Norton: recent app shows company request to change name

Well that was fun news to find out as I was drinking my gallon of caffeine in the morning.

The UK government’s Company Names Court website appears to hold a claim from Norton Motorcycle Racing Ltd. – and they ask for a change of company name.

Let’s talk about it.

The history of Norton Motorcycle Racing Ltd. is full of ups and downs. Founded in 1898 as a manufacturer of accessories and parts for the two-wheel trade (according to Norton website), the British motorcycle brand began to lift hearts across the country when their 5hp Peugeot-powered Norton machine won a resounding victory at the Isle of Man TT in 1907.

Despite successes on the track, in the military, and in the production industry proper, the following years also saw occasional struggles for Norton, both in terms of supply shortages, management issues and of occasional flirtations with insolvency – and this continued until the 19th century.

(for a more in-depth description of Norton’s history, see our article on the brand).

Among other episodes, BBC records that “The brand experienced financial difficulties in 2008, but was rescued by entrepreneur and real estate developer Stuart Garner, who relaunched the company”, until January of last year, when “[the brand] reportedly struggled to pay a tax bill and faced a winding-up order.

It was after the company sent recalls for more than 30 security flaws in their flagship model V4SS in 2019 for reference.

A view of the Norton V4SS, which had a series of flaws that were recalled by Norton in 2019

Source: our own article on Norton V4 SS security flaws

In the midst of the “roller coaster ride” (coined by Norton CEO around 2017, Dr. Hentschel himself), Norton has continued to stick to the number one priority on the record: good bikes that go fast.

Norton’s previous track successes (including the world’s first production superbike and Crighton’s legendary influence on rotary speed demons) have not been forgotten – and we believe that this application, combined with the new models V4SV / V4CR and the new head office recently erected for the company (and what that means for the design and production process) just might be the foil Norton needs to transform into a financially stable, stress-free future.

A view of Norton Motorcycles driven by iconic members of the Norton Hall of Fame

Norton’s application says the company “has been registered since February 3, 2020 under number 12439719”, with the application filed on June 23 of this year.

If all goes according to plan, here are the app guidelines:

(a) NORTON MOTORCYCLE RACING LTD will change its name within one month from the date of this order to a name that is not an offending name

(b) NORTON MOTORCYCLE RACING LTD and Brian O’Connor must each:

(i) take the measures within their power to effect or facilitate the achievement of this change;

(ii) not cause or permit any action to be taken to result in the registration of another company under a name which is an offending name.

“Pursuant to Section 73 (3) of the Act, this order can be enforced in the same manner as an order of the High Court or, in Scotland, the Court of Session. “

A view of Norton Motorcycles driven by iconic members of the Norton Hall of Fame

What do you think is in store for Norton Motorcycle Racing Ltd.? Drop a comment below to let us know what you think – we love jokes.

In the meantime, be sure to stay up to date by checking back to our news feed, subscribe to our newsletter, Behind The Visor (it only messes your inbox with the good stuff twice a week, I promise), and as always – stay safe on the winding.

* all media not cited in the article are from the official Norton website *

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