be more affordable while still retaining their premium positioning.

What is the expected market impact of Norton’s entry into India?

Norton’s entry into India is expected to bring a premium motorcycle experience to Indian consumers and further the trend of Indian OEMs acquiring and revitalizing iconic British automotive brands.