Five years after the acquisition of British premium motorcycle brand Norton Motorcycles, TVS Motor will unveil the first set of Norton models under its leadership today at EICMA 2025 in Milan.
Six Norton models will showcased today with plans to launch the product globally towards the end of this financial year or early next year.
With Norton models, Chennai -based TVS Motor is participating in EICMA for the first time. The automaker recently said they will launch Norton models in India as well from April 2025.
“For the first time ever, we are set to make our mark at EICMA 2025, Milan — one of the world’s most iconic mobility showcases — unveiling six groundbreaking mobility solutions that embody our vision for a future that is exciting, responsible, sustainable, and safe ” TVS Motor said.
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.
TVS Motor is developing a separate distribution strategy for Norton models as well as its premium TVS products 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,” TVS Motor CEORadhakrishnan said. “In Europe, Norton has already begun planning its distribution system.”
Norton’s UK facility in Solihull is undergoing a major revamp ahead of the new product rollout. The facility is being upgraded and expanded to produce the next generation of flagship bikes later this year. The upfront investment exceeds £200 million, and the workforce has grown by about 25% since early 2025.
TVS aims to retain Norton’s UK base as a global centre of design and manufacturing excellence, even as it introduces some models in international markets, including India.
For TVS Motor, the launch of Norton Motorcycles marks an important strategic shift toward the premium segment.
The company is leveraging Norton’s strong legacy and brand appeal to attract aspirational buyers worldwide, where demand for high-performance motorcycles remains strong and profit margins are higher.
In the domestic market, models such as the Apache and Ntorq series have strengthened TVS Motor’s position among young buyers and reinforced its premium brand image.
The company is also expanding rapidly across global markets, including Africa, Latin America, and Southeast Asia, and has recently entered Europe, starting with France and Italy.