What's happening at Norton? Sale to TVS, massive investment, new bikes...

This sorta makes sense.

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What's happening at Norton? Sale to TVS, massive investment, new bikes... What's happening at Norton? Sale to TVS, massive investment, new bikes...
 
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Their plan does sound reasonable.
Produce their small stuff under the BMW moniker.
Try to break into the medium and sportbike market with bikes produced under the Norton banner.

Also like that they are trying to "avoid the supply and delivery failures of Norton's past ownership,..";)
Maybe they could have said, "supply, support, and delivery failures.."

Anyway, let's hope for success.
 
Norton Motorcycles USA CEO Steve Radt on Bringing Norton Back to America, TVS Backing, and the Future of Dealer Experience

Steve Radt, Norton Motorcycles USA’s first hire and CEO, discusses building Norton’s U.S. subsidiary from scratch (LLC, licensing, homologation, facility, staffing, and dealer strategy) and Norton’s plan to return to the U.S. market.

He recounts his background in mechanical engineering, early Ducati roles, turning around and later selling Ducati/Triumph New York, and his work growing Polestar’s dealer network.

Radt explains Norton’s revival under TVS, including $300M invested, UK-based design/testing and manufacturing in Solihull for the V4 Manx R, with additional production planned in Hosur, India, and details TVS’s scale, quality culture, and BMW contract manufacturing.

He outlines a franchise-dealer approach, a planned U.S. launch target of November, a three-year/36,000-mile warranty, and a focus on reducing purchase/service friction through technology to improve ownership experience

00:00 Big Norton Ambitions
01:42 Meet Steve Radt
02:22 Norton NYC Backdrop
04:23 Restoration Shop Culture
05:47 Building Norton USA08:06 Jersey City HQ Plans
10:30 Engineering Roots Ducati Dream
12:25 Cagiva Chaos Typewriter Era
15:25 Back to Ducati Consulting Rise
20:47 Leaving Ducati Startup Detour
22:03 Saving Ducati New York
25:40 Mototainment Dealer Success
27:02 NYC Parking Tickets Elevator
29:51 Selling During COVID Surge
32:52 Polestar EV Network Growth
34:30 Why Return to Norton
37:10 TVS Buys And Invests
43:07 TVS Legacy and Halo
43:45 Quality Roots and Kaizen
50:19 Bus Line Origin Story
52:14 Norton Leadership Bench
55:02 Engineering Muscle in Bologna
56:27 Manx R Launch Timeline
57:21 Building the US Dealer Network
01:01:39 Frictionless Buying with Tech
01:05:48 Dealer Model and Norton Hub
01:10:49 Factory Scale and Logistics
01:12:12 Future Dealerships and AI
01:30:05 Product Roadmap and Accessibility
01:35:06 Closing Thoughts and Thanks

Steve Radt
 
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74ok said:
Norton Motorcycles USA CEO Steve Radt on Bringing Norton Back to America, TVS Backing, and the Future of Dealer Experience

Steve Radt, Norton Motorcycles USA’s first hire and CEO, discusses building Norton’s U.S. subsidiary from scratch (LLC, licensing, homologation, facility, staffing, and dealer strategy) and Norton’s plan to return to the U.S. market.

He recounts his background in mechanical engineering, early Ducati roles, turning around and later selling Ducati/Triumph New York, and his work growing Polestar’s dealer network.

Radt explains Norton’s revival under TVS, including $300M invested, UK-based design/testing and manufacturing in Solihull for the V4 Manx R, with additional production planned in Hosur, India, and details TVS’s scale, quality culture, and BMW contract manufacturing.

He outlines a franchise-dealer approach, a planned U.S. launch target of November, a three-year/36,000-mile warranty, and a focus on reducing purchase/service friction through technology to improve ownership experience

00:00 Big Norton Ambitions
01:42 Meet Steve Radt
02:22 Norton NYC Backdrop
04:23 Restoration Shop Culture
05:47 Building Norton USA08:06 Jersey City HQ Plans
10:30 Engineering Roots Ducati Dream
12:25 Cagiva Chaos Typewriter Era
15:25 Back to Ducati Consulting Rise
20:47 Leaving Ducati Startup Detour
22:03 Saving Ducati New York
25:40 Mototainment Dealer Success
27:02 NYC Parking Tickets Elevator
29:51 Selling During COVID Surge
32:52 Polestar EV Network Growth
34:30 Why Return to Norton
37:10 TVS Buys And Invests
43:07 TVS Legacy and Halo
43:45 Quality Roots and Kaizen
50:19 Bus Line Origin Story
52:14 Norton Leadership Bench
55:02 Engineering Muscle in Bologna
56:27 Manx R Launch Timeline
57:21 Building the US Dealer Network
01:01:39 Frictionless Buying with Tech
01:05:48 Dealer Model and Norton Hub
01:10:49 Factory Scale and Logistics
01:12:12 Future Dealerships and AI
01:30:05 Product Roadmap and Accessibility
01:35:06 Closing Thoughts and Thanks

Steve Radt
Click to expand...
Long watch but worthwhile. Some interesting insights into the workings of Norton and TVS.

Obviously a very savvy guy - looking to resolve franchise deallerships for sales in the US by the end of the year.
 
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Well the Atlas is all Indian built, the new engine is Ducati-based and Indian built and has been suffering quite a few quality issues (it is the largest Indian-built engine). Apparently the testing and development is going to be carried out in India.....
Don't get me wrong I really want Norton to succeed and understand the necessity for globally sourced parts and hope the Norton name is strong enough to attract younger sports bike riders. I love my 961 CR and consider myself lucky that considering all the turmoil Norton has gone through I have been able to end up owning such a unique bike.
 
iamabiker.com

Norton Atlas vs Norton Atlas GT comparison and top spec Apex variant details | Automotive News and Reviews

The all-new Norton Atlas and Norton Atlas GT represent a beautifully clean, modern, and quintessentially British take on adventure and sport-touring motorcycling. The company recently unveiled the specifications for these models and while that was a much welcome move, it created some confusion...
iamabiker.com iamabiker.com



www.cycleworld.com

2027 Norton Atlas and Atlas GT Technical Details Revealed

Norton has released technical details on its Atlas and Atlas GT adventure touring motorcycles. Pricing in the US is TBA, but here is everything we know so far.
www.cycleworld.com www.cycleworld.com
 
Clive said:
Well the Atlas is all Indian built, the new engine is Ducati-based and Indian built and has been suffering quite a few quality issues (it is the largest Indian-built engine). Apparently the testing and development is going to be carried out in India.....
Don't get me wrong I really want Norton to succeed and understand the necessity for globally sourced parts and hope the Norton name is strong enough to attract younger sports bike riders. I love my 961 CR and consider myself lucky that considering all the turmoil Norton has gone through I have been able to end up owning such a unique bike.
Click to expand...
Hi Clive , Can we still get parts for a Norton 961 ? The reason I ask is because if they don’t support their 961 what will happen down the road with these new models ?
 
Not my words above, but they ring true to me. My guess, there is’nt a Norton enthusiast anywhere in the world (including myself) that does’nt wish every component of a modern Norton were manufactured within a ‘stones throw’ of Birmingham - not realistic of course, nor the industry norm.

If they were though, the criticism would relate to price and accessibility (as in the past). So Norton uses all resources available to produce the Manx R at an accessible price and the criticism shifts to a diluted heritage. Understandable, to a degree, but a no win proposition.

For me, there is more than enough ‘Norton Birmingham’ in the Manx R - as that Brit worker wheels it off the production line and sends it to Southampton. If that were an Atlas being shipped directly from India though, without being within sniffing distance of newspaper wrapped fish’n’chips, I’d feel very differently.

It’s a balancing act Norton has to manage I guess - let’s hope they get it right.
 
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TonyA said:
Hi Clive , Can we still get parts for a Norton 961 ? The reason I ask is because if they don’t support their 961 what will happen down the road with these new models ?
Click to expand...
Hmmm don't know - we have had these discussions before; for car manufacturers it is said that they will keep so many years' supply but bikes? And how much stock did Norton have? There always seemed to be supply issues so I guess some will be in short supply. Next Time I see my contact I'll see if they have any idea.
Oh yes and no more bike servicing at the Solihull factory. Apparently a lot of staff there have come from Jaguar Land Rover whose factory is very close. At least they should have a decent idea about production lines and mass manufacturing.....
 
I would be interested to hear what 20-somethings thought of the Norton name and image. One I spoke to over the weekend went 'well it has racing history and is an iconic British brand'. Maybe a sports bike with the name which stands out from the crowd with bar-room kudos might appeal. So I wonder who will be tempted by the Atlas?
 
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