TVS Motor Acquire Norton Motorcycles

INDIAN TWO-WHEELER MAJOR TVS MOTOR HAVE TAKEN OVER NORTON Motorcycles of Britain for a whopping Rs 144 crore (£16 million).

Founded by James Lansdowne Norton in Birmingham in 1898, Norton Motorcycles is among the most popular British motorcycle brands, but in the recent past, the premium bike maker had been struggling with finance. Norton’s line-up currently consists of high-end motorcycles ranging from retro classic models such as the Commando to the contemporary 200-hp, 1,200-cc V4 sport bikes.

Sadly, neither of the new models lives up to the success of the predecessors from the 1960s and 1970s like the iconic racing bike, Norton Manx. The British brand currently is not known to have a treasure-trove of new-age technology either. TVS Motor clearly have a strategy in place for this ambitious takeover and probably intend to leverage the premium British marque as a marketing tool and to enter new markets. Bike India has also learnt that Norton Motorcycles will remain a separate entity, with independent operations, and will continue to be based out of the UK. TVS Motor will provide support and external guidance to the British company, similar to what we’ve seen between Tata Motors and JLR.

News of an Indian company taking over such a well-known motorcycle brand will surely create ripples in the international motorcycle community and will also mark TVS Motor Company’s rising prominence in the global two-wheeler market. Sudarshan Venu, Joint Managing Director, TVS Motor Company, said, ‘Norton will continue to retain its distinctive identity with dedicated and specific business plans. TVS Motor will work closely with customers and employees in building the success and pre-eminence of the Norton Motorcycles brand and we look forward to growing together globally in the years to come.’

TVS Motor already have a joint venture with BMW Motorrad to produce small-capacity motorcycles here in India and so far the partnership has produced bikes such as the Apache 310 RR, BMW G 310 R, and G 310 GS. Now with Norton Motorcycles under its wings, TVS Motor will surely use its lowcost manufacturing expertise to make the British brand more profitable. It only seems logical to produce some models of the Norton Motorcycles in India as well to cater to the local market and to export to the neighbouring countries.

Can we expect a Royal Enfield competition from TVS Motor soon?

We sure hope so.