TVS Motor Company Case Study

With fresh capital and renewed operational expertise, the acquisition of Norton Motorcycles created an opportunity for TVS Motor Company to enter the premium motorcycle space. This diversified their international product portfolio and fulfilled a vision to design and manufacture exciting, safe, and responsible mobility products for global customers.

Recognising Norton’s rich heritage as one of the UK’s most iconic motorcycle marques – with a legacy dating back to 1902 – TVS faced the immediate challenge of revitalising the Norton brand following a period of financial instability and operational constraints. Years of fragmented operations had limited Norton’s ability to invest in modern production, culminating in a halt in manufacturing at its Leicestershire HQ in early 2020.

With an increasingly competitive premium motorcycle market coupled with demanding engineering standards driven by new EV innovations, TVS identified the need for a new strategic location to reestablish large-scale production and plant Norton back on the global stage. Enabling the firm to scale into a new phase of growth propelled by next-generation manufacturing capabilities, a close-knit ecosystem of R&D assets and stronger supply chain integration.

In January 2021, TVS announced a multi-million-pound investment to relocate the UK headquarters of Norton Motorcycles to a new state-of-the-art facility in Solihull, West Midlands.

The decision to select the West Midlands for the new manufacturing facility was underpinned by the region’s robust supply chain of automotive industry heavyweights and rich landscape of academic-led innovation.

Norton’s 30-year-long partnership with Warwick Manufacturing Group – part of the University of Warwick – provided an additional anchor for TVS to select Solihull. The firm relished the opportunity to build on its longstanding relationship with the institution, which is committed to transforming engineering, manufacturing and technology-related industries through research, skills training and knowledge transfer.

This partnership is exemplified by WMG and Norton Motorcycles Zero Emission Norton initiative. In this multi-partner project, WMG contributes its expertise in battery technology, systems modelling and toolchain development to accelerate Norton’s electrification capabilities – creating new jobs, upskilling engineering talent, and reinforcing the UK’s position in next-generation motorcycle engineering.

With a strategy in place to make the West Midlands the new home of Norton, TVS turned to the West Midlands Growth Company (WMGC) for help settling into the region. As the region’s official investment promotions agency, WMGC were able to offer TVS a suite of free services to facilitate the move.

WMGC provided tailored consultancy on site selection, connected TVS and Norton with key local business networks, and delivered strategic PR and marketing guidance to maximise awareness of the investment.

WMGC were uniquely positioned to lead this work. Recognising the West Midlands’ potential as a hub for Indian businesses, it had established the West Midlands India Partnership to promoting trade, tourism and investment between the region and India.

Drawing on this expertise, WMGC convened local businesses, universities and councils to unlock collaborative opportunities and drive economic growth.

Through this partnership, TVS joined a growing trend of leading Indian enterprises choosing to invest in the West Midlands.

Major firms, including Tata Motors, Microland, Infosys and the Mahindra Group, had established significant operations in the West Midlands over the previous decade, establishing the region as a gateway to access opportunities in UK and European markets.

Upon completion, Norton’s new manufacturing site became the most advanced facility in its history. Today, the site provides a permanent central hub for the company’s design, engineering, purchasing, sales, marketing and support teams – alongside the skilled production team, which launched a new flagship line of motorcycles in November 2025 at EICMA Milan.

With access to the region’s heritage talent in manufacturing and technology, the investment has further strengthened ties with leading UK research institutions – particularly around EV and battery technology.

With a growing demand for electric vehicles and motorbikes, Norton Motorcycles stands perfectly placed to take advantage of definitive R&D from leading battery technology hubs and institutions, including:

• UK Battery Industrialisation Centre (UKBIC) in Coventry: The UK’s national battery development facility helping companies grow their battery manufacturing while providing the skills and support to move into industrial production.
• Greenpower Park: Located within the Coventry and Warwick Investment Zone, Greenpower Park is the UK’s only large-scale battery production site. With a 60GWh capacity, Greenpower Park delivers an all-in-one solution to help businesses research, manufacture, test and recycle batteries.

With continued growth driven by the rejuvenation of its product line, Norton has increased its workforce by 25% to meet the growing demand for its revitalised product line. This expansion has led to further investment by TVS in internal infrastructure, solidifying the firm as a global centre of excellence for motorcycle design, production and electrification.

Located close to Birmingham International Airport and at the heart of the country’s motorway and public transport network, Norton Motorcycles is embedded within the region’s internationally renowned cluster of automotive expertise, which is responsible for a third of all production in the UK.

Home to 4.4 million people, the West Midlands has ranked as one of the UK’s leading regions for attracting Foreign Direct Investment, resulting in the region becoming one of most dynamic, forward-looking and ambitious metropolitan hubs in Europe.

Alongside Norton, the region is home to a host of heritage brands including Aston Martin, BMW and Jaguar Land Rover – part of Indian conglomerate Tata Motors, reinforcing the region’s draw as a hub for international investment and capital deployment.

With a continued partnership with the WMGC, Norton Motorcycles is set to maintain its growth trajectory towards transformation and innovation, steered by the strategic vision of TVS.

TVS and Norton Motorcycles stand as a shining example of Anglo-Indian cooperation.  By utilising the strength of the region’s robust supply chain and collective push towards electrification, Norton Motorcycles will no doubt help define the next chapter of the region’s long history of manufacturing innovations.