Norton Motorcycles to revive glory days with big investment drive

Norton Motorcycles, the British brand ridden by Che Guevara and Clint Eastwood, aims to double its workforce and launch new products after being bought out of administration.

New owners India’s TVS Motor is expected to invest high tens of millions in the hand-built luxury bike group in a global drive to revive the glory days of the past when Norton’s machines were considered classics.

TVS, India’s third largest motorbike maker, bought the troubled business this month for £16m after it collapsed into administration in January.

Norton had racked up losses and was facing a tax probe from HMRC over unpaid bills running to £300,000.

The brand, which has been making bikes since 1902, has “tremendous potential,” TVS joint managing director Sudarshan Venu told the Financial Times.

“Norton is an iconic brand. We want to restore the brand to its former glories, produce the excellent products that it has, and delight its loyal fan base.”

The company, which produces a platform used by some BMW bikes and has links to UK engineering group Warwick Manufacturing Group, plans to integrate new technology to future bikes to widen their appeal.

“It is important that we take Norton into the future, in assisted riding, safety systems, and electric,” said Mr Venu.

“Norton has always stood for the highest end of motorcycles, as many of these features are important for taking the brand into the future.”

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