Norton Plots Path to Global and Range Expansion

Norton took the occasion of Goodwood Festival of Speed 2024 to announce its first steps in a global expansion, with the USA, European and Asian markets to begin selling the British brand’s bikes. As well as the new sales partners, the famous name also announced that six new Norton models will be joining the roster over the next three years, although what those bikes will actually be is as yet unknown. 

What we do know is that Norton is looking to wind down the 961 Commando models, as was signified by the Final Edition versions of the machine, meaning we are likely to see the first all-new models from the British brand for quite some time.

Announcing the news was the senior leadership team from Norton, headed up by Sudarshan Venu, Dr Robert Hentschel and the recently hired Richard Arnold, formerly CEO of Manchester United. Speaking at the 2024 edition of FoS, Mr Venu, CEO of TVS Motor Company, said “Our vision, commitment and investment into the Norton brand is entering an exciting phase. We look forward to sharing that with motorcyclists across the world.” 

Norton’s CEO, Dr Robert Hentschel, also spoke at the event, and touched on the investment made by TVS into the brand, both in terms of bricks-and-mortar investment, hiring new talent, and re-engineering existing Garner-era bikes for customers. He said “The investment in research and development and leadership has us positioned to take six exciting products to countries across the world, with world-class quality and scale, spelling another epoch of success in the Norton story. Our focus on design, drivability and details will maximise the exciting opportunity for Norton as well as for those new customers that choose one of our motorcycles.” 

The next two or three years are going to be key for Norton, and with the new bikes confirmed, and new starter Brian Gillen no doubt already working on them, it’s also likely to be an exciting time for Norton fans.