TVS Motor Company, which is expanding its presence in the premium two-wheeler segment through the Norton Motorcycles brand, plans to launch the first Norton model in India by April next year.
“We will reveal the Norton motorcycles at EICMA next week in Italy, led by a new superbike, a new design philosophy, and a reimagined brand identity. We are planning to launch a Norton product in India by April 2026,” said TVS Motor Director and CEO K. N. Radhakrishnan.
TVS Motor is preparing to launch four new models globally under the Norton Motorcycles brand in this financial year. These models are expected to go into production towards the end of the financial year, with public availability targeted for the summer of 2026.
The company will showcase new flagship versions of its V4 superbike and an all-new middleweight adventure bike at EICMA 2025 on November 4. The V4 will be available in two versions, called the Manx and Manx R, while the adventure bike will be named the Atlas.
TVS Motor acquired Norton Motorcycles in 2020 for approximately ₹150 crore as part of its strategy to strengthen its global presence, particularly in Europe and North America, where demand for high-performance motorcycles is strong. The management did not reveal further details about the India launch plans.
TVS Motor is also working on a separate distribution strategy for Norton models, as well as for premium models under the TVS brand in India. “We will have a differentiated retail strategy in India covering Norton and some of our premium TVS vehicles. We will connect through different retail formats that are uniquely catered and offer a superior and differentiated experience,” Radhakrishnan said.
“In Europe, Norton has already begun planning its distribution system.”
Norton’s UK headquarters in Solihull is undergoing a major overhaul ahead of the new product rollout. The facility is being refitted and ramped up to produce the next generation of flagship bikes later this year. The upfront investment exceeds £200 million, and the workforce has already increased by about 25% since early 2025. TVS intends to maintain Norton’s UK base as a global centre of design and manufacturing excellence, even as some models are introduced in international markets, including India.
For TVS Motor, the launch of Norton Motorcycles represents a significant strategic pivot toward the premium segment. The automaker is leveraging Norton’s rich legacy and high-end brand appeal to attract aspirational buyers globally, where demand for high-performance motorcycles is robust and profit margins are higher.
In the domestic market, models like the Apache and Ntorq series have enhanced TVS Motor’s appeal among young buyers while strengthening its brand image in the premium segment. The automaker is also aggressively expanding its footprint across international markets, including Africa, Latin America, and Southeast Asia. It recently entered Europe, beginning with France and Italy.