TVS Motor Company is set to launch a series of sub-500cc motorcycles under the Norton brand in India. This strategic move aims to compete with established players like Triumph, KTM, and Royal Enfield in both domestic and international markets. The first model, a 300cc modern retro motorcycle, is expected to debut by 2028.
New Chapter for Norton in India
TVS acquired the Norton brand in 2020, which has a history going back to 1898. Since then, TVS has been working to strengthen the brand by creating new models that appeal to riders of today. Also, the new motorcycles under 500cc will have a new design with a flexible 300cc liquid-cooled single-cylinder engine. The engine is easily upgradable to 500cc, which allows for multiple product options.
The mid-segment motorcycle market, especially the 300cc to 500cc segment, is picking up globally. Companies such as Royal Enfield, Triumph, and KTM have been successful in this segment. TVS is looking to tap into this growing market with the launch of Norton motorcycles in this segment. The first model will be a retro modern motorcycle with vintage styling elements and modern technology.
Manufacturing and Global Reach
TVS has plans to manufacture these motorbikes locally in India with the help of its in-house manufacturing facilities. This would benefit the domestic market and further establish India as an overseas production center for Norton motorbikes. The motorbikes are being exported to European and American markets, which are highly demanding for such mid-size motorbikes that offer incredible performance and heritage.
Norton is an old company, but it is not popular in India. TVS will be able to establish its brand and win loyal customers among Indian riders by selling low-cost models with engine capacity below 500cc. This is the same strategy that other companies have followed when they launched premium brands in new markets through local manufacturing of the product and concentrating on selective launches.
Before you go, don’t forget to check out the Hero’s sales report for March 2025.
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