Now owned by Indian automotive giant TVS, Norton Motorcycles announced an all-new range of motorcycles will be revealed at EICMA (Esposizione Internazionale Ciclo e Motociclo) in Milan, led by the new superbike and heralding a new design philosophy and a reimagined brand identity. The first official design sketch of its flagship superbike to be manufactured at the company’s Solihull headquarters. The sketch, by Norton’s Head of Design, Simon Skinner, also offers the first glimpse of a new modern design philosophy under the advisory of Professor Gerry McGovern.
The creative and brand teams have been advised by Professor Gerry McGovern throughout the “Resurgence Programme” which underpins the future of Norton. Professor McGovern remains Chief Creative Officer at JLR, the global business he has led creatively for many years. “Modernity, innovation and luxury are not terms you immediately think of when considering classic motorcycle brands,” he says. “However, having previously worked with TVS Chairman Sudarshan Venu, when I received an invitation to collaborate on the reimagining of Norton, I was intrigued.”
Commenting on his advisory role to Norton, Professor McGovern notes, “Motorcycles and cars are different, yet they share fundamental values. Chief among them is the ability to stir emotion. Although their design languages differ, both can become objects of desire. They also share essential principles of proportion, stance, and drama.” He added: “Norton’s rich British heritage, something I’m deeply familiar with in the brands I creatively oversee, made the opportunity even more compelling. Together, we developed the Resurgence strategy: a new design direction and brand identity, to be led by a range of motorcycles launching later this year.”
Norton’s Head of Design, Simon Skinner, adds: “It is a great privilege to work with Professor Gerry McGovern. It’s given me and the team here at Norton the opportunity to really take a fresh look at our brand and products. What we’ve designed, and what has been meticulously developed across the company’s engineering team, is a range of motorcycles that I’m sure is going to both surprise and delight the world. It’s a new direction, for sure, but one that is sensitive to what has gone before, blending our rich heritage with a bold new future. Today’s sketch is just a taster of what is to come, and I cannot wait to reveal more of our Resurgence strategy in November.”
Norton’s owner, TVS Motor Company, is demonstrating its commitment to the iconic British brand, and to its Solihull HQ’s position as a motorcycles global centre of excellence, with over £200 million invested to date. The Resurgence strategy underscores a firm undertaking to support the brand’s long-term growth, which has already seen the workforce increase by 25% since the start of 2025 in readiness for a new era of global expansion.
