TVS Motor Company made a significant impression at the EICMA 2025 exhibition in Milan, unveiling six new models and showcasing four motorcycles from Norton Motorcycles. This marks the company’s first participation in the renowned two-wheeler exhibition, demonstrating its ambitious global expansion strategy. The event is a key milestone in TVS Motor’s five-year transformation process since acquiring Norton Motorcycles in 2020. The company has invested over £200 million in Norton’s revival, resulting in the development of four new models: the Manx R, Manx, Atlas, and Atlas GT. These motorcycles are set to enter global markets in early 2025, followed by their debut in India in April 2025.
TVS Motor acquired Norton Motorcycles for approximately ₹150 crore to consolidate its presence in Europe and North America, where performance-oriented motorcycles are in high demand. The acquisition has enabled the company to leverage Norton’s British engineering expertise and establish a hub for design, R&D, and high-end production at its Solihull facility. The facility has the capacity to produce up to 8,000 motorcycles per year.
The company’s CEO, K.N. Radhakrishnan, emphasized the importance of a differentiated retail strategy in India, which will cover both Norton and TVS’ premium range. The strategy will feature unique retail formats that provide an outstanding customer experience. The debut at EICMA 2025 highlights TVS Motor’s transformation into a global mobility brand, combining Indian innovation with British engineering excellence. The company’s participation in the exhibition demonstrates its commitment to expanding its global presence and showcasing its capabilities as a leading two-wheeler manufacturer. With its new models and strategic partnerships, TVS Motor is poised to make a significant impact in the global mobility market.