TVS starts production of Norton Atlas in Hosur; launch likely in two months

TVS Motor has commenced production of the Norton Atlas at its Hosur facility as part of the British brand's revival strategy, with an India launch expected soon

TVS Motor Company has started manufacturing British brand, Norton Motorcycles, at its Hosur unit. The company is already geared up to launch its first bike, Atlas, in India within two months, according to multiple sources aware of the development.

 

The Atlas adventure bike is expected to be one of the most accessible models in Norton’s upcoming launches, weighing around 200 kilograms (kg) and reportedly powered by a 585cc parallel-twin, liquid-cooled engine. Norton Manx R — the first bike conceived, developed, and engineered entirely under the TVS era at Norton’s Solihull factory — is also set to hit several global markets soon. The British bikemaker is reportedly upgrading the plant as part of a 250 million pound investment programme.

 

 

This comes more than a year after the company lined up its ambitious resurgence strategy and showcased four new bikes — Manx R, Manx, Atlas, and Atlas GT — at the world’s most popular two-wheeler annual auto show, EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori), in Milan, Italy.

 

Norton Motorcycles carries one of the richest and most celebrated legacies in British motorcycling, with a history of around 128 years. It came into the hands of TVS Motor in 2020 after it went into administration under its previous owners. 

 

Majority of British citizens view the bike as a part of their culture. From the James Bond movie Spectre to the Che Guevara memoir The Motorcycle Diaries, Norton has been featured in several cinema classics.

 

Atlas will reportedly be available to customers in five colours — including silver, Senopia Orange, Matrix Black, and Verona Green. Norton’s Solihull plant, which opened in 2021, operates as a global hub for research, development, and design. It has the capacity to build 8,000 bikes a year. The company will benefit from TVS’ wider manufacturing systems and supply chain infrastructure, while maintaining independent design and brand control in the UK.

 

“The speciality of Norton is that a large share of it is handmade. This includes aluminium frames, welding, and even finishing touches,” said another industry source aware of the development.

 

Norton was founded in 1898 by James Lansdowne Norton, and it started making motorbikes in 1902. It was initially a supplier of fittings and parts to the nascent two-wheeler trade and produced its first true motorcycle — the Energette, powered by a small Clement engine — in 1902. By 1908, the firm had started manufacturing machines with its own single-cylinder engines.

 

It soon became widely popular as a racing bike, grabbing eyeballs through races such as the Isle of Man TT. Termed one of the most popular British motorcycle brands of all time, it also symbolises freedom, rebellion, and technological advancement during the two World Wars and beyond. Its rugged WD 16H model was even considered a symbol of the success of the British and Commonwealth forces as a reliable dispatch and reconnaissance vehicle, as it produced more than 100,000 vehicles for war purposes.