Norton Motorcycles: Welcome To A New Era

"The future belongs to those who believe in the beauty of their dreams." - Eleanor Roosevelt.

Norton was born in Birmingham in 1898. In 1902, Norton unleashed their maiden motorcycle onto the world, and by 1907, they were already racing and winning, taking a win at the inaugural IoM TT .

This week, Norton started revealing to the world a new era for the brand. They are about to turn the page on the next chapter of the Norton story. 

We are set to witness the most significant moment in Norton's 127-year history, with the release of SIX new bikes. Not one or two, but six, over the next couple of years. 

The 1907 TT win was the foundational moment that truly put Norton on the map and ignited its legendary status in motorcycling history. However, 2025 will go down in history as a pivotal moment in the brand's legacy.

“It‘s not just a new motorcycle or two, this is Norton‘s resurgence”. 

In April 2020, Norton Motorcycles was reborn with the investment and support of TVS Motor Company. With the ability to produce approximately 4.95 million PTW (Powered Two Wheelers) annually, TVS Motors is the 3rd largest manufacturer of motorcycles globally.

At Goodwood FoS in 2024, Norton revealed that TVS Motor Company has committed  £200m  across the life of the investment, in new product development, facilities, research and development and world-class quality engineering. 

Exciting product launches are being planned, with six new models being unveiled to the world

So far, under TVS, Norton has only sold in the UK, but this new chapter is preparing for international expansion with an initial focus on the USA, Germany, France, Italy and India.

Counting down to a full reveal on November 4th, Norton will show how design, heritage, performance, engineering and craftsmanship are the five key pillars of Norton‘s brand DNA, the essence of Norton.

So far, Norton has teased us with a single image and sound byte, and I’ve just seen some spy shots of the first bike being tested on the road. It's a new V4 superbike, with what looks like semi-active or active suspension and very high-quality components, like brakes, for example.

I recently had the pleasure of talking with Richard Arnold, Executive Director of Downstream Operations. He said the five new bikes will be premium in their respective categories. As a side note, Richard has not one, but two Norton V4S and a 961, himself.

To enable this transformation, TVS has assembled a collection of the best and brightest, with CVs that include names like, Manchester United FC, Jaguar Land Rover, BMW, Valmet Automotive, Ricardo Deutschland, Lotus Engineering, and MV Agusta. 

The leadership team looks like this:

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Nevijo Mance

Executive Director, Upstream Operations

Appointed in November 2024, Nevijo oversees Norton's upstream operations, including product design, engineering, manufacturing, procurement, and quality control. He brings extensive automotive experience from senior roles at Jaguar Land Rover and BMW.

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Richard Arnold

Executive Director, Downstream Operations

Richard joined Norton in late 2024 to lead downstream operations, encompassing marketing, sales, distribution, and customer relations. Formerly CEO of Manchester United, he brings significant commercial and brand development expertise. Richard also owns two Norton V4 superbikes and a 961.

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Dr. Robert Hentschel

Non-Executive Director

Previously CEO from 2021, Dr Hentschel transitioned to a Non-Executive Director role in November 2024. He was pivotal in Norton's transformation, establishing a new manufacturing facility and strengthening its foundations under TVS ownership.

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Sudarshan Venu

Joint Managing Director, TVS Motor Company

Sudarshan, Managing Director of Norton's parent company, TVS Motor, guides Norton's strategic direction. He was instrumental in TVS's acquisition of Norton and is driving its revival and global expansion, including new model development.

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Sir Ralf Speth

Chairman, TVS Motor Company

Appointed Chairman of TVS Motor in January 2023, Sir Ralf contributes significantly to Norton's transformation. He is a highly respected automotive executive, renowned for his tenure as CEO of Jaguar Land Rover.

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Brian Gillen

Chief Technology Officer (CTO)

Joining in February 2024, Brian leads innovation and product development at Norton. With over 15 years at MV Agusta, he brings extensive R&D, engine, and vehicle design expertise, aiming for cutting-edge, premium motorcycles.

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Between now and the reveal on 4th November, expect to see hints and teasers, enough to wet your whistle and create desire.

I know as much as you do, and I can’t wait to see what comes next.

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