TVS to Develop Entry-Level Norton Motorcycles to Challenge Triumph and Royal Enfield

TVS Motor Company is set to enter the premium modern retro motorcycle segment with British company Norton Motorcycles. The Hosur-based manufacturer plans to introduce a new range of entry-level Norton bikes, positioning them against rivals such as the Triumph Speed 400 and Royal Enfield Guerilla.

The Roadmap for Norton’s Entry-Level Models:

According to sources, TVS aims to leverage the Norton brand for its upcoming premium motorcycles. The company is working on launching two to three motorcycles under the Norton name in the 300cc to 500cc category. The first of these models, a modern retro motorcycle with an engine capacity between 300cc and 400cc, is currently in development and is expected to hit the market by 2028.

Image Source: CarTorq

These motorcycles will be built on a newly designed frame, but the engine will be derived from TVS’ new RTX-D4 300cc single-cylinder liquid-cooled motor. This modular powertrain is capable of being scaled up to nearly 500cc, allowing for a broader product lineup in the future.

Strategy Behind the Norton Expansion:

TVS acquired Norton in 2020, rescuing the legendary British brand from financial turmoil and investing heavily in its revival. Currently, Norton continues to sell legacy models, but TVS has ambitious plans to introduce up to six new motorcycles over the next few years. These bikes will target the premium segment, particularly in markets like the US and Europe. Select models will also be introduced in India to establish Norton’s presence before launching the entry-level range.

Manufacturing and Global Distribution:

The entry-level Norton motorcycles will be manufactured in India, reinforcing TVS’ strategy of leveraging cost-effective production while maintaining high-quality standards. Once launched, these bikes will also be exported to Europe, where Norton has a strong heritage and a growing customer base.