Norton's Revival Under TVS Motor Company
Norton, once a symbol of British motorcycling excellence, faced tough times like many heritage brands. However, in 2020, TVS Motor Company from India stepped in to acquire the struggling company, saving it from collapse and setting the stage for a remarkable revival of the motorcycle brand.
This scenario is not new. British automotive brands have found new life under Indian ownership before. Royal Enfield, thanks to Eicher Motors, is now a global powerhouse. Tata revitalized Jaguar and Land Rover. Even Triumph, though still British in appearance, has strong ties with India through Bajaj. The trend is clear: India and the UK are becoming key partners in the auto industry.
Now, this partnership is official with the signing of a Free Trade Agreement between India and the UK. This agreement significantly reduces tariffs on British-made cars and motorcycles from 110 percent to just 10 percent. This move strengthens bilateral relations and could change how luxury vehicles are priced and positioned in India, a rapidly growing market.
The automotive sector stands to benefit the most from this agreement. Norton is gearing up for its official debut in India, with the first new model post-acquisition by TVS set to be unveiled on November 4, 2025. TVS is also working on a new sub-500cc Norton platform tailored for India and other emerging markets, with six models in the works to be manufactured in India.
While larger bikes like the V4SV, V4CR, and Commando will still be produced in Norton's Solihull facility in the UK, they will now enter India as CBUs with lower duties, making them more accessible to premium motorcycle buyers.
Norton is no longer just a passion project but a strategic move. It is becoming a diplomatic tool, as evidenced by the presence of India's Prime Minister Narendra Modi and UK Prime Minister Keir Starmer at the FTA signing ceremony, where they toured Norton's lineup alongside TVS CEO Sudarshan Venu.
India is no longer just a manufacturing hub for foreign brands but a key player in designing, engineering, and exporting top-notch vehicles under once-British icons. Norton's story is just one example of this shift in global manufacturing power.
With a V4 superbike prototype in testing and small-displacement models in the works, Norton's revival under TVS is gaining momentum. Its involvement in high-level diplomatic meetings showcases the brand's progress and the importance of premium motorcycles in India's global manufacturing ambitions.
This is a story worth following, as enthusiasts worldwide may benefit from the developments in the industry.