While the year 2020 will be known almost exclusively for something else, for Norton Motorcycles the year marks a key point in the brand’s 100+ year history.
It is the year that the British marque collapsed in on itself, with accusations of fraud and mismanagement, and was then bought by India’s TVS Motor. The full history of the brand is still being learned and written in its most current chapters, but our eyes are already turning to the future of Norton Motorcycles.
Talking about his company’s acquisition of the Norton, Sudarshan Venu (Joint Managing Director of TVS Motor) has already given us some indication on what to expect.
For starters, it would seem that Norton is to remain a premium motorcycle brand, and that production will remain in Great Britain (moving soon from Donington Park to somewhere else in Leicestershire).
For now, Norton will focus on restarting production on the Dominator, Commando, and V4 models – with an eye too on bringing the Atlas platform to market.
For TVS, this strategy makes a great deal of sense. The Indian manufacturer can bring to the table what Norton needs most: a stable cash flow. But, the Norton brand can also do something for TVS that the Indian needs to grow: a turnkey premium offering.
This is perhaps the biggest driving factor behind the TVS acquisition of Norton, as the purchase gives TVS a foothold into the Western markets that its TVS name would have taken years, if not decades to achieve.
TVS seems to be taking the correct approach with Norton as well, letting the British marque operate independently and appropriately in its relevant markets.
With the news that Norton will not develop small-displacement machines with TVS motors in them, the brand is free to grow and take on other premium offerings, like BMW, Ducati, and Triumph.
Norton will benefit not only from the buying power and financial stability that comes from TVS, but it also has a ready partner in the Indian market, which is burgeoning for premium marques like Norton.
By all indications, the best times for Norton are ahead of it.
Source: Car & Bike
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