TVS Motor Company, which is deepening its play in the premium side of the two-wheeler business, is working on a separate distribution strategy for Norton Motorcycle models. This different retail channel could also include premium models under the TVS brand.
“We will have a differentiated retail strategy in India for Norton, and possibly for some of the premium TVS buyers,” TVS Motor Director and CEO KN Radhakrishnan told investors after announcing the company first first-quarter earnings.
The strategy for different retail experiences for premium consumers comes as TVS Motor has strategically shifted its focus from mass-market models to premium motorcycles and scooters. The automaker is also preparing to launch four new Norton Motorcycles models in FY26 across the UK, India and key European markets.
In the domestic market, models like Apache and Ntorq series have elevated the brand’s appeal among the young buyers while enhancing its brand image in the premium segment. TVS Motor is also expanding its presence in international markets such as Africa, Latin America and Southeast Asia, while it has also entered Europe last year, starting with France and Italy.
Radhakrishnan did not disclose any further insights into the separate retail distribution strategy. He noted that “the work is going on. Once we are much clearer about the strategy, I can share more details about that,” indicating that the plan is still being finalized.
On the Norton side, a flagship 1200cc four-cylinder superbike will be the first product in this lineup, with launch expected between October and December. The company noted that four new news Norton products under its leadership will be available in Summer 2026.
TVS Motor bought the British luxury motorcycle manufacturer Norton Motorcycles in 2020 in a deal valued at approximately Rs 153 crore. This marked a pivotal move in accelerating TVS Motor’s push into high-growth global markets, particularly in Europe and North America, where there is significant demand for high-performance and premium motorcycles.
Norton currently offers three models – Commando 961, V4SV, and V4CR. These models are now manufactured at Norton’s facility in Solihull, UK. However, under TVS Motor’s ownership, there are plans for future Norton products or select models to be manufactured at its Hosur plant in Tamil Nadu.
On the ICE motorcycle side, TVS Motor is a strong player in the 150-350cc motorcycle segment with Apache, Ronin, RR 310 models, but does not have presence in the 350 cc plus segment where models like Royal Enfield Himalayan and KTM 390 play. The company recently said it will enter the adventure tourer segment in this financial year.
Also, TVS Motor has a partnership with BMW Motorrad for developing and manufacturing sub-500cc motorcycles. TVS Motor has been manufacturing BMW’s best-selling 310cc series motorcycles on a shared platform. In 2021, the companies expanded their collaboration to co-develop electric two-wheelers as well on a common platform. BMW sells two adventure bikes in India – RS 1300 and F 900.