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Norton’s ‘resurgence’ heralds revival of classic brand
Norton’s rebirth under Indian ownership takes off with four all-new bikes designed in collaboration with Jaguar Land Rover’s creative director
Words by: Dan Trent
Published on 22 October 2025 | 0 min read
Is Norton ‘doing a Jaguar’ by pausing production ahead of relaunching itself with an all-new line-up of bikes? Given the controversy surrounding the carmaker’s marketing-led reinvention from British motoring stalwart into edgy, modern and progressive luxury automotive brand bikers may be hoping not. But there are echoes, not least in the creative partnership with Jaguar Land Rover design head Gerry McGovern.
A quick recap. Since 2020 Norton has been owned by Indian conglomerate TVS Motor, whose first move was to instigate a nut-and-bolt re-engineering of the existing V4SV superbike and 961 Commando retros to address quality and reliability issues. Those bikes have carried the brand to this point, TVS having invested £200m in this and a new manufacturing facility in Solihull. Which makes it neighbours with Jaguar Land Rover, itself Indian owned these days. Under this new regime Norton will reveal four brand-new bikes next month, production of the existing range having now halted while it tools up for what it describes as its “resurgence”. Bar the sketch seen here details of the new bikes remain under wraps until the big reveal at the EICMA show in November, but the line-up will seemingly include two ‘B-series’ superbikes and a mid-capacity adventure bike united by certain common themes. These include a “torque-focused” power delivery, a “responsive, progressive and assuring” riding style and “intuitive” tech. All are being designed and engineered with global sales in mind, breaking new ground for the brand.
A quick recap. Since 2020 Norton has been owned by Indian conglomerate TVS Motor, whose first move was to instigate a nut-and-bolt re-engineering of the existing V4SV superbike and 961 Commando retros to address quality and reliability issues. Those bikes have carried the brand to this point, TVS having invested £200m in this and a new manufacturing facility in Solihull. Which makes it neighbours with Jaguar Land Rover, itself Indian owned these days. Under this new regime Norton will reveal four brand-new bikes next month, production of the existing range having now halted while it tools up for what it describes as its “resurgence”. Bar the sketch seen here details of the new bikes remain under wraps until the big reveal at the EICMA show in November, but the line-up will seemingly include two ‘B-series’ superbikes and a mid-capacity adventure bike united by certain common themes. These include a “torque-focused” power delivery, a “responsive, progressive and assuring” riding style and “intuitive” tech. All are being designed and engineered with global sales in mind, breaking new ground for the brand.
The only numbers quoted so far are the boast of less than 1kg per horsepower for the B-series, this also promising “real-world” performance and usability as well as the “modern craftsmanship” the outgoing bikes were known for.
A sometimes controversial figure in the automotive world, Gerry McGovern’s advisory role adds local colour to the project. “Modernity, innovation and luxury are not terms you immediately think of when considering classic motorcycle brands,” says McGovern, who’s best known for the Evoque and subsequent reinvention of the Land Rover and Range Rover line-ups. “However, having previously worked with TVS Chairman Sudarshan Venu, when I received an invitation to collaborate on the reimagining of Norton, I was intrigued.” For his part Norton’s head of design Simon Skinner admits the new bikes represent “a new direction” for the brand. “What we’ve designed, and what has been meticulously developed across the company’s engineering team, is a range of motorcycles that I’m sure is going to both surprise and delight the world,” he says. At the time of writing the bikes are being teased at a preview event in Solihull attended by the great and the good from the government and local dignitaries, underlining the importance of Norton’s manufacturing presence in the UK. Autotrader is there as well, and we’ll share our impressions of what we see just as soon as we are able…
A sometimes controversial figure in the automotive world, Gerry McGovern’s advisory role adds local colour to the project. “Modernity, innovation and luxury are not terms you immediately think of when considering classic motorcycle brands,” says McGovern, who’s best known for the Evoque and subsequent reinvention of the Land Rover and Range Rover line-ups. “However, having previously worked with TVS Chairman Sudarshan Venu, when I received an invitation to collaborate on the reimagining of Norton, I was intrigued.” For his part Norton’s head of design Simon Skinner admits the new bikes represent “a new direction” for the brand. “What we’ve designed, and what has been meticulously developed across the company’s engineering team, is a range of motorcycles that I’m sure is going to both surprise and delight the world,” he says. At the time of writing the bikes are being teased at a preview event in Solihull attended by the great and the good from the government and local dignitaries, underlining the importance of Norton’s manufacturing presence in the UK. Autotrader is there as well, and we’ll share our impressions of what we see just as soon as we are able…