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TVS Motor acquires struggling Norton Motorcycles

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TVS Motor

Struggling British based engineering firm Norton motorcycles has been acquired by Indian firm TVS Motor Company. TVS Motor is known for its production of two and three-wheeled motorcycles, with the majority being small cc.

They recently collaborated with BMW to make the successful BMW G310. With TVS’s current range of motorcycles having small engines compared to that of the Norton lineup, it will be interesting to see how those engines and chassis will be shared and developed.

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The Norton range will continue

TVS says that Norton will continue their classic branding even after the handover, and will still produce their range of high-end motorcycles from the Commando to the Norton V4RR Superbike. TVS hopes this new acquisition will allow them to grow internationally as well as building upon their brand’s portfolio.

This is a momentous time for us at TVS Motor Company. Norton is an iconic British brand celebrated across the world and presents us with an immense opportunity to scale globally. We will extend our full support for Norton to regain its full glory in the international motorcycle landscape.

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.

Mr Sudarshan Venu, TVS’ Joint Managing Director said:

TVS Motor’s massive supply chain will be beneficial to Norton.

This takeover will assist in TVS Motor’s plan to expand globally and increase its reach across the world. It will also boost supply chain capabilities and develop new markets for both TVS and Norton.

TVS brings an annual $2.8 Billion turnover which will assist in backing Norton. Stating already that their support is aiming to bring Norton back to full glory despite its recent troubles. The press releases states an intention to scale up, whether this means a switch to mass production, or just taking on more skilled artisan craftsmen we shall wait and see.

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TVS, however, has not made any comments on how they will approach the issues of existing Norton orders and customers. Norton’s recent troubles have been widespread and reported worldwide. Stories of bikes being cannibalized, deposits taken for bikes without delivery, and poor reliability and build quality all spring to mind. Hopefully, TVS will address these issues.

Will Norton motorcycles survive?

The great British brand, founded in 1898 and re-launched in 2008, will hopefully, be able to produce and deliver orders. After weeks of uncertainty TVS’ intent into keeping the brand alive will be a relief. We are yet to find out if TVS will continue operations at Donnington.

Recent reports circulated that designs and plans for certain Norton engines have been sold to Chinese manufacturers. Time will only tell what powerplants and models will continue from the current Norton range. We are hopeful this works out, so the once tarnished Norton name can be built back up to a company we can be proud of.

The new Norton company have been on a recruiting spree, looking for engineers, fabricators and just about every other job available. New Norton CEO John Russell is adamant that anybody who has ordered bikes, will have them delivered.