Feature
Norton is back!
Revived British brand-opens its state-of-the-art Birmingham factory – and promises new superbikes and more won’t be far behind
Words by: Phil West
Published on 21 January 2022 | 0 min read
One of the most iconic motorcycle brands of all, Norton, is back – and this time it promises REAL business.
The legendary British marque, famous for its Manx Norton 1950s TT bikes, 1970s Commando and 1990s rotary racers has had a ‘roller coaster’ history, going from boom to bust more than once most recently falling into administration following the controversial regime of owner Stuart Garner. But following its purchase for £16m in April 2020 by Indian automotive giant TVS, who also build bikes for BMW, the firm has been busy building a state of the art factory in Solihull, creating all-new infrastructure, recruiting top quality staff and preparing to produce its first new bikes in 2022. And last month, with the factory complete, Norton invited Auto Trader for a special tour of its facilities – which proved this ‘New’ Norton is nothing like its flawed predecessor and that customers will shortly be able to buy Norton bikes capable of competing with the world’s best.
The legendary British marque, famous for its Manx Norton 1950s TT bikes, 1970s Commando and 1990s rotary racers has had a ‘roller coaster’ history, going from boom to bust more than once most recently falling into administration following the controversial regime of owner Stuart Garner. But following its purchase for £16m in April 2020 by Indian automotive giant TVS, who also build bikes for BMW, the firm has been busy building a state of the art factory in Solihull, creating all-new infrastructure, recruiting top quality staff and preparing to produce its first new bikes in 2022. And last month, with the factory complete, Norton invited Auto Trader for a special tour of its facilities – which proved this ‘New’ Norton is nothing like its flawed predecessor and that customers will shortly be able to buy Norton bikes capable of competing with the world’s best.
The first machines are set to be fully re-engineered, updated and improved versions of Norton’s V4 superbike, the result now called the V4 SV, and 961 Commando. The final, pre-production versions of both, which will be used for testing and marketing purposes, were being completed during our visit with production of customer versions due to start early in the new year. A proposed 650cc, twin cylinder scrambler, the Atlas, which never got past the prototype stage under the old regime, is also currently being evaluated for future production.
Under the old, ultimately controversial ownership of now discredited Stuart Garner, from 2009 to January 2020, Norton initially excited fans first by creating the 961 Commando and having ambitious plans for a return to TT and even MotoGP racing. However problems and complaints soon followed with under-developed bikes, delayed deliveries and sometimes-shambolic TT appearances. The firm finally collapsed due to financial problems and disgraced owner Garner is currently facing fraud allegations. During his ownership Norton produced a total of around 2000 bikes and had a best TT result of 6th with a racing version of the V4 superbike.
Under the old, ultimately controversial ownership of now discredited Stuart Garner, from 2009 to January 2020, Norton initially excited fans first by creating the 961 Commando and having ambitious plans for a return to TT and even MotoGP racing. However problems and complaints soon followed with under-developed bikes, delayed deliveries and sometimes-shambolic TT appearances. The firm finally collapsed due to financial problems and disgraced owner Garner is currently facing fraud allegations. During his ownership Norton produced a total of around 2000 bikes and had a best TT result of 6th with a racing version of the V4 superbike.
Now, with vastly improved resources via TVS, improved facilities and cutting edge processes, ‘New Norton’ plans to fundamentally improve.
The new 75,000 sq ft purpose-built factory is a complete contrast to the old regime’s premises at Donington Hall. Quality is paramount and overseen by new Head of Quality and former Aston Martin lead engineer Chris Temple. Every component is measured and evaluated in a new testing laboratory. Frame welds are X-rayed and periodically destruction tested to maintain the highest standards and engines are built in a special pressurised, HEPA-filtered ‘clean room’ to prevent contamination. The new company currently employs 142 (but is looking for more) and has the ability to produce 1000 machines a year but expects this to grow to 8000pa in the near future. New CEO of Norton Motorcycles, Robert Hentschel said: “The new Norton Motorcycles headquarters is a true embodiment of this iconic British marque. The facility is home to design, engineering, purchasing, sales, marketing, and support departments, as well as the highly skilled production team overseeing the build of our new generation of motorcycles. It is the perfect platform to re-energize our business as we lead the Norton brand to onward 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 we continue to work alongside every supplier to ensure that our high standards are always met. With this new HQ opening, Norton is now fit for the future – creating an innovative and sustainable business model which will see us producing world-class motorcycles that are true to the unrivalled legacy of Norton.”
The new 75,000 sq ft purpose-built factory is a complete contrast to the old regime’s premises at Donington Hall. Quality is paramount and overseen by new Head of Quality and former Aston Martin lead engineer Chris Temple. Every component is measured and evaluated in a new testing laboratory. Frame welds are X-rayed and periodically destruction tested to maintain the highest standards and engines are built in a special pressurised, HEPA-filtered ‘clean room’ to prevent contamination. The new company currently employs 142 (but is looking for more) and has the ability to produce 1000 machines a year but expects this to grow to 8000pa in the near future. New CEO of Norton Motorcycles, Robert Hentschel said: “The new Norton Motorcycles headquarters is a true embodiment of this iconic British marque. The facility is home to design, engineering, purchasing, sales, marketing, and support departments, as well as the highly skilled production team overseeing the build of our new generation of motorcycles. It is the perfect platform to re-energize our business as we lead the Norton brand to onward 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 we continue to work alongside every supplier to ensure that our high standards are always met. With this new HQ opening, Norton is now fit for the future – creating an innovative and sustainable business model which will see us producing world-class motorcycles that are true to the unrivalled legacy of Norton.”
