- Norton to be positioned as high-end brand
- Production in India unlikely
- 650cc bikes will become their high-selling one
TVS will continue to position its newly acquired company, Norton Motorcycles, as a high-end brand with rich racing heritage.
Started in 1898 as a company that manufactured certain parts for two-wheelers, Norton Motorcycles has gone into become a lifestyle brand that is all about exclusivity and high-end feel. As a part of new strategy, TVS will focus on the current line-up in the short term. So its main focus will be to get the production and distribution of these motorcycles in place. A lot of attention and effort will go on to the quality aspect of these bikes as well.
Currently, Norton has a total of four motorcycles in its line-up – the Dominator, Commando 961, Superlight, V4 and a few limited edition models. A few months ago, it revealed its new 650cc motorcycles –the Atlas Ranger and the Atlas Nomad. Once launched, these bikes are expected to become the highest-selling models for the brand due to its accessibility and affordability. But the company is likely to demand a premium for these bikes as well.
TVS is unlikely to manufacture Norton motorcycles in India, at least in the near future. While it will bring down the manufacturing cost by a big margin, the company wants Norton to be known for its high-quality components, which it might not be able to achieve in India.
