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

Beat me to it Jan I’ve been keeping a close eye on that engine platform in BMW guise itl be interesting to see what it reacts like vibe wise certainly nice to see something different

"the relatively affluent riders over here are sure to be a tempting target, and the US has previously been mentioned as a key part of the company’s plans for the future."

Not this again??? Evidently, they don't read the same news everyone else does about the motorcycle industry as a whole. Those "relatively or otherwise affluent" riders won't be riding Nortons.

Even their own market is down. India- Motorcycle sales plunged ~22–23% in April 2025 year-over-year, largely due to a dramatic production cut at Hero MotoCorp and subdued urban demand
Global Q1 2025: Despite pockets of growth (Latin America +22%, ASEAN +4%), declines in North America (−9.5%), Europe (−16.6%), and Asia (China down 2.4%, Japan down 4.6%) led to mixed results: global sales rose only 3% to 15M units

Harley‑Davidson: Suffered a 24–28% slump in Q1 retail sales, slashed forecasts, withdrew guidance, and warned of tariff impact—citing a 21–23% global decline .
U.S. market: April sales dropped ~7.4% and year-to-date down ~8.8% through April

Dealership inventories are piling up, financing is tougher, buyers are delaying purchases, and even flagship brands are closing stores.

So, entering a "new" brand into a US market along with CF and others who will be rolling out similar CC'd bikes . Plus how many 350- 500cc bikes do we need out there?


They are going to end up being a rebadge of a forgotten badge at some point if they are not careful.

direct to the norton 450 part of the vid


TVS is all set to launch/showcase four new products this year. We are likely to see the Apache RR 450, a new premium electric scooter and an electric bike along with a new CNG three-wheeler as well. And we also know that TVS will launch the Norton brand in India before 2025 comes to a close. Of course, there will be super premium motorcycles that will go on sale but the excitement and maximum growth will be the 400-650 cc segment. Now, TVS and Norton have already confirmed that they are looking at engine options in the mid-size segment and exploring single-cylinder and parallel-twin engine platforms. But what is now confirmed is that TVS will make use of the 450 cc parallel-twin engine platform which BMW developed and also showcased at EICMA 2024, in the BMW F 450 GS.

Norton Working On Mid-Capacity Motorcycles; Likely Launch In Late 2026​

TVS-owned Norton Motorcycles is working on 400-650 cc motorcycles, with single-cylinder and twin-cylinder engines platform being worked upon.
https://www.ndtv.com/auto/norton-wo...otorcycles-likely-launch-in-late-2026-8393455

450 norton
https://www.google.com/search?client=firefox-b-d&q=450+norton

Alongside the 450cc project, TVS is also gearing up to launch the Apache RTX 300, based on a new platform that will later include other models, including a SuperMoto version expected next year.

TVS Confirms Apache 450cc, Norton 450cc Bikes Under Development​

TVS Motor Company has officially confirmed the development of a new range of 450cc motorcycles, including models under its own Apache brand and the UK-based Norton. These bikes will be built around BMW’s new 450cc engine platform, first seen in the upcoming F450 GS, which is set to launch later this year.

Apache 450cc, Norton

Google Search

Quite a lot of ‘hype’ in this write up, but regardless, seems like a significant hire and a sign Norton are getting ready to,release their new range.

Stephen_Spencer said:

Quite a lot of ‘hype’ in this write up, but regardless, seems like a significant hire and a sign Norton are getting ready to,release their new range.

Massimiliano Gerbi Takes the new Helm for EU Expansion - Adrenaline Culture of Speed

Massimiliano Gerbi Takes the new Helm for EU Expansion The legendary Norton Motorcycles, synonymous with British heritage and exhilarating performance, just supercharged its European ambitions with the appointment of industry titan Massimiliano Gerbi as its new Regional Director for the EU. This...

livingwithgravity.com

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Sounds all too familiar. Again.

NorTriDuc said:

Sounds all too familiar. Again.

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I hesitate to ask but, …….. ‘all too familiar…again’?

Six new Norton motorcycle models are being planned over the next three years, with two of them to be launched later in 2025, car&bike has learnt. Norton Motorcycles was acquired by TVS Motor Company in 2020, and the brand is being readied for an India launch later this year as well. Initially, the Norton Motorcycles brand is likely to make its debut with premium models, based on the current 961 cc parallel-twin and 1,200 cc V4 platforms, but more models, based on a new 300-450 cc single-
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Among the new models being planned, some will be positioned to take on market leader Royal Enfield in the 350-450 cc segment, as well as the 650 cc segment. In January 2025, we had reported on the development of these two new platforms which will have models under the Norton Motorcycle brand and made in India. While the initial focus will be on establishing the Norton brand with its premium products, the eventual target will be volumes, both in India and overseas markets, and the new models based on the two new platforms will be leading that strategy.
cylinder platform as well as a 650 cc twin platform are expected in future.
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Exclusive: Norton Motorcycles Working On Two New Platforms For India

carandbike has learnt from sources that at least two new platforms, one on the 350-450 cc segment and the other, around 650 cc, are under development.

www.carandbike.com

Norton Motorcycles has showcased its Norton V4SV superbike and the Norton V4CR cafe racer at the ongoing Bharat Mobility Global Expo at Bharat Mandapam in Delhi. While its top-of-the-line models are being showcased to gauge audience reaction and create brand awareness, Norton’s parent company, TVS Motor Company is developing two new platforms that will be put to use by the iconic British brand. At least one of these platforms, likely to be between 350-450 cc, will be made for India, the world’s largest motorcycle market.
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Sources at Norton Motorcycles have revealed to carandbike that the platforms are in an advanced state of development. While the 350-450 cc platform will target India and other developing markets, the 600-650 cc platform will be a global platform also targeting Europe. In addition to developing both these platforms, TVS Motor Company will also look at creating more brand awareness for the Norton brand, which was acquired by the Indian manufacturer in 2020.

Stephen_Spencer said:

I hesitate to ask but, …….. ‘all too familiar…again’?

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I believe you’re intelligent enough to understand.

NorTriDuc said:

I believe you’re intelligent enough to understand.

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You’re quite right, he is.

Don’t respond any further to such ‘trigger and respond’ traps.

Fast Eddie said:

You’re quite right, he is.

Don’t respond any further to such ‘trigger and respond’ traps.

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Nothing ‘trigger and respond’ about this FE, just a bit of sarcasm - you use it quite a bit yourself.

NTD has been very ‘forthright’ in his opinions since joining the site which is all good - hence a bit of playful sarcasm though.

Norton has hired a high profile staff member - so what is ‘all too familiar….. again?

I do not know what he means, hence the question. Do you?

Stephen_Spencer said:

Nothing ‘trigger and respond’ about this FE, just a bit of sarcasm - you use it quite a bit yourself.

NTD has been very ‘forthright’ in his opinions since joining the site which is all good - hence a bit of playful sarcasm though.

Norton has hired a high profile staff member - so what is ‘all too familiar….. again?

I do not know what he means, hence the question. Do you?

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Now I’m confused… first you say it was “sarcasm” and then you say “I do not know what he means, hence the question”.

Nevermind.

I think his comment was self explanatory and I think you think so too !

You are trying (consciously or not I do not know, but let’s assume not) to create a response, which you’ll then respond back to, and so will he, and before we know it we have another topic that’s spiralled into negative argument.

This is the pattern we have repeated many times.

You carry on if you wish. I’m not playing.

Fast Eddie said:

Now I’m confused… first you say it was “sarcasm” and then you say “I do not know what he means, hence the question”.

Nevermind.

I think his comment was self explanatory and I think you think so too !

You are trying (consciously or not I do not know, but let’s assume not) to create a response, which you’ll then respond back to, and so will he, and before we know it we have another topic that’s spiralled into negative argument.

This is the pattern we have repeated many times.

You carry on if you wish. I’m not playing.

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I detect an unsavoury element creeping into this wonderful site.
It was set up to offer support and help in perplexing world of modern-ish Nortons.
Can we keep it that way.

Fast Eddie said:

Now I’m confused… first you say it was “sarcasm” and then you say “I do not know what he means, hence the question”.

Nevermind.

I think his comment was self explanatory and I think you think so too !

You are trying (consciously or not I do not know, but let’s assume not) to create a response, which you’ll then respond back to, and so will he, and before we know it we have another topic that’s spiralled into negative argument.

This is the pattern we have repeated many times.

You carry on if you wish. I’m not playing.

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I’ve no idea what he means. I posted the last two significant Norton staff hires without a single response?

A little sarcasm in the way I asked the question for reasons explained.

The scenario you outline ‘left the building’ quite some time ago - until your posts above. Was’nt interested then. Not interested now.

Stephen_Spencer said:

The scenario you outline ‘left the building’ quite some time ago - until your posts above. Was’nt interested then. Not interested now.

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We agree !

Let’s move on.

MAK said:

I detect an unsavoury element creeping into this wonderful site.
It was set up to offer support and help in perplexing world of modern-ish Nortons.
Can we keep it that way.

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I was (perhaps ineffectively) trying to prevent, not cause.

Certainly wasn’t my intent to be ‘an unsavoury element’ !!

I think the last time I earned an accolade like that was when I was at school !

I’ll get me coat …

How long do they believe they can survive?

They'll survive as long as TVS continue to back them. Norton are a start up company, most of the costs have been from the development of the new factory and new bikes, none of which have been sold yet. Nothing unusual, the 961 and V4s are placeholders, I'm sure Norton didn't expect these bikes to sell in big numbers or make any profit. When, or if Norton start to make money, these losses will off set those profits, so they won't be paying tax for years.

Norton/TVS will have to raise their skirt sooner or later (better sooner than later) and show folks exactly what they are planning. The Big 4 do this always because they want to test buyer's feelings well before the launch of any new models. Otherwise, they risk launching a turkey that no one wants. Norton can't afford a failed launch. The motorcycle press already consider them jinxed. Norton need to make a full disclosure on pending new models NOW.

BritTwit said:

Norton/TVS will have to raise their skirt sooner or later (better sooner than later) and show folks exactly what they are planning. The Big 4 do this always because they want to test buyer's feelings well before the launch of any new models. Otherwise, they risk launching a turkey that no one wants. Norton can't afford a failed launch. The motorcycle press already consider them jinxed. Norton need to make a full disclosure on pending new models NOW.

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This years EICMA starts on 5th November, that's when new models are typically launched. There may be a marketing plan leading up to that date.. hints in the press, blurry photos from a test track etc. I doubt you'll see any new Norton models officially launched before EiCMA.

Bevelheadmhr said:

This years EICMA starts on 5th November, that's when new models are typically launched. There may be a marketing plan leading up to that date.. hints in the press, blurry photos from a test track etc. I doubt you'll see any new Norton models officially launched before EiCMA.

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That's all well and good, but Norton should have been releasing conceptual drawings of their intended offerings a year or more before the actual introduction. Again, the Big 4 know the danger of introducing models that are ill conceived, and that generate little public interest. Concepts help the marketing Dept avoid this potential disaster. All it takes is releasing drawings to M/C publications, and waiting for the public response.
In short, it costs nothing, but could prevent a very costly mistake.