Norton announces the start of a new era as …

Norton Motorcycles looks to a brighter future with fervent optimism after officially announcing its new era under new leadership with the opening of its new plant and headquarters in Solihull.

The legendary British brand is on the road to recovery after nearly collapsing in February 2020 amid rising debt and an ongoing investigation against then-CEO Stuart Garner for mismanagement of pension funds created under the name Norton.

However, it was rescued as part of a deal with Indian motorcycle maker TVS Motors, which stepped in to clear Norton’s debt and inject new investment aimed at restoring its reputation as a premium, bespoke motorcycle.

A key step in this process has been to move its headquarters, R&D center and production from Donington Hall to a new modern facility in Solihull.

At the heart of Norton’s new chapter is an attempt to allay concerns about quality control following a series of allegations made against the company under its old management structure regarding poor work and labor practices. long waiting lists for orders to be fulfilled.

As a result, the new factory is able to build 8,000 motorcycles per year using brand new equipment to complement an expanded skilled workforce that has created 100 new jobs in the area.

With the revised Norton V4 SV marking the company’s first upcoming new model under the leadership of TVS, new CEO Robert Hentschel has said that the new base is the platform from which Norton will launch into an exciting future that has both learned from the past and strive to establish a new legacy in the future.

“The new Norton Motorcycles headquarters is a true embodiment of this iconic British brand. The facility houses the design, engineering, purchasing, sales, marketing and support departments, as well as the highly skilled production team that oversees the construction of our new generation of motorcycles.

“This is the perfect platform to re-energize our business as we lead the Norton brand to success where it will play a key role in the future of mobility.

“This investment demonstrates our unwavering commitment to the motorcycles we build. We will not compromise on quality and continue to work alongside each supplier to ensure our high standards are always met.

“With this new head office opening, Norton is now poised for the future – creating an innovative and sustainable business model that will allow us to produce world-class motorcycles true to Norton’s unparalleled heritage.”

Presenting Norton as a motorcycle manufacturer with immense potential to become a major global player again, TVS Motors chief executive Sudarshan Venu said his company was determined to achieve its long-term goals.

“The opening of the new head office represents an important step forward for Norton Motorcycles and is a moment of pride for everyone. We are creating the foundation for a long-term sustainable future for the Norton brand.

“We strive to create a bold future for the company, our employees, our customers and our partners that lives up to the highest expectations, allowing Norton to once again become the true global force its heritage deserves. “

While Norton has yet to disclose what direction he plans to take regarding the new motorcycles, he has hinted that he will continue to develop the electric powertrain and intend to make a return to motorsport with an offer. for the Isle of Man TT or the British Superbike Championship.

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