Does the economy need yet another motorcycle company? Or more important will people buy yet another premier motorcycling brand? First it was Indian and now after 15 years of U.S. ownership, Norton’s back in England. Just in time it would seem because the country is experiencing manufacturing sector shrinkage at the fastest rate since records began. It’s the fifth consecutive month of contraction, levels of output, new orders and employment registrations are at unprecedented declines.
So, along comes businessman Stuart Garner who bought the rights to the Norton name from an American company in a multi-million-dollar deal that included the Norton, Manx, Atlas, Commando and Dominator brands, and all intellectual property. Unfamiliar with Norton then read SCM’s Paul Duchene’s article on the 1999-2003 Norton Commando VR880 and the 1990-91 Norton F1 Rotary. Spectacular motorcycles and if successful it hits right at the heart of Harley-Davidson Euro growth plans with their new XR-1200.
Don’t get me wrong I’m not immediately discounting the Norton brand out of hand. Some of their bikes have been real head-turner’s and as a Harley guy any competition whether it’s Indian or Norton or ? makes them better. But I’m suspicious of those “lifestyle” marketers and demographic strategists grabbing a hold of this and it becoming another Excelsior-Henderson failure?
I hope they are successful. I’m a bit doubtful given the financial timing, but at a minimum I’m looking forward to another large t-shirt motorcycle showroom full of iconic logo’s and fashionable clothing based on premium denim and vintage leather. It’s now all about setting the standard for upscale living…T-shirts for $38, sunglasses for $150, sport shoes for $125, after-shave $50, soft terry cloth wash towels $100, and exclusive outdoor furniture sets to match the crystal glasses…for the “puff-n-bluff-n” look at me crowd.
Sales people asking me if I can smell the lineage…it’s Déjà vu all over again.
Norton Logo and Ad courtesy of web site.
I’m hope that it works out. Triumph managed to rise again so that’s an example of a sort of dead brand getting it back together again.
Everyone in England (well the bikers at least) are really excited by this but they pretty much have the same view as you. They’d love it to work out but they will believe it when they see it.
Sam
Well guy`smaby it`s time for harley too have a bit of competition lately the sevice from Deeley harley davidson in Canada is more then poor it very poor wait 2 month for my recall filter this years and still had to fight to get it done I`m not ready to say harley is going the right way with there comtusmer service far from it.
“if successful it hits right at the heart of Harley-Davidson Euro growth plans with their new XR-1200.”
rofl
Buells maybe but a bloated flat track poser ?
None of the many Norton owners I met or know were interested in fashion statements other than a convenient oily rag.
(a55holes in this mirror may be bigger than they appear)
@ retrobiker – we don’t have the XR in the U.S. so viewpoints from your experiences are welcome.
Hi mac
Well its the weight thing really. Would you take an 90bhp Sporty on a road race or dirt track without throwing most the running gear away; such as the frame?
in the UK A and B roads are favourite for sports biking.
Now the XR is 50% up on horses over my 03 1200C and a bit more on my 2 Commando 850s but the XR is 50% overweight against my Nortons and I can ride an Interstate all day and still have all my fillings and I walk afterwards like I dont need a truss. Plus I dont have to take out a gym membership to throw the Nortons around those tight multiple bends.
My MZ Skorpion is even better as its even lighter and the running gear is up to date as the new Nortons would also show.
I do love my Sporty (with better tyres and shocks) for the pose, the grin factor and winding up sports bikers who are less than par on those same roads.
But hey; I dont hang around to compare logos !
article says more:
http://www.telegraph.co.uk/motoring/motorbikes/roadstermotorbikes/2751836/Harley-Davidson-XR1200-You-crazy-diamond.html
pj