Norton Motorcycles - in TROUBLE again?

Norton Motorcycle's latest set of accounts, exploring why they lost so much money, estimate how many bikes they sold, what support TVS Motors India is giving them and what the future might hold.

00:36 - Video overview
1:12 - Overview of the losses
1:59 - Estimation of number of bikes sold
2:40 - TVS investment in Norton
3:25 - Norton's future strategy and plans
5:00 - Details of the losses

Sources:

[rocketman]

Norton’s issue is a lack of product choice for the average buyer who are not millionaires and can’t afford dream machines.

[stuartmoles]

I looked at a Commando the other day, 17k not a chance, they really need to step it up quality wise. It was a lovely looking bike but the riding experience and finish was miles away what I thought it would be

[bikefever]

17k bike with £10 indicators.
Things have to change.

[MrVinnyh]

I went to the NEC show last year, the Norton stand was very popular but, quite a few people were saying nice but overpriced! I have only seen one modern Norton on the road, even MV Agustas are more common.

[richardsimpson]

They have a huge factory to build a very small number of bikes which will only ever be of limited appeal.
Set up to fail?

[kevindarkstar]

Bottom line here these things are way too expensive and sold in tiny numbers, in the current world situation no company will survive on this business model 🤷🏻‍♂️

[brianscott]

Take the idea of the RE interceptor, make a old style Norton Commando Interstate of the 70s era . Add some goodies, rev counter, fuel gauge and price it in the same region . There is no need for these overpriced money loosing new Nortons in the current declining motorcycle market . Nice 500 single would be good too .Again add reasonable priced after market goods and low cost servicing Build the brand, save the brand . RE are not perfect, but they are building the brand .

[johngibbin]

With more than a dozen V4 SV’s available on Autotrader and them not being able to be sold for as little as £34, 000 for an unused £44, 000 motorcycle, I can’t see how they are going to sell them.

[TheGreatestBeyonder]

It must be extremely worrying (all over again) for Norton staff…. I wish them, and the company, all the best moving forward. At least SG is no longer around to fleece the pension pot! Hopefully the new concept Atlas which was shown a few years back will come to fruition! 👍🏻

[tejasborse]

Problem with Norton is it’s British and there is a perception of British motorcycles of being costly and unreliable, Norton no doubt has made awesome machines but they struggle to sell in front of Japanese Bikes . TvS on other hand is known to produce commuter bikes, scooters and autorickshaws and is well known for its reliability. Let’s see what comes in the fate of Norton

[hgm]

Imagine charging £17k+ for a 10-yr old design push-rod, non-Euro complaint, low-bhp, 5-speed bike and £50k+ for basically a re-badged Aprilia AND still dropping £38m. You have to admire their chutzpah.
I wish them all the best, but surely their only hope is that TVS's patience doesn't wear out and they continue to want them in their product stable as a vanity project to showcase a premium-brand, sold through an existing global dealership network at some point.

[WandleValleyRailway]

My theory is as good as anyone else's guess. They want a high tech facility in UK to attract top design staff and their industry contacts to pull TVS into the top tier of sophisticated motorcycle designs. Actually selling bikes isn't the purpose. How can it be? They already sell 2 million per year in India. A couple of years like that and they will have sold more bikes than the entire British motorcycle industry throughout the 20th Century.

[Merchho]

I bought a new 961 last week, its frame number is in the low 300s, the dealer had already sold 34 this year. The current bikes are a loss leader to keep the brand alive in the market, until the new Euro 5 compliant bikes come on stream. At which point the 961 models will be phased out. Don't know why they bothered with the V4, as sales are tiny compared to the 961. The 961 sell for £15K new, as they have a dealer contribution of £2024 each.

[Trevor_Austin]

The Norton Commando 961 is a beautiful looking bike. It makes a great sound and its power output is right in the sweet spot - not too much and not too little. I’m also right in the middle of the target group - money is not the issue. But do I want one? I currently have a T120 Bonneville. What would a Commando give me above what I already have? I think not. My next bike is more likely to be a Kawasaki Z900 RS - if I can bear parting with my Bonnie. Norton’s product has to be improved so people like me will buy one.

[slawomirkulinski]

3:35 - this is where they lost from the get-go - "premium motorcycle market" There is simply not enough "premium" motorcycling enthusiasts to support the company like Norton.

[narasimhadevarasetty]

I think TVS and NORTON should consider mass production of Norton in 350cc and 650 cc (in india for cost effective) and to save the company from bankrupting again. Best example is RE, they are selling almost a million bikes in a year. a Norton 350 cc good quality and right price will be a straight away hit in Indian bike market and in international too.

[derekm]

Royal Enfield found the right formula, though it did take them quite a long time to develop. If it ain't broke, don't fix it!. Don't try to re-invent the wheel.

[martinhambleton]

Norton is falling into the same trap as before in the 1970s.
They are selling outdated, overpriced, and quite honestly, over rated machines.
There are far better motorcycles, and manufacturers on the market with dealer back up to choose from.
Relying totally on a once great name with a once great past is definitely not an achievable business plan.

[SherKhan-bkes]

Commandos are in the premium market segment where there’s even less customers, not mentioning the V-4.
Their twins need to be accessible for the majority of riders to enjoy sales volume, make it cheaper!
Most motorcyclists don’t need Ohlins or carbon mudguards etc. They just want a financially accessible motorcycle and if that’s working your rewards increase parallel.
Bring out a tourer (Interstate) or a Scrambler capable of doing cross-country.
I think it was some (please correct me if I’m wrong!) 70 years ago where Norton was financially saved because of their single-cylinder bikes.
Catering for the elite few will never up those sales figures, especially when some of those financially endowed persons already have their Nortons gracing the odd living room.
It nevertheless amazes me to see Norton is active and giving it a shot 😉

[davidforsdike]

Lots of new indian made models coming .
The 961 is amazing.
But unfortunately is the last bike ever to be manufactured in England. By any manufacturer.
Love mine.