Norton Motorcycles Are Returning to the U.S.A.

Norton, arguably the inventor of the superbike with its 1967 Commando, is readying a return to the U.S. market after a long absence.

After decades of ups and downs where the innovative British bike maker changed hands several times—including a significant spell under North American ownership—Norton now has the backing of Indian two-wheel giant TVS.

The current range is only available in the U.K. but the new owners have global ambitions, with the United States chief among them. Germany, France, Italy and India will also see the benefit as Norton launches six new bikes over the next three years.

“Over the course of the next 12 months, Norton’s approach will be led by the market as the company looks at appointing sales partners in areas of the country that have the highest concentrations of motorcyclists. These partners will be chosen based on their ability to provide a level of customer care and quality of service that people would expect from a brand of Norton’s standing,” a company spokesman told us.

“Six Norton models will be launched over the next three years. The range of products will not only reflect Norton’s brand aspirations, but also meet the demands of the varying markets across the world. Specific details will be revealed at a later date.”

Although Norton does plan to go electric by 2040, the first of the new wave of global bikes will be combustion-powered. Norton Executive Director Richard Arnold told Autoweek, “It all stands on top of fantastic bikes. The six models we’re planning on launching in the next three years are fantastic. It’s really important that not only do we make bikes that are recognizable as Norton, but also that span for generations to come, as well as appeal to the people that remember the bikes of the past. So building on the tradition for Norton of having beautiful design, incredible materials, innovation. And yeah, fantastic to ride.”