TVS acquires British brand, the Norton Motorcycles

KUALA LUMPUR: Among all the gloom of the ongoing global pandemic, one news that shined through is the rumour of TVS planning to acquire Norton Motorcycles. Well, it is clear from the headline that it is no longer a rumour as the Hosur-based brand has released a confirmation of its latest purchase of the iconic British motorcycle brand.

To be clear, TVS Motor Company has not directly brought the British motorcycle firm, instead, it has completed the process via one of its overseas subsidiaries. It was an all-cash deal that costed the Indian brand GBP 16 million (RM 87,390,080).

As for now, TVS has not shared its plan for its latest buy in the Indian market. Norton Motorcycle is already on sale in India through MotoRoyale; in fact, the British brand has plans to assemble the Atlas 650 in India locally. Currently, the 650cc parallel-twin powered bike is manufactured by Zongshen, a Chinese brand.

Acquiring Norton gives TVS a foray into the classic bike segment that is dominated by Royal Enfield. TVS recently showcased the Zeppelin cruiser concept, and several argued whether the British motorcycle brand would be able to sell a cruiser as most of its premium offerings have a sporty look and feel, given its racing prowess.

TVS Motor Company, Joint Managing Director, Sudarshan Venu, mentioned that the brand plans to “retain its distinctive identity with dedicated and specific business plans.” However, a TVS built small-capacity cruiser motorcycle with Norton badge looks like a tempting option for the Indian market. TVS can use Norton’s multi-cylinder technology to tap into the mid-capacity performance segment. Also, Triumph has joined hands with Bajaj to make low-cost motorcycles for both the Indian and global markets.

At the moment, a lot of questions about the latest TVS acquisition remain unanswered, and given the current situation, it could be a while before the whole Norton puzzle is solved.

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