Norton Motorcycles Charts Confident Global Plans After Bold EICMA 2025 Unveils

Norton Motorcycles has entered a new era of ambition and clarity of purpose. Fresh from its commanding presence at EICMA 2025 in Milan, the legendary British brand has laid out its plans for a confident global expansion, anchored by four striking new models — the Manx R, Manx, Atlas, and Atlas GT. Together, they signal a revitalized vision that blends British engineering tradition with the global scale and precision of TVS Motor Company.

The unveiling marked more than a product showcase; it outlined the strategic future of a company rebuilt from the ground up since TVS acquired Norton in 2020. Over the past five years, TVS has invested more than £200 million to strengthen Norton’s foundations — transforming it into a technologically advanced, design-led motorcycle manufacturer ready to take on the global premium segment.

At the centre of this resurgence stands Norton’s state-of-the-art Solihull facility, which doubles as its global hub for design, development and assembly. The site, which opened in 2021, has recently undergone expansion to support production of the Manx R in early 2026. This growth has translated into a 25 per cent increase in the workforce, reflecting Norton’s renewed scale and ambition.

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The four new models showcased at EICMA embody the company’s forward trajectory. The Manx R and Manx capture Norton’s sporting DNA, combining emotive design and advanced engineering for real-world performance. The Atlas and Atlas GT, meanwhile, mark the brand’s entry into the middleweight adventure segment — machines built for versatility, capability, and long-distance appeal.

Richard Arnold, Executive Director of Norton Motorcycles, said the company’s evolution represents a synthesis of heritage and innovation. “Norton is a proudly British marque with a global vision, and this resurgence marks our transformation from a heritage name to a contemporary performance brand,” he remarked.

The company also unveiled a new Norton logo at the Milan show — a symbol of renewal that bridges its century-old identity with modern sensibilities. This updated visual language will accompany Norton’s expansion into new international markets, with plans to establish over 200 dealerships across the UK, USA, Europe, and India.

Sudarshan Venu, Chairman of TVS Motor Company, described the journey as one built on long-term commitment. “Over the last five years, TVS has prepared Norton for a future that builds on its rich design and performance DNA while appealing to discerning customers worldwide,” he said.

With its EICMA showcase as the launchpad, Norton Motorcycles now moves beyond revival toward a defined global strategy — one built on precision engineering, modern craftsmanship, and a renewed sense of purpose. The road ahead looks unmistakably bright for one of Britain’s most enduring motorcycling names.