Norton Motorcycles: New CCO talks about the future of Norton

Norton Motorcycles has big plans for the future – and judging by the results of a recent interview with the brand’s new CCO, it looks like the Birmingham-based bike brand is shouldering Suzuki. for a sustainable future.

According to Norton’s new commercial director, Christian Gladwell, racing is not on the list – at all.
In place, Top speed tells us the lean is ‘exotic’ – but first the brand will ‘notify its existing owners of its woes and begin work to deliver unfulfilled orders’.

The Norton V4SV. Media from Top Speed.

“We have taken [the V4SS prototype] back to the drawing board and completely redesigned over 400 parts,” explains Gladwell.

“The reason we did this was because, frankly, it wasn’t up to our standards. We also knew this was now a six year old rig, and we wanted to come up with a product to say this is a bike from our new owner, look and feel quality.

Then provide a luxury machine for an exquisite experience.

The Norton V4SV.  Media from Top Speed.
The Norton V4SV. Media from Top Speed.

“The bike is changing. In the 90s and 90s it was head down, ass up, ‘let’s go real fast’, and now it’s ‘let’s use this machine to express myself and explore’.

And in case you’re wondering and haven’t read our latest article on the “Zero Emission Norton” project – yes, a sustainable future with Norton means going electric.

The Norton V4SV.  Media from Top Speed.
The Norton V4SV. Media from Top Speed. The Norton V4SV. Media from Top Speed.

“Electrification is going to be a fundamental element of this activity. If you look at the macro numbers for motorcycles 500cc and up, it’s a dying business.

“We are looking to secure the future of this wonderful British company of which we are privileged to be stewards, and that means striking a balance between acknowledging the past and being bold for the future.”

The Norton V4SV.  Media from Top Speed.
The Norton V4SV. Media from Top Speed.

With the upcoming Commando 951 incubating in the Norton lab and EICMA around the corner, we can’t wait to see what the British bike brand brings to its people.

Be sure to stay tuned, drop a comment below to let us know what you think, and as always, stay safe on the corners.

*Media sourced from Top Speed*

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