Norton Motorcycles has released the first official design sketch of its upcoming flagship superbike, a new chapter for the British brand under its ‘Resurgence’ strategy. The model will be built at the company’s Solihull facility and is set for a global debut at EICMA 2025 in Milan.
The sketch, created by Norton’s Head of Design Simon Skinner, features a sharper and more modern design language that builds on the brand’s long racing heritage. The process has been overseen by Professor Gerry McGovern OBE, Chief Creative Officer at Jaguar Land Rover, who also serves as Norton’s Chief Creative Advisor.
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McGovern’s involvement reflects Norton’s renewed focus on strong design
identity and product substance, following its revival under TVS Motor Company ownership. His design oversight brings a new level of discipline and refinement to Norton’s creative process, aiming to align it with global premium motorcycle standards.
Simon Skinner described the upcoming model as a step forward for Norton’s design approach. “What we’ve designed is going to both surprise and delight the world,” he said. “It’s a new direction that remains sensitive to our legacy while embracing the future.”
Since TVS Motor Company acquired Norton in 2020, more than £200 million has been invested in rebuilding the brand. The Solihull facility has been developed into a global hub for high-performance motorcycles, equipped with advanced design, engineering, and production capabilities. Norton’s workforce has also grown by 25% since early 2025 as the company prepares for larger-scale production and exports.
TVS’s investment and operational support have been key in restoring Norton’s credibility after its turbulent past. The company now aims to establish itself as a competitive player in the global premium motorcycle segment alongside brands like Ducati, BMW, and Triumph.
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The upcoming flagship superbike will lead a new generation of Norton models that aim to redefine the company’s market presence. The first production-ready motorcycle from this new lineup will be unveiled in November 2025, shortly before its EICMA appearance.
