Norton Motorcycles has officially announced its Resurgence Strategy at EICMA 2025 — a transformative plan powered by over £200 million in investment from TVS Motor Company since its acquisition in 2020. This long-term vision marks a complete rebirth for the legendary British marque, centred around its core pillars — Design, Dynamics, and Detail — to create the world’s most desirable motorcycles.
At the heart of this resurgence is Norton’s state-of-the-art Solihull headquarters, serving as a global R&D and manufacturing hub with an annual capacity of 8,000 units. Benefiting from TVS’s vast manufacturing expertise while retaining independent British design, the company has expanded its workforce by 25% to prepare for its next-generation Manx and Atlas model lines.
Unveiled globally at EICMA, the Manx R and Manx sport models showcase Norton’s renewed focus on emotional design, real-world performance, and engineering precision. Alongside them, the Atlas and Atlas GT adventure bikes will redefine modern exploration with British craftsmanship and cutting-edge innovation.
The Resurgence Strategy also introduces a new Norton logo, symbolizing the brand’s modern identity while staying true to its 127-year legacy. Backed by TVS’s financial strength, global reach, and industrial discipline, Norton is set to re-establish itself across key markets in the UK, Europe, the US, and Asia — with over 200 new dealerships expected by 2026.
With a renewed focus on craftsmanship, performance, and rider-centric innovation, Norton’s revival represents the seamless fusion of British heritage and global engineering excellence — ushering in a new era for the storied brand.
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