TVS Motors To Bring 3 Norton Superbikes To India This Year

TVS Motors is gearing up to launch three premium Norton Motorcycles models in India by late 2025, marking the British brand’s debut under its ownership. This strategic move follows the recent India-UK Free Trade Agreement (FTA), which slashes import duties on British-made vehicles from over 100% to just 10%, dramatically improving affordability. The initial lineup includes the Commando 961, V4SV, and V4CR-retro-styled machines that blend classic design with modern engineering, catering to enthusiasts seeking a mix of nostalgia and performance.

Norton’s Premium Lineup for India

The first wave of Norton bikes aims to establish the brand as a premium player in India’s growing superbike market. Leading the charge is the Commando 961, a modern reinterpretation of the 1970s classic.

Powered by a 961-cc air-cooled parallel-twin engine generating 76.8 bhp, it combines retro aesthetics like a teardrop fuel tank and wire-spoke wheels with reliable performance.

Next is the V4SV, Norton’s flagship superbike. Its 1,200 cc V4 engine delivers 185 bhp, paired with a lightweight aluminium frame, Öhlins suspension, and Brembo brakes.

Designed for high-speed precision, the V4SV appeals to riders prioritising cutting-edge technology without compromising on Norton’s handcrafted elegance.

The V4CR, a café racer variant of the V4SV, shares the same engine but adopts a more aggressive stance. With clip-on handlebars, a solo seat, and a stripped-down design, it targets riders who value track-inspired agility. These models will initially arrive as Completely Built Units (CBUs) from Norton’s UK facility, with prices expected between ₹20 lakh and ₹50 lakh.

Trade Agreement Fuels Affordability and Ambition

The India-UK FTA has reshaped Norton’s entry strategy. Previously, steep import duties made British bikes financially out of reach for most buyers. The reduced 10% duty not only enhances accessibility but also allows TVS to optimise supply chains and explore local manufacturing. TVS Motors’ Managing Director, Sudarshan Venu, emphasises that the FTA will help integrate shared supply networks, accelerating Norton’s growth in India.

While competitors like Triumph and Jaguar Land Rover also benefit from the tariff cut, Norton’s approach is distinct. Rather than relying solely on imports, TVS plans to eventually produce Norton bikes locally at its Hosur plant in Tamil Nadu. This dual strategy-launching premium CBUs first, followed by India-made models-aims to balance brand prestige with mass-market potential.

Balancing Heritage and Innovation

Beyond the initial launch, Norton is developing smaller, India-centric platforms. A 350–450 cc single-cylinder engine is underway, targeting the mid-size retro segment dominated by brands like Royal Enfield. A 600–650 cc twin-cylinder platform is also in progress for global markets. Rumours suggest a 300-cc modern classic motorcycle could debut by 2028, further diversifying Norton’s portfolio.

This strategy mirrors approaches seen elsewhere in the industry, where premium imports build brand equity before affordable, locally produced models capture volume sales. However, challenges remain. Norton’s legacy, while storied, lacks the instant recognition of competitors in India. Past financial struggles and quality issues under previous ownership also cast a shadow, though TVS has invested ₹1,000 crore since 2020 to revamp engineering and production processes.

Navigating Market Realities

For Norton to thrive, pricing and after-sales support will be critical. The premium segment in India is nuanced, with buyers valuing exclusivity but also expecting practicality. Industry observers note that Norton must strike a delicate balance-leveraging its British heritage while ensuring reliability and service accessibility. The upcoming launch will test whether TVS’s efforts to refine Norton’s engineering and supply chains have truly revitalised the brand.

A New Chapter for Premium Motorcycling

Norton’s entry signals a dynamic shift in India’s motorcycle landscape. The FTA’s timing offers TVS a unique advantage, allowing it to position Norton as a bridge between British craftsmanship and Indian manufacturing capabilities.

For enthusiasts, the Commando 961, V4SV, and V4CR represent a thrilling expansion of choices. For the broader market, the promise of locally made, mid-size Nortons could redefine expectations in the retro-modern segment.