Norton USA: TVS Motor Strengthens US Motorcycle Distribution Through New Delaware Entity

TVS Motor Company has moved to expand its presence in the United States motorcycle market by establishing Norton USA LLC in Delaware. The company, which owns the Norton brand through its UK subsidiary The Norton Motorcycle Co. Ltd, officially incorporated the new entity on November 6, 2025.

Norton USA will handle the sale, distribution, and marketing of Norton products across the United States. The new subsidiary is a step-down wholly owned entity of TVS Motor, meaning the Indian manufacturer maintains complete control through its chain of ownership. Norton UK will provide capital contributions and operational support to the newly formed company as it begins its market activities.

The establishment of Norton USA comes after TVS Motor acquired the Norton brand in April 2020 for £16 million from businessman Stuart Garner. The acquisition marked one of the most significant international expansions by an Indian two-wheeler manufacturer into the premium motorcycle segment. 

Norton motorcycles had a presence in the United States dating back decades. During the 1960s and 1970s, the brand exported models including the Commando and Manxman specifically to the American market. The company had engaged Joe Berliner to distribute Norton motorcycles in North America through the Berliner Motor Corporation, which served as the official American importer. By the 1970s, Norton had developed a network of dealers across the United States. However, the arrival of motorcycles from Japanese manufacturers in the 1980s disrupted the market, and Norton's presence in America diminished over time. 

Under Stuart Garner's ownership from 2008 onwards, Norton attempted to re-enter the US market. Garner established Norton America as a wholly owned distributor for American territories, working directly with dealers rather than through third-party distributors. The company had approximately 20 dealers during this period. However, this operation was limited in scope due to various challenges faced during Garner's tenure. 

TVS Motor Company has invested more than £200 million in Norton since acquiring the brand. This investment has funded construction of a manufacturing facility in Solihull, UK, which can produce 8,000 motorcycles annually. The facility operates as a centre for design, research, and development, benefiting from TVS's manufacturing systems and supply chain management.  

The partnership structure provides Norton with access to TVS's manufacturing expertise and global distribution capabilities. TVS manufactures motorcycles through its own facilities in India and supplies components through its network of suppliers. Norton operates as a separate brand within the TVS group, maintaining its identity whilst leveraging the parent company's operational strengths. 

Norton has introduced four models through this partnership: the Manx R, Manx, Atlas, and Atlas GT. The company plans to launch two additional models in 2026 and expand into the Indian market later that year. The incorporation of Norton USA LLC represents the next phase of this expansion strategy, establishing a dedicated structure for managing American market operations. 

The new subsidiary will oversee the appointment of dealers, customer service, and product distribution across the United States. This marks Norton's return to establishing a formal distribution presence in America after years of limited operations in the region.