Norton Motorcycles headed for big year

James Mutton Norton Commando 961 Sport Mk II

Norton Motorcycles is expected to improve reliability and spare parts availability as well as delivering important new models this year after two major cash injections.

Australian importer James Mutton of Brisbane Motorcycles says he is expecting a big year from the handbuilt British brand.

Some £4m in government funding has now flowed through to the company who have also concluded a £20m deal with Japan.

The deal involves delivering an extra 1000 motorcycles worth £5m to Japanese riders over the next five years.

The extra money will allow Norton Motorcycles to revamp their plant in Castle Donington and hire 200 new workers.

“It’s an amazing place with carpet on the floor and technicians hand assembling the bike at little work benches,” James says.

New Norton Motorcycles models

Norton Atlas Ranger Nomad wait
Norton Atlas Ranger Nomad

The big new models coming from Norton this year are the flagship V4 and the affordable Atlas Nomad and Ranger.

James says he has already presold 15 V4 models and seven Atlas models.

“Because they are all handmade, getting them out here is difficult,” James says.

“Parts are now good with a two-week from UK, but the bikes are taking a long time.”

He says the V4 will be manufactured in March and the Atlas later this year probably arriving here in 2020.

The Atlas is expected to be the big seller because of its relatively low price.

In the UK they cost £9995 for the Nomad and £11,995 for the Ranger.

James says they will cost $20,000 to $25,000 here.

“That’s a lot more achievable for a lot of people,” he says.

The Superlight uses same engine at the Atlas, but James says it is just for racing in the 650 TT class, not for public sale.

Norton Motorcycles Superlight wait
Norton Superlight

Exclusivity

James says the V4 will be offered in limited numbers.

“Volume is low because they are expensive top 1% of market can afford them,” he says.

“It’s all part of the exclusivity of the brand, like Aston Martin.”

Norton Motorcycles V4 RR British atlas
Norton V4 RR

“The V4 will be second to none. They don’t plan to get into volume.”

James says he sold 20 Nortons last year with 10 more landed last month and sold eight already.

The typical Norton customer is aged over 45, affluent and male, he says.

Norton sells 80% of their production outside the UK and 83% of their motorcycle components are built in the UK.

7 Comments

  1. Mike C when i see words like” exclusivity” and Aston Martin Or” affluent over 45 male riders’
    The ‘snobbish wanker’ alert in my brain starts flashing I have 3 bikes and bought all 3 for less than half the price of one of these status symbols and i do my dealing with non dealership motorcycle shops for parts and do my own mechanical repairs .I humbly think I do not meet the criteria to buy a norton Or one of those gaudy gold indians for that matter

    1. Hi Pete, I agree with your opening sentiments, however please note those comments in the article were from James, the Aussie dealer, NOT Stuart Garner.
      American Harleys: also made in Brazil, India, Thailand.
      German BMWs: also made in India; engines made in Austria, China, and Taiwan.
      British Triumphs: also made in Thailand
      British AJS: Chinese bikes with an AJS badge slapped on them.
      British Nortons: er, oh yes, all made in UK and using 86% UK-sourced parts- only items like brakes/shox/tyres bought in. Even front forks now brit and so carry that famous Roadholder badge with honour. Yes its comparatively expensive manufacturing here in the UK, there will always be a price penalty to pay unfortunately, its not a snobbery thing.
      I would dearly love to own a new Norton, and looked at the new £10k Atlas at the last M/C show. I find that like most currently available models they have a tall seat height, and when I was talking there to Stuart I asked him to consider us short-arses in future mid-range designs…

  2. In the early 70’s I spent so much time on the side of very dark roads in the middle of no where with a mate fixing his Norton under the beam of my Yamaha headlight…..if someone gave me one it would never be ridden & on eBay in a flash!

  3. Improve reliability?…So they’re not following a proud tradition..Top 1% ?..just another boutique bike for baby boomers and hipsters with toooo much money

    1. Sorry Pete, you are SO wrong. I’ve spoken several times with Stuart Garner (NMC boss) at various m/c shows, he’s so passionate about Norton’s, sunk all his money from past ventures to rebuild this brand. He’s created jobs and is training the next generation of industry workers. Slowly but surely Norton motorcycles go from strength to strength. What have YOU done for motorcyclings future?

      1. NMC has definitely put a lot into Norton, Pete is possibly one of the of the millions worldwide who ride motorbikes, he along with all of those & myself have purchased & serviced motorbikes from dealers & supported motorcycling manufacture.
        That demonstrates a contribution by all riders to motorcycling & the industry.

        1. Might say too that when it comes to anti motorcycle-motorcyclist legislation The support from dealers and manufacturers is conspicuously absent Loyalty is a 2 way street

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