Norton Motorcycles EICMA 2025: Norton Motorcycles made a thunderous return to the global stage at EICMA 2025 in Milan, unveiling four completely new motorcycles under its ambitious “Resurgence” strategy. Under the ownership of India’s TVS Motor Company, the iconic British brand has invested over £200 million to rebuild itself from the ground up, and the results are nothing short of spectacular.
The new lineup marks a complete reinvention of Norton’s product range and brand philosophy. With fresh engineering, modern design, and a global manufacturing strategy, Norton has re-emerged as a serious contender in the international premium motorcycle segment.
The New Norton Lineup : Norton Motorcycles EICMA 2025
Norton Manx R – The Flagship V4 Superbike
Leading the charge is the Norton Manx R, a cutting-edge superbike powered by an all-new 1,200cc, 72-degree liquid-cooled V4 engine that produces 206 bhp at 11,500 rpm and 130 Nm of torque at 9,000 rpm. With a dry weight of just 204 kg, the Manx R achieves an impressive near 1:1 power-to-weight ratio, placing it among the world’s top supersport machines.
Norton engineers analyzed over 30,000 km of real-world riding data to develop a power delivery that prioritizes strong mid-range performance over peak horsepower. The V4 serves as a stressed chassis member, reducing weight and improving structural rigidity. The motorcycle uses a cast aluminum monocoque frame and features semi-active Marzocchi suspension that continuously adjusts damping in real time. A single-sided swingarm, carbon-fiber wheels, and Brembo’s new HYPURE brakes with 330 mm front discs complete the performance package.
The electronics system is based on Bosch’s 10.3 platform and includes cornering ABS, slide and traction control, wheelie management, hill-hold assist, and five riding modes: Rain, Road, Sport, and two customizable Track profiles. The 8-inch full-color TFT touchscreen offers Bluetooth connectivity, GoPro control, keyless ignition, and live ride tracking, combining cutting-edge performance with modern convenience.
Norton Manx – The Street-Focused Naked
Sharing its V4 engine and chassis with the Manx R, the Norton Manx offers a streetfighter alternative with a minimalist, upright design aimed at everyday usability. While Norton has not revealed exact output figures, the Manx retains much of its sibling’s performance but is tuned for broader torque delivery and relaxed ergonomics. Distinctive LED projector headlamps, aluminum detailing, and exposed components celebrate mechanical beauty while maintaining a bold and muscular road presence. The Manx captures Norton’s philosophy of “less is more” – a motorcycle that combines the raw appeal of a superbike with real-world comfort.
Norton Atlas and Atlas GT – Mid-Capacity Adventure Tourers
Norton has also entered the adventure-touring segment with two new mid-capacity models, the Atlas and Atlas GT. Both are powered by a newly developed 585cc liquid-cooled parallel-twin engine producing around 70 bhp. Designed for versatility, these models offer a balance of power, agility, and approachability for everyday adventure riders.
Norton Atlas
The Atlas features a rugged setup with 19-inch front and 17-inch rear cross-spoke wheels, Eurogrip Trailhound STR tyres, and 180 mm of suspension travel at both ends. Its 840 mm seat height provides an elevated riding stance suitable for mixed terrain. The Atlas GT, on the other hand, is designed for road-touring comfort with 17-inch alloy wheels, Eurogrip Roadhound tyres, shorter 140 mm suspension travel, and a lower 810 mm seat height.
Both motorcycles use a strong and repairable steel trellis frame, making them suitable for long-distance travel and off-road exploration. They feature twin front discs with Bybre radial calipers, lean-sensitive ABS, traction control powered by a 6-axis IMU, four riding modes (Sport, Touring, Urban, and Off-road), a bidirectional quickshifter, cruise control, keyless ignition, and an 8-inch TFT display with Bluetooth connectivity.
Together, the Atlas and Atlas GT mark Norton’s strategic entry into the booming mid-capacity adventure motorcycle market. These models will be manufactured in India, offering world-class quality and technology at competitive pricing.
Norton Atlas GT
Global Expansion and India Launch
Norton’s rebirth is supported by a dual-hub global production strategy. The company’s Solihull facility in the United Kingdom serves as the headquarters for research, design, and manufacturing of premium models like the Manx R and Manx. The upgraded plant has an annual capacity of 8,000 motorcycles and now employs a 25 percent larger workforce than before. It houses R&D, testing facilities, and a dedicated heritage museum celebrating Norton’s 127-year legacy.
Meanwhile, the Atlas and Atlas GT will be produced entirely in India using TVS Motor’s state-of-the-art manufacturing network. This approach allows Norton to maintain premium quality while achieving cost efficiency, ensuring the adventure models are accessible to a wider range of global riders.
All four new models will be launched in India by April 2026, with Norton targeting an expansion to over 200 dealerships worldwide by early 2026. India, the UK, Europe, the United States, and Southeast Asia have been identified as Norton’s primary growth markets. The Atlas range will headline the brand’s expansion in price-sensitive regions, while the V4-powered Manx models will serve as halo products that highlight the brand’s performance credentials.
The Resurgence Strategy and Design Direction
Norton’s revival has been shaped by Professor Gerry McGovern OBE, former Chief Creative Officer at Jaguar Land Rover, who now serves as Chief Creative Advisor. Working with Head of Design Simon Skinner, McGovern has established a modern design language that blends heritage with contemporary elegance. The focus is on proportion, stance, and surface quality — creating motorcycles that look as engineered as they perform.
The new design direction follows three guiding principles: emotional design that connects with the rider, functional dynamics where every line serves a purpose, and attention to detail that defines true craftsmanship. Each new Norton model reflects this unified philosophy, bringing British character into a new age of global design excellence.
Looking Ahead: Future Models and Strategy
The four motorcycles unveiled at EICMA 2025 mark the beginning of Norton’s new product era. The company has already confirmed plans to launch two additional models in 2026, expanding the range to six. TVS has filed trademarks for “Electra” and “Combat” in India, hinting at potential neo-retro or scrambler-style models inspired by Norton’s rich history.
There are also reports of Norton exploring electric motorcycle development as part of its long-term sustainability strategy, aligning with TVS’s growing focus on EV technology.
TVS Motor Company’s £200 million investment covers every aspect of Norton’s transformation — from facility upgrades and new powertrain development to supply chain integration and brand marketing. The company’s business plan targets profitability within three to five years by scaling production, leveraging shared technology, and expanding high-margin accessories and apparel divisions.
Conclusion: A British Icon Reborn
After years of turbulence, Norton Motorcycles has roared back onto the global scene with renewed strength, purpose, and ambition. The Manx R and Manx reaffirm Norton’s performance legacy, while the Atlas and Atlas GT open new horizons in adventure touring. Backed by substantial investment, world-class engineering talent, and visionary design leadership, Norton’s resurgence under TVS ownership represents one of the most significant comebacks in the motorcycle industry.
The British legend has not only returned — it has been completely reborn for a new generation of riders.
Note: For more information on Norton’s comeback, please visit Norton Motorcycles’ Grand Comeback
