Norton seeks revitalization with new executives and Indian ownership support

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Just over a year after the purchase of Norton Motorcycles, the TVS Motor Company has announced an operational reorganization. In April last year, the Indian motorcycle manufacturer – which is the third largest motorcycle manufacturer in India, with an annual turnover of almost three billion dollars and a total production of three million units per year – bought the historic British brand. , which for several years, practically from the first crisis of the mid-1970s, had been in very troubled waters. Thus, under the guidance of TVS, Norton moved to a new production site in Solihull, to build British motorcycles in England with the intention of “using traditional craftsmanship techniques, combined with modern machinery and ensuring high quality standards” as he explains. in a note, Norton itself.

The Norton Motorcycle company news are represented by Dr Robert Hentschel as managing director and by Vittorio Urciuoli as Technical Manager, who will lead the brand from the Solihull headquarters. This announcement marks the beginning of the second phase of Norton’s relaunch, which builds on an established business and prepares for future expansion. Hentschel and Urciuoli took over the new positions following John Russell’s departure from the role of interim CEO. “Over the past 12 months, we’ve made sure that our Norton transformation strategy can be realized with targeted investments and the right business decisions. Norton is now ready to move to the second phase of its relaunch process, ”said Sudarshan Venu, deputy chief executive of TVS Motors.

Former Norton CEO John Russell

Immediately following TVS’s acquisition of Norton in April 2020, Russell was tasked with stabilizing the company and creating a platform for the brand to design and manufacture a new generation of motorcycles that live up to the brand’s history. English and for a growing number of customers. In the meantime, production of the super-exclusive V4SS has restarted and preparations continue for the new 650 cc twin-cylinder Atlas.

“Thanks to the strategic direction of TVS Motor Norton was able to save itself from bankruptcy and start a relaunch process. A highly motivated team is being formed and about 100 new skilled jobs are being created in the region, to which more will be added as the business begins to grow “concluded Hentschel.

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