TVS-Owned Norton to Launch Six New Bikes in India Over the Next Three Years
TVS Motor Company, which acquired Norton Motorcycles is preparing to introduce six new models in India over the next three years. This follows the trend of Indian OEMs acquiring iconic British automotive brands, such as Tata Motors’ acquisition of Jaguar Land Rover (JLR) in 2008 and Mahindra’s purchase of BSA Motorcycles in 2021. TVS‘s acquisition of Norton Motorcycles in 2020 continues this pattern, aiming to revive the struggling British brand.
Under the management of TVS, Norton has been working diligently to regain stability and chart a clear future path. A recent report suggests that Norton will soon enter the Indian market. They plan to launch six new models in India within the next three years, with the first model debuting in 2025. This model is expected to go on sale in India shortly after its international debut.
The upcoming Norton models will not be based on the 650cc Atlas or Nomad, which were showcased in 2018. Instead, these new models will align with Norton’s new philosophy of Design, Dynamism, and Detail. Venu also stated that Norton will be positioned as a premium brand in the Indian market.
However, before Norton enters India, TVS must address several challenges. For instance, many Norton models are currently overpriced compared to mainstream competitors. Additionally, TVS has had to rectify significant engineering flaws in Norton’s existing product lineup since the acquisition, incurring substantial costs and time. Despite not being legally obligated, TVS has also resolved issues faced by existing Norton customers as a gesture of good customer service.
Although it is speculative to predict exact outcomes, it seems likely that the India-specific Norton models will be more affordable than the current lineup while retaining their premium positioning. TVS aims to make Norton competitive in the Indian market without compromising the brand’s luxurious appeal.
TVS Motor Company’s acquisition of Norton Motorcycles is part of a broader trend of Indian companies purchasing renowned British brands. With a plan to launch six new models in India by 2025, Norton is set for a significant comeback. The success of this venture will depend on TVS’s ability to overcome existing challenges and effectively position Norton as a premium yet affordable brand in the Indian market.
