Norton Unveils First Look at New-Era Superbikes Under ‘Resurgence’ Strategy

Iconic British motorcycle brand Norton Motorcycles has unveiled the first official design sketch of its upcoming flagship superbike, marking a new creative direction under its 'Resurgence' strategy. The model, to be manufactured at Norton’s Solihull headquarters, will lead an all-new range of motorcycles set for global debut later this year at EICMA 2025 in Milan.

The sketch, created by Norton’s Head of Design Simon Skinner, previews a "modern design language" that blends the marque’s racing heritage with a bold, contemporary identity. It also reflects the influence of Professor Gerry McGovern OBE, the celebrated Chief Creative Officer at Jaguar Land Rover, who joins Norton as Chief Creative Advisor.

McGovern’s involvement signals a new phase in Norton’s rebirth under TVS Motor Company, which acquired the brand in 2020. He will work alongside Norton’s design and leadership teams to shape a design-led repositioning of the century-old British marque.

"Modernity, innovation, and luxury are not terms you immediately think of when considering classic motorcycle brands," McGovern said. "When I was invited by TVS Chairman Sudarshan Venu to collaborate on reimagining Norton, I was intrigued. Motorcycles and cars differ, yet they share a common ability to stir emotion. Norton’s rich British heritage made this opportunity especially compelling."

McGovern praised Venu’s "visionary mindset," comparing him to "a young Mr Tata," and said their shared vision has culminated in the Resurgence programme — a design and brand renewal strategy anchored by a new generation of motorcycles.

Skinner said the collaboration has allowed Norton’s design and engineering teams to take a "fresh look" at the brand. "What we’ve designed is going to both surprise and delight the world," he said. "It’s a new direction that remains sensitive to our legacy while embracing the future."

Backed by over £200 million in investment from TVS Motor Company, Norton’s Solihull headquarters has been transformed into a global centre of excellence for premium motorcycles. The company’s workforce has grown by 25 percent since early 2025, as it prepares for the next phase of global expansion.

For TVS, Norton represents not just a historic British brand but also a platform to strengthen its presence in high-end global motorcycling markets. The Indian two-wheeler major, which already ranks among the top motorcycle manufacturers globally, is expected to leverage Norton’s design-led positioning to expand its footprint in Europe and beyond.

The first of Norton’s new-generation models will be unveiled in November 2025, ahead of the EICMA showcase — marking what company insiders describe as a “defining moment” in the brand’s modern journey.