What's happening at Norton? Sale to TVS, massive investment, new bikes...

NorTriDuc said:

Who here is going to be the first to buy a new Norton?
The guinea pig.
Test mule.

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In the US? No one in their right mind! Maybe once there is a dealer within 100 miles with parts and service it might make sense if you want a nothing special, expensive bike with the Norton name.

NorTriDuc said:

Who here is going to be the first to buy a new Norton?
The guinea pig.
Test mule.

Click to expand...

Me depending on the weight of the Atlas and of course if I am still alive, times running out.

To my mind - I guess we’ll find out whether it’s something special when it’s been ridden by the world’s biking press and we (I) get to see it in the flesh.

If the Manx R is the bike we hope it to be, I’ll be looking at it very closely. Assuming it makes it to Aus.

I think Norton is wrong to discard the vintage logo.
Even Triumph still use a version of the vintage logo on their 900/1200 seats.
Displaying the vintage logo simply pays homage to the brand's history, and Norton had better do so with any future "Commando" they introduce.
if they want to throw out the old logo, then be honest and ditch the old race success imagery too, and the name Manx!
Oh, but they want to preserve the connection to the heritage, that's important, not the classic logo, right.
Totally laughable.

I think Norton made the right decision by ditching the vintage logo. Norton needs a new image to attract younger customers.
However, I think the new logo presented lacks personality, and it looks suspiciously similar to the Norton Abrasives company (a Saint-Gobain subsidiary), i.e., a disposable product.

Personally, and as a homage to Pa Norton, I would like the logo to look like that of Honda, i.e., plain letters using a rather large font, quite the opposite of the present logo which is hard to read at a distance.

Honda, Suzuki, Yamaha, Buell, HD, and probably others are brands named after their founders, and at least the Japanese brands have designed visually attractive and recognizable logos.
As Norton reinvents itself, the company needs to create an identity with their logo, recognized as one that offers attractive, lasting, and top quality products. So why not spell it out?

- Knut

Well yet here’s another one.
Maybe this is why Norton went with Marzocchi instead of Ohlins.

mdt-son said:

I think Norton made the right decision by ditching the vintage logo. Norton needs a new image to attract younger customers.
However, I think the new logo presented lacks personality, and it looks suspiciously similar to the Norton Abrasives company (a Saint-Gobain subsidiary), i.e., a disposable product.

Personally, and as a homage to Pa Norton, I would like the logo to look like that of Honda, i.e., plain letters using a rather large font, quite the opposite of the present logo which is hard to read at a distance.

Honda, Suzuki, Yamaha, Buell, HD, and probably others are brands named after their founders, and at least the Japanese brands have designed visually attractive and recognizable logos.
As Norton reinvents itself, the company needs to create an identity with their logo, recognized as one that offers attractive, lasting, and top quality products. So why not spell it out?

- Knut

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Yup...

The new logo looks far more like what it is to me, a modernised version of the original logo, than an alternate product name.

Was pretty pissed myself when Norton first muted a change in the logo - posted as much. In fact I cut’n’pasted my post into the ‘contact norton’ site and submitted it as a comment. Did’nt expect a response, did’nt get one.

Now having seen the new logo on the bikes and thought about what Papa Smurf was told at EICMA, I can understand the reason for the change. Like him though, I’m not completely sold. If they produce a modern retro range in the future I hope they use the original logo.

The new logo is discreet, like the Union Jack embellishment. Love it or loath it, it’s part of the design ethos. Much more interested in how the Manx rides now, than anything else.

(scroll down)

https://www.accessnorton.com/attachments/img_0832-jpeg.122561/

I find it humorous that a bunch of people here are crying about a logo change, yet they aren’t crying about a modern bike with modern technology.
As if you all want Norton to continue to build 1970s technology bikes.

Get with the times people.
You want Norton to succeed, but you’re hung up on a font change. All brands change with font or logos and survive.

It’s not like Norton changed the name of the brand.

And regarding papa smurfs comments about the Norton having more grip is a long stretch as well. Ducati purposely uses a reverse rotation engine to proving more grip and handing. No other brand does this for a street bike.

NorTriDuc said:

I find it humorous that a bunch of people here are crying about a logo change, yet they aren’t crying about a modern bike with modern technology.
As if you all want Norton to continue to build 1970s technology bikes.

Get with the times people.
You want Norton to succeed, but you’re hung up on a font change. All brands change with font or logos and survive.

It’s not like Norton changed the name of the brand.

And regarding papa smurfs comments about the Norton having more grip is a long stretch as well. Ducati purposely uses a reverse rotation engine to proving more grip and handing. No other brand does this for a street bike.

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It's like HD losing the bar and shield.
The Norton logo as we know it has been in use for over 100 years. It is iconic, instantly recognizable and dare I say, important. THAT is why folks are upset.

Get with the times? These times suck, no thanks!

NPeteN said:

It's like HD losing the bar and shield.
The Norton logo as we know it has been in use for over 100 years. It is iconic, instantly recognizable and dare I say, important. THAT is why folks are upset.

Get with the times? These times suck, no thanks!

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You recognize it, doesn’t mean younger generations will.
How many 20 or 30 something year olds even know who or what Norton is now or even 100 years ago? I’ll dare to say, nearly none of them do here in the USA.

Hardly no 50+ year old is going to be buying a new Norton. And they’re not going to base it on a logo.

You don’t even own a new Norton, why are you even on the modern group?

NorTriDuc said:

You recognize it, doesn’t mean younger generations will.
How many 20 or 30 something year olds even know who or what Norton is now or even 100 years ago? I’ll dare to say, nearly none of them do here in the USA.

Hardly no 50+ year old is going to be buying a new Norton. And they’re not going to base it on a logo.

You don’t even own a new Norton, why are you even on the modern group?

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Interesting! What is a "new" Norton?

IMHO, the logo would be recognized just as the Triumph logo was/is. Triumph is building about 46k motorcycles a year and they are clearly not selling them mostly to old people. They also are smart enough to have models that look similar to the classics as well as modern looking bikes.

IMHO, as long as Norton makes also ran bikes at high prices, they stand no chance!

NorTriDuc said:

You recognize it, doesn’t mean younger generations will.
How many 20 or 30 something year olds even know who or what Norton is now or even 100 years ago? I’ll dare to say, nearly none of them do here in the USA.

Hardly no 50+ year old is going to be buying a new Norton. And they’re not going to base it on a logo.

You don’t even own a new Norton, why are you even on the modern group?

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Neither do you! Not to mention the Garner models you're too afraid to ride. What are you even doing anywhere on this forum? May as well not own a Norton at all as far as I'm concerned.

Until Jerry tells me I cant post on the modern forum I'll post anywhere I damn well please thank you.

For the record, I'm 36 years old and have known about Norton motorcycles since I was a teenager. Perhaps the younger riders you talk to (if any at all) are just idiots.

marshg246 said:

Interesting! What is a "new" Norton?

IMHO, the logo would be recognized just as the Triumph logo was/is. Triumph is building about 46k motorcycles a year and they are clearly not selling them mostly to old people. They also are smart enough to have models that look similar to the classics as well as modern looking bikes.

IMHO, as long as Norton makes also ran bikes at high prices, they stand no chance!

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How are you going to compare triumph to Norton at this time?
Not to mention, triumph offers a wide variety of models.

NPeteN said:

Neither do you! Not to mention the Garner models you're too afraid to ride. What are you even doing anywhere on this forum? May as well not own a Norton at all as far as I'm concerned.

Until Jerry tells me I cant post on the modern forum I'll post anywhere I damn well please thank you.

For the record, I'm 36 years old and have known about Norton motorcycles since I was a teenager. Perhaps the younger riders you talk to (if any at all) are just idiots.

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Neither do I?
Well I own newer models of Nortons than you do. In case you haven’t noticed this is the “modern” Norton section. Which was started for the 961 owners. Not the classic 70s and older Nortons.

Afraid to ride? I choose not to. Find me domi naked parts. I’ll wait here while you look.
I’m very certain that I put more miles on a modern than you have. You already made the comments that you don’t like any 961 or newer Nortons so why the fuck are you even here? I don’t give a fuck what you think of me. You come on here running your mouth about the new bikes like you even have an opinion that means anything.

WOW, a 36 year old that knows what a Norton is. Am I to be impressed?
I just don’t get your point of being on a Norton modern page when you don’t even like them.
I have bikes from the 1950s to 2025. I’m not crying about some logo change and judging my opinion on that.

NorTriDuc said:

How are you going to compare triumph to Norton at this time?
Not to mention, triumph offers a wide variety of models.

Neither do I?
Well I own newer models of Nortons than you do. In case you haven’t noticed this is the “modern” Norton section. Which was started for the 961 owners. Not the classic 70s and older Nortons.

Afraid to ride? I choose not to. Find me domi naked parts. I’ll wait here while you look.
I’m very certain that I put more miles on a modern than you have. You already made the comments that you don’t like any 961 or newer Nortons so why the fuck are you even here? I don’t give a fuck what you think of me. You come on here running your mouth about the new bikes like you even have an opinion that means anything.

WOW, a 36 year old that knows what a Norton is. Am I to be impressed?
I just don’t get your point of being on a Norton modern page when you don’t even like them.
I have bikes from the 1950s to 2025. I’m not crying about some logo change and judging my opinion on that.

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You talk a big game for a guy who begged Jerry to delete his account. Why don't you take your ball and go home? AGAIN.

NorTriDuc said:

You recognize it, doesn’t mean younger generations will.
How many 20 or 30 something year olds even know who or what Norton is now or even 100 years ago? I’ll dare to say, nearly none of them do here in the USA.

Hardly no 50+ year old is going to be buying a new Norton. And they’re not going to base it on a logo.

You don’t even own a new Norton, why are you even on the modern group?

Click to expand...

I know 20 something's, 30 something's, and 50 something's who all know about Triumph, BSA and Norton. One current 20 something was the youngest rider when he was 16, on the oldest bike when he won't his first ever motocross heat on a BSA B50MX he talked me out of. I know two 50 something's with multiple Nortons and Triumphs who have children interested in British bikes.

It's much like when I was 16 and a Triumph or Harley Sportster was what you dreamed about. These young people have been introduced to these bikes and as they get older will likely gravitate to them rather than others.

A while back I had just finished a Combat and went for a ride. I pulled over to check something as you do and a little girl, about 5 years old, came running to look at it with her father following behind. She asked me many questions and wanted to ride. I wasn't comfortable taking he for a rider but put her on the bike with it running and let her play. Turns out that the family is poor and the father, about 30, has wanted a Norton since he was a kid - when I asked why a Norton he said they look cool - he knew the difference and had never owned/ridden a motorcycle.

So, in my experience, you are completely wrong when you say: "How many 20 or 30 something year olds even know who or what Norton is now or even 100 years ago? I’ll dare to say, nearly none of them do here in the USA."

Also, Norton may want to cut ties with the past and a way to do that is to completely change the logo. It also deletes brand recognition. Maybe they will make something so special that their high price will be justified without any brand recognition, but I doubt it!

I own the most available modern Norton in the US, a 1975 MK3. When there were dealers here of the newer bikes, they had nothing to show and they were few and far between.

Wow, I didn't realize the logo controversy would be this heated.
Whether you love it, hate it, or are totally indifferent, it's just an opinion for heaven sake.
TVS/Norton have made their decision and it is what it is, let's move on.
No need to start insulting one another over who belongs on this site, and who doesn't.

At least now we know what Norton are bringing to the table in 2026.
Next to come, we need some credible road tests of the merchandise.

"Recognise the past, but don't be harnessed by it" so says Professor Gerry McGovern, Norton's chief creative advisor . That just about sums it up for me, I think that should draw a line under all the Bitchin.