Norton Motorcycles Makes a Comeback After Collapsing 5 Years Ago

Norton Motorcycles, one of Britain’s most iconic motorcycle brands, is making a comeback, five years after collapsing under scandal and financial turmoil.

Founded in 1898, Norton Motorcycles earned worldwide respect for its engineering and racing success, particularly with models like the Commando. The brand became synonymous with British craftsmanship, reliability, and style, producing nearly 100,000 bikes for Allied forces during World War II and winning its first Isle of Man TT entry as early as 1907. Norton’s machines even found celebrity fans, including Clint Eastwood.

But the company’s fortunes waned in the late 20th century as Japanese competitors surged ahead. A brief revival in the 1990s couldn’t last, and under owner Stuart Garner, Norton collapsed in 2020 amid financial mismanagement and a high-profile pension fraud case.

That might have been the end of the story, until TVS Motor Company, an Indian-based manufacturer and one of the world’s largest producers of two-wheelers, stepped in. TVS quickly acquired Norton and has since poured £200 million into reviving the brand.

The investment has already produced tangible results. TVS built a new factory in Solihull, West Midlands, where four new models are set for release in November. Norton promises these bikes will reflect both its racing heritage and modern innovation. “They will position Norton where it truly belongs, as one of the most iconic and influential motorcycle brands the world has ever seen. Norton is back up to speed. And better than ever,” the company said in a statement.

TVS’s chairman and managing director, Sudarshan Venu, described the relaunch as more than just a resurrection. “What we are trying to do is benchmark the glory days of Norton and take it ahead in a modern way,” he explained. “The old Norton was just trying to make it work in a garage. We are re-creating it as a global brand in the rightful way.”

Norton’s future will be anchored in the UK, with high-performance four-cylinder superbikes manufactured in England. However, some models may also be assembled in India, where rising middle-class demand presents a huge growth opportunity. TVS expects Norton to sell 20,000 bikes annually by 2028, generating around £150 million in revenue.

The company sees Europe and the US as Norton’s initial strongholds, but it also plans to expand in Asia, Africa, and Latin America, where TVS already has a broad presence.

For a brand with more than 120 years of history, this revival represents both a nod to its legacy and a bold step into the future. Norton is betting that blending its classic heritage with modern design and global reach will allow it to reclaim its place among the world’s premier motorcycle makers.

After years of uncertainty, Norton Motorcycles is back on the road, refreshed, retooled, and ready to ride again.