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

trevorpacker said:
www.autocarpro.in

TVS working on new product lineup for Norton; likely to be ready in 2 years | Autocar Professional

TVS Motor Co is developing a new product lineup for its UK-based motorcycle brand Norton with an anticipated launch by 2026. Read more
www.autocarpro.in www.autocarpro.in
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Couple of different snippets there:

- Launch by 2026. Vague and later than we’ve heard before I think! Norton flagged some sort of release at the end of this year; maybe just range detail/concept? Who knows.

- Not just premium but ‘super-premium’! Whatever that means. The messages have definitely been mixed. We’ve heard Gladrags say that there will be ‘something for everyone’ (price range or styles?) and also that ‘premium doesn’t have to mean expensive’.

I guess we just keep speculating. They are certainly running their own schedule; frustrating but understandable.
 
It's getting to point where the schedule will not be run by them, look at the financial news reports regarding TVS motors in India, it seems the shareholders are getting worried about the money pit Norton in the UK has become. Premium and super premium bikes most probably just translates in the UK to average and mediocre. With the money being pumped into Norton each month it is clear this will need to continue for years to come, not just the next 6 - 8 quarters as previously reported.
 
In India the Apache is premium, so what some consider premium is not what others outside India would call it by a long shot.
 
We probably shouldn’t get too far ahead with our speculation, although that’s all we’ve got I suppose. No doubt we’ll be just plain wrong, as is the nature of speculation.

I think TVS understand what ‘premium’ means though, with regard to Norton (and the western market) - they‘ve just funded the V4SV. There’re unlikely to pull the covers off an Apache clone, in the UK, and call it premium. I don’t necessarily agree with the premium (atelier) approach either, but you’ve gotta expect/suppose/hope/pray they’ve done their homework.

I don’t think we’re talking about Brough Superior prices here either. I think there’ll likely be a range of water cooled parallel twins to start (as advertised ) - Euro (x) compliant of course. Think Triumph retro (possibly) range, but up-specked. Better componentry, materials and making the most of (read exagerating) the ‘hand built in UK‘ premium tag. They ain’t gonna try and out Triumph Triumph, that would be silly. So, to differentiate, likely bikes engineered/specked up and priced accordingly, rather than down to a price point.

TVS has been pretty clear all along that they are playing the long game - brand/marque building. Characterising the current situation as the shareholders massing at the gates with pitch forks, this early in a well advertised investment period, might be a bit of a stretch.

Mi-speculative-2p! Could be wrong - often am! :rolleyes:
 
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New products that are expected to target global markets will be in the super-premium segment, which the company’s management said is a specialized category growing disproportionately in many markets.

duhhh, zippo, for new folks?!?!

Meanwhile, Royal Enfield continues to impress the motorcycle market, with every move they make, vs being and or remaining mostly outa touch, if not out to lunch.

as well as cashing in BIG TIME!!

Motorbike | Leading Motorcycle Brand in Canada | Royal Enfield

Visit the official website of Royal Enfield, a leading motorcycle brand in Canada. Explore our latest range of heritage, adventure, cruiser & roadster models.
www.royalenfield.com www.royalenfield.com

Makes the Norton bigwigs look like chumps, at best!
 
Stephen_Spencer said:
We probably shouldn’t get too far ahead with our speculation, although that’s all we’ve got I suppose. No doubt we’ll be just plain wrong, as is the nature of speculation.

I think TVS understand what ‘premium’ means though, with regard to Norton (and the western market) - they‘ve just funded the V4SV. There’re unlikely to pull the covers of an Apache clone, in the UK, and call it premium. I don’t necessarily agree with the premium (atelier) approach either, but you’ve gotta expect/suppose/hope/pray they’ve done their homework.

I don’t think we’re talking about Brough Superior prices here either. I think there’ll likely be a range of water cooled parallel twins to start (as advertised ) - Euro (x) compliant of course. Think Triumph retro (possibly) range, but up-specked. Better componentry, materials and making the most of (read exagerating) the ‘hand built in UK‘ premium tag. They ain’t gonna try and out Triumph Triumph, that would be silly. So, to differentiate, likely bikes engineered/specked up and priced accordingly, rather than down to a price point.

TVS has been pretty clear all along that they are playing the long game - brand/marque building. Characterising the current situation as the shareholders massing at the gates with pitch forks, this early in a well advertised investment period, might be a bit of a stretch.

Mi-speculative-2p! Could be wrong - often am! :rolleyes:
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Several things here to answer, around £3m each month is being pumped into the company. That along with the initial cost and lump sum investment means one hell of long game. Also super premium bikes and premium bikes usually have smaller margins and very low sales volume. You mention Brough, if Norton follow that path then there will be many disgruntled owners as the new Broughs made in recent years can be had for less than 1/3 of the retail price, depreciation is dire and Norton will need to avoid that. To avoid depreciation they will need to create demand, and I don't see any of that the moment or in the future a their potential target market gets older.
 
Madnorton said:
Several things here to answer, around £3m each month is being pumped into the company. That along with the initial cost and lump sum investment means one hell of long game. Also super premium bikes and premium bikes usually have smaller margins and very low sales volume. You mention Brough, if Norton follow that path then there will be many disgruntled owners as the new Broughs made in recent years can be had for less than 1/3 of the retail price, depreciation is dire and Norton will need to avoid that. To avoid depreciation they will need to create demand, and I don't see any of that the moment or in the future a their potential target market gets older.
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Fair points Mn,

Pretty sure Norton won’t pitch at Brough prices though as I say, nor do their (Brough/Norton) business structures, backing or intent bear any real comparison. Definitely some concerns about the premium only approach though, for reasons discussed.

Yep lots of money being invested, but seemingly agreed upfront and authorised by the board ya have to think; they’ve bragged about those levels of investment enough so no surprise I suppose. Sales of ex-Donington models is an unknown of course - anybody’s guess what they were expecting by way of income from those bikes.

Either they have the market/business research or they don’t - have a serious workable business model/plan or are taking a f&^*%g huge punt with a barge load of money! I’m cautious but hopeful, that they have more business acumen than some would give them credit for.

None of us has a clue how it will pan out until it unfolds of course. Let’s hope that starts happening sooner rather than later.
 
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concours said:
For comparison, how many times was Indian Motocycles reborn, every time stillborn, before the current iteration?

Dumptrucks full of cash each time
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I get your comparison - no doubt it’s a difficult, competitive business. Not sure what the conclusion is though. If it’s that even with considerable financial backing, a well developed (?) business plan and the best will in the world there is risk that Norton could fail, then I agree; history‘s littered with examples as you say.

I guess as Norton enthusiasts, all we can do is hope that they have a workable business plan and that they can make it succeed. No doubt for some, patience will be required along the way😆!

New Norton Motorcycle Range Set for 2026 Launch

Norton is set to launch a new range of motorcycles from 2026, in an overhaul promoted by its owner, TVS Motor, but they will keep the brand's premium image
www.visordown.com www.visordown.com

Visordown covering the content reported by Autocar (which was generated from one of the TVS financial reports). Pretty sure the sheet-covered bike they refer to was a V4SV in anniversary colours, but never mind.
 
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There's a more pressing development that I'm eager to see.....its February 1st.....which means exciting new Norton offers day. Wonder what it'll be this month, I still reckon a buy one get one free for your missus valentines day deal.
 
Stu Bodycote said:
There's a more pressing development that I'm eager to see.....its February 1st.....which means exciting new Norton offers day. Wonder what it'll be this month, I still reckon a buy one get one free for your missus valentines day deal.
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Don't get too excited, they are now selling direct on Ebad.
 
Stu Bodycote said:
There's a more pressing development that I'm eager to see.....its February 1st.....which means exciting new Norton offers day. Wonder what it'll be this month, I still reckon a buy one get one free for your missus valentines day deal.
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Here we are Stu... ha ha...
OAKMERE MOTOR GROUP
AN INCREDIBLE £2024 NORTON MOTORCYCLE INCENTIVE IS NOW AVAILABLE FOR A LIMITED PERIOD.
Purchase a 961 Commando from 1st February 2024 and register it before 31st March 2024 and you will receive a £2024 contribution towards the cost of the bike.
T&C’s apply. And please note that this promotion is valid on 961 SP & 961 CR, but excludes the new Limited Edition models.
For further information, please contact our Norton Brand Manager Simon on: 01606 41481, or: simon@christopherneil.co.uk
 
sales worldwide 800k+/yr

ROYAL ENFIELD top 5 best selling Motorcycle models in 2023 (world wide)!​



comments section also tells the story

@brianperry
1 hour ago

Royal Enfield is a prime example of how to produce excellent motorcycles for the mass market.The sales figures prove that..unlike Norton whose customer base seems to be for those with deep pockets an/or a trophy to display in the living room... but never out on the road.One of the most memorably motorcycle journeys l ever experienced was riding a Royal Enfield in Goa in 1992. l hired the bike from the Hostel owners son... What a wonderful way to experience the Country... unmade roads 'n' all.


then, talk about BIG TIME FREE WORLDWIDE PRESS COVERAGE, for a new model intro



Doesn't get any better for ability to buy/go there/ cheap, & offers a wide coverage of bang for the buck.

I bet in no time, this model/variant will be everywhere & will fly out the showroom floors.


In 2018, Royal Enfield came out with an all new air cooled 50hp 650 air cooled vertical twin. BINGO, with no end in site

Norton means what to folks today? Or the motorcycle market? At best, barely a glance, if anything.

Not to mention the kaw w800, back in action a few years now, or all the other obvious interest in classic bikes all around & what they are about, including multiple offerings.

The fundamentals always start with cheap reliable transportation, with max bang for the buck
 
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74ok said:
sales worldwide 800k+/yr

ROYAL ENFIELD top 5 best selling Motorcycle models in 2023 (world wide)!​



comments section also tells the story

@brianperry
1 hour ago

Royal Enfield is a prime example of how to produce excellent motorcycles for the mass market.The sales figures prove that..unlike Norton whose customer base seems to be for those with deep pockets an/or a trophy to display in the living room... but never out on the road.One of the most memorably motorcycle journeys l ever experienced was riding a Royal Enfield in Goa in 1992. l hired the bike from the Hostel owners son... What a wonderful way to experience the Country... unmade roads 'n' all.


then, talk about BIG TIME FREE PRESS COVERAGE, for a new model intro
Click to expand...

Do you have an alternate apple to compare your pineapple to?🤣

 
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Drove by a new dealership yesterday after dropping a bike back to the owner, South Downs Motorcycles, part of a car sales group. The new dealership is in the middle of second hand car sales forecourt on what was once a petrol station. So much for the premium and super premium bikes, if I spent that sort of money on new Norton I would expect a dealership to match the price, not some old quick paint job on the other end of a second hand car sales office. Clearly there is no quality control being done by Solihull, and they way they describe the place is worth reading before seeing the image on street view.
Look it up on Google Street View, it's called Petersfield car sales at Stroud.
 
Even TVS motor in India have more stringent criteria to meet before you can apply to be a dealer, seems Solihull need to use the same criteria.
 
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