Three new engine platforms for six new motorcycles
As Norton’s two managing directors, Nevijo Mance and Richard Arnold, confirmed in an interview, the first completely new models since the takeover by TVS are already planned for presentation at the end of the year. Norton plans to equip two models with each of the new engines, thereby diversifying its portfolio. All new series will have a displacement of at least 310 cm³ and will be homologated for the European, Indian, and international markets.
While Richard Arnold, former managing director of Manchester United, is primarily responsible for marketing, sales, and brand development, Nevijo Mance, former head of development at Jaguar Land Rover, is responsible for product development, manufacturing, and quality assurance. In this context, Mance speaks of a “delivery tsunami,” with important development steps being implemented month after month.
Farewell to retro design: new design language and technology
With the new models, Norton is clearly moving away from the retro look that has dominated until now. Instead of classic lines, the company will focus on a modern, partly avant-garde design language in the future. Mance points to parallels with Bauhaus architecture, which is set to make a new mark with clear, sculptural forms and uncompromising design.
According to Mance, this new design language also requires a rethink in terms of technology: the motorcycles should not only be on a par with the competition, but even surpass it in key areas. Arnold adds that with a broader model range, the company also wants to serve different price categories in the future in order to reach a wider range of customers.
Production changeover and global expansion
Currently, all Norton motorcycles, such as the Commando 961, V4SV, and V4CR, are built at the Solihull site in accordance with British Motorcycle Single Vehicle Approval (MSVA) specifications, which limits the number of customers to the UK. With the new models, Norton is taking a different approach: parts of production will be carried out in different regions in the future so that the motorcycles can be offered worldwide. While the exclusive top-of-the-range models will continue to be assembled in England, final assembly of other series is planned in the respective target markets. International expansion also requires global parts procurement and a worldwide sales and service network.
According to TVS CEO Sudarshan Venu, the six new models will be available in the UK, France, Germany, Italy, Spain, and India from summer 2026. The company aims to increase its international sales share from the current level of around 30 percent to at least 40 percent by 2030.
The new V4 Superbike generation: expected to premiere at EICMA 2025
The first new model expected is the next generation of the V4 Superbike. This model is set to stand out clearly from the previous heritage design and pursue a consistently modern line. Current prototype images show a sporty front end with narrow LED twin headlights, visually reminiscent of competitors such as the Ducati Panigale V4 or the BMW S1000RR. Wing elements to improve downforce at high speeds are considered likely.
There are signs of a semi-active suspension in the cockpit, while the integration of the clip-on handlebars into the upper triple clamp suggests a sporty yet comfortable riding position. The new models apparently feature modern components such as Brembo Hypure brake calipers and OZ Racing forged wheels, although the latter may only be seen on prototypes.
The new engine forms the supporting element in the newly designed frame. The new exhaust system with several catalytic converters, which runs under the engine and complies with current emission standards, is particularly striking. The characteristic single-sided swing arm rear suspension has been reinforced to meet the increased performance requirements.
The existing model range and the future of the V4 platform
Previous models such as the Commando 961, V4SV, and V4CR will continue to be offered, but their availability will be limited to the UK and they will continue to be produced according to MSVA rules. According to Mance, the V4 platform will remain in the range and will be further developed as the brand’s “halo product,” with the design and technology focusing even more strongly on innovation and performance in the future.
Conclusion: Norton focuses on global expansion and modern technology
With the introduction of six new models based on three new engine platforms, Norton is ushering in a new era. The departure from retro design, the focus on internationally competitive technology, and the expansion of sales to numerous new markets mark a fundamental change in strategy. The first results of this transformation process will be on display at the EICMA in Milan by the end of 2025 at the latest.
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