When the TVS Motor Company of India acquired Norton Motorcycles in early 2020, they didn’t do much with it at first. Now, two years later, they’re back with a vengeance, as TVS just gave Norton Motorcycles a $125 million infusion, along with a new headquarters, revival initiative and long-term revitalization strategy. This plan creates more jobs and opportunities, as well as several advancements in their technology. Norton is currently Britain’s biggest sportbike brand, so more developments open up more possibilities. Given the amount of effort and attention TVS has invested in Norton, TVS clearly takes Norton’s status and position seriously and aims to revitalize the brand.
Read on to find out what other efforts TVS may have planned for the future of Norton Motorcycles.
New investments aim to revive Norton
The Norton Motorcycle brand should get a makeover after this new injection of cash. When TVS bought Norton, the latter company was embroiled in a tax brawl, causing many financial complications. It was up to TVS to sort out the aftermath before they could properly determine a viable goal and strategy for their new property. After everything was filed away, Norton reinvented their image, teasing a new 1200cc V4 bike for the future.
Norton was previously established as a premium brand, and that’s an image that should carry over into the TVS directive. After all, Norton is not the first motorcycle company it has under its conglomerate. TVS is responsible for manufacturing small capacity motorcycles for BMW Motorrad, and it even has other companies in the Indian market, so TVS has to play a niche role. Until now, the plan for fresh money understand a more advanced headquarters, and several new roles that allow for many new job openings.
This is just the beginning for Norton
Moreover, the arrival of additional funds is only the first step in a larger and more complex plan. TVS is already aiming to embed a commitment tooffering advanced technology, world-class vehicles, manufacturing, sustainability and future mobility,according to a statement on Norton’s website, and the company would likely favor this goal, as well as adding electrification to its vehicles. Norton has long been considered Britain’s number one brand for motorcycles of sport, combining and blending traditional craft techniques with modern machinery to achieve the best quality bikes in all of England.
While some investments were already underway before the cash injection, others had yet to be founded or fully formed. Robert Hentschel, CEO of Norton Motorcycles, has been confirmed to lead a team to help rejuvenate Norton’s heritage, brand and reputation. Over the next few years, approximately 250 to 300 direct jobs and 500 to 800 indirect jobs should be created.
Additionally, a redesigned V4SV and 961 Commando have already been introduced. Investments have been planted and placed strategically to ensure maximum results, ideal efficiency and best timing. The plan is part of a long-term strategy spanning a decade involving business management, electrification, employment opportunities and potential business partnerships.
TVS will create a new Norton headquarters
One of the most notable features of this new long-term plan is an all-new, more advanced headquarters. This new facility, located in Solihull, West Midlands, will be the hub for overall R&D and design. The facility also has state-of-the-art manufacturing capability. The company wants to dominate the market for luxury and high-performance motorcycles, and to do so, it needs more manufacturing resources.
The new headquarters was noted for being more environmentally friendly in its attempts at waste management and sustainability. Additionally, it will also house many departments including design, engineering, purchasing, sales, marketing, and support, and the production team will also operate primarily from this facility.
TVS has big plans for Norton motorcycles
TVS acquired Norton Motorcycles in early 2020, and now that TVS has Norton, they have decided on a strategy for what to do with it. The new facility was arguably the biggest step in their long-term plan to become a more global contender in the motorcycle market. Construction of the new facility began within 18 months.
The company was bought for almost $20 million, thanks to the acquisition of numerous assets from Norton. Norton originated in the UK and was founded in Birmingham in 1898. The new company represents British and Indian fusion, and Norton bikes were built permanently in the Midlands.
Sources: nortonmotorcycles.com, moneycontrol.com
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