What's happening at Norton? Sale to TVS, massive investment, new bikes... 

They certainly seem to have a more professional approach compared to the previous owners. And a lot more money.

Maybe they will manufacture most of the parts in India & assemble the more expensive and electric bikes in the UK?

@@NortonUnofficial would loooove to see them turn out a 961x2 square four muscle tourer to go against the big v twins & Rocket.. they'd go a long way too to remake a version of Triumph's old style Tiger 500 twin for a broad base of mid bikes

@@Errol.C-nz wow what an amazing concept. Personally I’d love to see a scrambler based on the 961, I think that could be a good seller. Cheers, ride safe 👍🏻

Good point 👍

Why would TVS not just market such bikes under their own name? Do they have a poor reputation in India? I ride a RE Bullet 500 in the UK.

TVS introduced the low growlling racer's in india, it's the best india got. They took over Norton cus when it comes to haevy bikes RE is like a cult in India. You thinking of a retro bike might name 2-3 brands, india it's only RE. Breaking that monopoly requires a myth as old as RE. Norton serves that purpose well. @@John900C

Itchy boots on RU-vid is riding a pre production Himalayan

Yes, we know their business model, poor quality, and move production to the Eastern Block.

Thank you for your comment. They just built a brand new factory in the UK with capacity to manufacture 8000 bikes per year. So I think they are committed to building bikes here for the foreseeable future. If sales increase or it is not cost effective, then yes I could see some bikes being built in India. For now, I think they aim to be different from other brands by being “built in Britain”. We will see. Greetings from Wales!

@PapaSmurfOn2Wheels With only 8000 units it will never make profits to sustain and hence I think this UK unit will manufacture top end models and mid segment units from Norton archives would probably be built in India .

@@NortonUnofficial Yeah, "built in Britain", that'll do it... Just don't put a deposit down until you see your bike...

Thank you for your comments. Greetings from Wales! I’d love to have a 750 or an 850 in the garage one day to go with my 961. There are a few 961’s kicking about in the US, sold under the previous owners. I personally believe the new Norton owners need to expand their horizons beyond the UK too and make a bid to re-enter the US market. The UK alone is certainly not a big enough market to sustain them.

​@@NortonUnofficialGarner's Norton burned both dealers and owners in the U.S. Norton didn't supply bikes to the dealers like they needed to for down payments and stuck the dealers with the warranty repairs. Many of those dealers were driven out of business. TVS has done more talking than building bikes and certainly will have to do a lot to convince U.S. dealers still around to do it again.

Yes. Fool me once,shame on you. Fool me twice,shame on me. As the saying goes. @@flatcapcaferacer

There is something about older bikes that i feel is missing on modern bikes. I tend to like older bikes more than modern bikes.

I have recently bought the new Commando 961 SP. Issue for export is they are not homologated to Euro 5. For one, the exhaust note is 106db as standard. Think the max is 80db for Euro 5. So they would have to change this for export outside UK for a start. The bike has many changes from the Garner bike. From what i've seen in VT of Garner Nortons. The bike sounds and looks the dogs bollocks. No question about that. A real head and body turner. Nice touches too with every bolt and fastener being stainless steel. Brembo and Ohlins etc. Even the oil drain bolts are different from Garner bikes. Swing arm and engine changes. Some parts are same. Key barrell, mirrors, seat, headlight, ECU, body parts, indicators, fenders etc. To date, bike has not missed a beat. No leaks, zero engine problems etc. Yes the bike is vibey but for me that's part of the appeal. It sticks to the road like a new born monkey after i set up the suspension. When you turn it in it hold the line amazingly well. Full 2 year warranty with the bike. No quibble too. So far, i cannot fault Norton. I have dealt with both a dealer and the Factory and the customer service has been exceptional. Not for everyone, but i'm loving it 👍

Thanks for your comment. I think they are struggling for sales, there’s quite a few brand new ones up for sale on Autotrader at the moment. But to be fair the marketing has kicked up a notch recently, so hopefully that will help.

Thanks for your feedback, I really appreciate it

Thank you for your feedback, much appreciated.

Cheers dude, great feedback and comments. It’s going to be interesting times ahead, that’s for sure.

Great comments. I think if they stick with the current product line they’ll need to look at exporting, maybe to North America, to keep that new factory running at capacity. The British market isn’t big enough.

Good points. Hopefully we see more models, and cheaper ones, it would be amazing to see Norton back where it once was back in the glory days of the 30's, 40's and 50's. Cheers, thanks for your comments.

Thanks for your feedback and thanks for the sub!

Thank you for your comments, it's nice to hear positive comments. Greetings from Wales!

India has one of the best engineering, manufacturing, and scientific reputations in the world. My father was in India for nine years, he loved the country and the people and often spoke fondly of them. You are right to be proud of your country's achievements, my best wishes to you.

​@@busbyrh4037that's so sweet of you

Thanks, I haven’t seen that video yet. Norton were very careful to keep me away from the R&D area when I was there, so I haven’t seen or heard anything specifically about what they might be bringing out. But they are working on something new, for sure. Thanks for your comment. Cheers 👍🏻

Thanks for your comment, I’d love to own a classic Norton one day. I guess it comes down to personal preference at the end of the day, I’m lucky enough to have a Tenere 700 as my daily ride and a 961 Commando for weekend blasts. Unfortunately I can’t trust the 961 to use it every day. Ride safe 👍🏻

You are welcome, thanks for your comment!

Thanks for your comments. It would not surprise me if a smaller capacity bike appears later in the year. Cheers. Jonathan

Thanks for your comment. I’ve been invited to the factory for a tour and to do some filming, I’m going to ask if they plan to become more mainstream or if the strategy is to continue their niche of a more luxury brand. I suspect the answer (if they give one) will be the latter. It will take time to rebuild trust. Time, and delivering quality bikes that people want to ride. Cheers, and ride safe.

Thanks for your comments. They are great looking bikes, a true classic

Hi thanks for your comment. I do believe that Norton are looking to expand overseas. The UK market is not big enough by itself.

Hi, thanks for your comment. Interesting observation. Cheers.

Thank you for your comment. Yes I am sure that longer term Norton will go global.

No production figures that I am aware of, but you can see how many were registered in the UK at www.howmanyleft.co.uk I suspect the majority of 961's were sold in the UK

Cheers mate, much appreciated. Yeah I think you're onto something there. It will take time to overcome the bad history. I really hope they are in it for the long haul this time and they can make a go of it with such an iconic brand.

Maybe Norton will start selling bikes in North America? It won't be a lot but it would be a good alternative to other lifestyle type bikes like Triumph or Ducati

Yes that could be a massive opportunity for them if they can break into that market.

I’d love to have a 1970’s Commando in the garage. One day! I’m the same re. the riding position, I have a 961 Dominator, I had the clip ons swapped over for straight bars, much better on my back! Greetings from Wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿

Ah man I would have loved to get my hands on one of those 650 Atlas models. Such a shame they dropped it, I loved the idea of that bike. And the price was right too. I saw some on production line at Donington before they went into Administration. Great looking bike.

You need bread and butter bikes,to fund the exotica, aka,Monsters and Trident 660's...I agree with you!

Hi, thanks for your comment. I don’t miss the sixth gear on my Commando. It’s all part of the experience of riding it. Ride safe

​@@NortonUnofficial Have you got any gears at all?....sorry. Whats the diagnosis?

Thank you for your comments, all very valid points. You are right about TVS having deep pockets. I just hope they stay the course and bring out some new models soon and we start to see sales going up. Sadly I just can't see large volumes of bike sales for them in the immediate future as it stands.

Thanks for your comment. They are going after a different market. The one RE play in is super competitive. My guess is they feel they can stand out from the crowd with more exclusive bikes. Time will tell if they are right. Cheers.

How do you find the RE, do you like it?

@@NortonUnofficial yes i love it, they are a bike you can modify to your own liking easily and i can do all the servicing myself, a nice simple bike that looks like a bike should to my mind

Although I agree, unfortunately I can't see it happening. I think the V4 models are the 'halo' bikes now. I would love for it to happen though!

I think many people love the retro styles Love Norton, thanks for the video!

Made on a budget in Slovakia. Wait for it.

Thanks for your comment. Yeah, it’s reassuring to see the massive resources they have. I just hope they are in it for the long haul with Norton. The brand could do with some stability for a few years. Greetings from Wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿

There is BIG money in these parts - much of it Chinese in origin - and they do LOVE their European brand names. I'm impressed by your presentation style/content @@NortonUnofficial

That is my understanding too, although I never saw anything official. I’ve been invited up for a factory tour and to do some filming there, so I will ask the question. Watch this space…

@@NortonUnofficial thanks, will do

I’m going to the Norton factory next week, I hope I can get a better idea if my numbers are accurate. Cheers, thanks for your comment

Thanks for your comment, I totally agree

Thank you for your feedback. I am going to the Norton factory next week, I hope to find out some more about exporting outside of the UK

Thank you for your comments. For sure Norton need more bikes in the range. They did indicate to me that more models are on the way. Cheers.

Wow that would be something else wouldn’t it! Personally I’d like to see a scrambler based on the 961. Cheers. Ride safe 👍🏻

Hi, thank you for your comment. I don’t believe Norton manufacture bikes in India currently. Maybe one day, but not yet.

Thank you for your comments. Yes, I agree it was a simple calculation, just to give an idea that they need to be selling way more bikes than they are currently in order to get their investment back. You make valid points about spares, service, etc, but even with this I just can't see them making their money back any time soon. I hope TVS stay invested in the brand for a long time, and I think they will need to if they ever want to make money. Unless this is a kind of "halo" product, or vanity project for them. Cheers, thanks again.

Thanks for your comment. Cheers

Yes good shout that, I forgot to include that in the video. Although from what I’ve seen of the merch so far it’s massively overpriced for what it is. Early days though.

I’ve been invited to the Norton factory for a tour and to do some filming, and I will try to get some information on their future direction re. opening up new markets. Watch this space…

Thanks for your comment. I guess a lot of bikers feel the same way. I hope in time TVS can turn things around and build trust again, otherwise the brand is going nowhere. Ride safe 👍🏻

I agree. I thought the 650 Atlas Ranger and Nomad models could have been a big seller, the price was around £10000. Unfortunately those models were dropped as Norton want to focus on electric. Which again I don’t believe will be big sellers. Time will tell

Thanks for your comment. I really hope that TVS are in it for the long haul. After all the drama of the past few years the brand deserves some success. I’d like to see them try to break back into the US market too, that could be a big opportunity for them as it was in the past.

Thanks for your comments. Greetings from Wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿 👋🏻

Yes, good point I forgot about that. Thanks for your comment 👍🏻

Thanks for your comment. I was trying to estimate profit based on what I see Triumph make. No doubt my figure is way off, the point is they need to sell way more bikes than they are currently to break even. So yes I do agree they need more models, hopefully at a more competitive price point. The V4SV and V4CR will sell in very limited numbers and sadly most I believe will never be ridden.

Thanks for your comment. I hope it’s not the end! Hopefully it’s the start of a new chapter.

Thank you for your comment. It does feel like a long term plan for them, I do hope TVS are in it for the long haul.

Very good question. I shall be uploading a video on this very topic in the near future 👍🏻

@@NortonUnofficial Thankyou, I look forward to it.

Thanks for your comment. For sure Norton will need to launch in more countries than just the UK. Greetings from Wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿

Thank you for your comment. Yes I agree, they need to look outside the UK. Maybe North America.

Bike is not homologated to Euro 5. See my other post

I’ll be making another video soon on what happened to the previous company and it’s owners. The V4 is Norton’s own engine, developed in-house by the previous owners.

Thank you for your comments. I think they appeal to a certain market. Part of Norton’s appeal (for me at least) is the rarity of the bikes. They do stand out from the crowd. Some people are willing to pay more for that.

@@NortonUnofficial I agree with you, but Norton motorcycles need more dealers it's the only way to increase sales which has to happen if they want to be profitable, people are not going to travel hundreds of miles to buy a bike that if anything goes wrong with it or it needs servicing will then have to have the inconvenience of getting it there and back..I am lucky enough to be able to afford to buy one if I wanted to but the lack of dealers is a huge turn off.

That would be awesome, I'd love to see something like that

Thanks for your comment. Yes I agree, hopefully TVS are in it for the long haul. I would love to have seen them bring out the Atlas, that was a great looking bike. They do seem to be focussed on electric, nothing concrete announced yet. I’m looking forward to seeing some new models from Norton hopefully soon.

So far as I know Norton does. They are bringing out their own range of branded clothing.

Me too, I would have been first in line for that bike! Video on what happened to it coming soon…

Thank you for your comment. It’s a niche market they are going after, which I understand. They want to stand out from other brands. And part of the attraction of the bikes in my opinion is their rarity. But I do think as well they will need to do something to appeal to a younger rider, maybe electric will do that for them.

You build something, anything in Britain, this is what you get. Not only the sort of wages we all expect but layer upon layer of suffocating bureaucracy and H&S naysayers. Respect to TVS for even attempting it, I'm sure the prices will come down in future, but it's never going to be a Royal Enfield. Just look at how Triumph has ended up. They tried making bikes here, now they've gone East like everyone else. If we want our own stuff we have to pay our own lifestyle rates, not just offshore it all. Hell in a handcart etc.

Except that they aren’t selling anywhere near that volume, I doubt they sold more than 125 units in 2023. There is no hundred year history btw, there is ‘history’ but it’s a patchy tale of failure, resurrection, failure, poor quality poor reliability and criminality. TVS have a huge hill to climb be in no doubt.

Thanks for your comments. While I was at the factory a couple of weeks back, it was confirmed to me that TVS has never sold or closed a company it has purchased. Hopefully a good omen for the future!

@@NortonUnofficial Tentatively I think it can only be a good sign, TVS seem to be a solid, sensibly run company/corporation (as evidenced by their many previous successes) and I've got all my fingers (and toes..) crossed for Norton to go from strength to strength !..

That would be awesome. Maybe they will one day once they have built the brand back up a bit

@@NortonUnofficial if a manx doesn't build it up, nothing will.

Yes I agree, TVS are huge and the brand is a good one to have in their portfolio. They have deep pockets.

Interesting. I’m interested now to do some research on that topic, I’ve never heard of those names. Only Kenny Dreer who designed the 952 Commando which eventually became the 961. Cheers. Ride safe 👍🏻

@@NortonUnofficial I believe it was called the nemesis and turned out to be so, I remember reading in the press that Flint was keen to support the project.

Thank you for your comments. Very interesting observations. To be fair, while the product was poor I always experienced excellent customer service from Norton in the past. I think the staff always tried their best to do right by the customer, until the end when cash was running out and they were taking parts from customer bikes to fix other bikes. Very sad. I do hope TVS stick it out and can rebuild the brand, with all its history and heritage it deserves better in my opinion.

Thank you for your comment. You can pick up second hand 961’s for not too much money now. But you do need to know what you’re getting into, the support network if (when?) things go wrong isn’t there like it is for mainstream bikes.

Pay less, get less. They proved that with RE!

I would like to see the Norton Atlas 650 launched, but I don’t think that will happen unfortunately. I am sure with time we will see new models, I doubt the current line up will sustain the brand.

Thanks for your comment. I loved the look of the Atlas and was ready to put a deposit down. Such a shame the new owners dropped it. I think they see the future as electric and the 650 didn’t fit to that strategy. Great to see so many classic brands making a comeback.

@@NortonUnofficial No EV, of any type, will ever intrude into my ownership, especially of the 2 wheel variety. I hate the things with a vengeance! So if Norton do go that route I will never be a customer, that is a shame. Such a pity no British investors haven't had the vegetables to back any of these proud British names, except for Triumph of course, which should have been an indicator of the potential.

Me ! I saw one ... breaking down. A friend of mine had one, back in the Stuart Scumbag Gardner days.

There are a few around. Check out my other videos, there’s a small but passionate community of owners. And yes, most are familiar with the pain of trying to keep them running - including me!

Good lookin bikes though..I'll give Norton that. As for electric bikes, i'd be weary about one the garage due to 💥💥 And it burning down the house like some EV's of late. Or a £8,000 pound yearly Insurance premiums imposed..!

I am actually researching the previous Norton debacle at the moment - video coming soon - and yes, that did involve pension's fraud and government subsidies!

Hi thanks for your comment. The Atlas would have been perfect for this market. I do believe Norton are working on new bikes, so hopefully this will be one area they focus on. Especially with the recent success of Triumph’s 400cc bikes.

It's a shame but I don't mind personally if it keeps the brand alive.

I guess it was a question of go foreign or go bust. After all Triumph is still british.

@@kasperkjrsgaard1447 calling Triumph British is bordering on being an oxymoron

Don’t buy Indian, invest your money in a British brand Triumph.

@@AlienBumProbe British brand but not British built

It was my best guesstimate based on other bike manufacturers. I’m hoping to get more clarity on the numbers when I go to visit the factory. Cheers

Thanks for your comment. That’s very interesting and something I hadn’t considered. I think the point still remains though, Norton have to sell a lot more bikes than they are currently to recoup their investment in a reasonable time.

Thank you for your comment. Yes to be fair these are all my own views and observations, I have zero experience in running a business! So I hope they are in it for the long haul, the brand deserves a future. Cheers.

It is, such a shame. Hopefully with time that will pass. The new owners have to keep supporting the brand, bring out great product and focus on their customers and then people should see there is a sustainable future for Norton.

Thanks for your comment. At the moment it really looks like they’re aiming at the niche market, either super rich for the V4 range or upmarket for the 961 Commando. It’ll be interesting to see if they continue to stay in that space or go for more volume. Time will tell. Ride safe 👍🏻

Doom and gloom pish. I bought one and you are wrong when you say the bike is not as good as the price suggests. Is this an opinion from owneship or just from watching bloggers green with envy? The bike is well built and i've had zero issues.

Oh.... and i ride mine.. just saying.

I tried a 961 for a day and couldn't get on with it, the other bikes in the range are way out of my budget, so I ended up getting a Rocket 3 GT and I couldn't be happier.

@@cams2575 Let’s be honest, the £17k price tag is not even that expensive compared to many bikes/brands nowadays. BMW, Harley, DUCATI, Triumph to name but a few, all have more expensive bikes in their range The trouble is, the 961 is a bike that hardly anyone wants. There’s no market for it. It’s not 1970 anymore. To anyone under 50 the Norton name means diddly squat, and to the few that it did the last 10 years or so with Garner ruined that. It’s black & white photographs on a wall. When you read the Norton owners forum, not even they think it’s that good and they aren’t buying them. So it’s not envy, nor doom & gloom pish, if anything your opinion matters less because you bought one so cannot see the blindingly obvious. It’s like trying to bring back cassette tapes in a Smartphone age.

Speaking for the masses I see. Self apointed critic with all the facts to hand? So far, the blinding obvious is a business that has invested massively, built a new factory, created new employment in the UK and got bikes over the line. I applaud that. Some don't and they'll never be happy or pleased. Relishing in the hope of failure of others. Norton owners I know like the new bike. Never heard a negative comment with all bikers i've met with mine. Don't believe everything you read!

Thanks for your comment. I really hope that doesn’t happen! Ride safe 👍🏻

@@NortonUnofficial I put money on it.

@@NortonUnofficial I nearly left the 500 quid deposit for a new 500, at the NEC show. I am so glad I didn't.