To say we were collectively excited to hear that a new, middleweight Norton motorcycle was due to be unveiled at this year’s EICMA show would put it very mildly. The legendary British bike brand has been purchased by Indian transportation giant TVS which meant plenty of R&D budget and loads of marketing experience was suddenly at the reborn, small-batch firm’s disposal. The path taken by Norton’s newest owners has baffled not just fans of modern classic bikes like us, but motorcycle industry enthusiasts in general; why bother purchasing the name of one of history’s best-known motorcycle marquees only to design and build machines that in no way reflect nor acknowledge that glorious heritage?
We visited the Norton display area at the recent Barber Vintage Festival in Alabama where their display included one of the snazzy new Norton Manx V4 superbikes, some handsome signage and a classic Manx Norton 500 from the 1950s. The plan, apparently, was to remind the tens of thousands of vintage motorcycle fans at Barber of the historical and technological link between the Nortons of yesteryear and the fast, sleek modern wheels they’re producing today. One of the company reps asked me my opinion of the new Manx, and I honestly shared my thoughts: why label a modern superbike with a name that screams retro modern classic?
He nodded in agreement and assured me that “a Norton that actually resembles the old Nortons is coming very soon,” which was encouraging to say the least.This is the sort of motorcycle expected to be revealed at EICMA yesterday, but lo and behold, the new mid-sized Norton Roadster turns out to be, well, another piece of fruit picked from the ugly tree, just like the Norton Atlas adventure bikes revealed earlier this year.
With styling apparently inspired by an IKEA butter dish and lines evocative f 1980s Toyota, the Roadster- final name choice still forthcoming- is yet another strange step for a company that seems to have little grasp of what sort of motorcycles the riding public genuinely desires. From a marketing standpoint, the new bike is clearly not aimed at the US market as the single-cylinder 450cc water-cooled engine is expected to produce just 40 horsepower, which is compliant with licensing requirements in most Asian and European countries.
This isn’t just the old fart in me speaking: just look at the fantastic sales figures behind other modern classics from Triumph’s Bonneville range to Royal Enfield’s current (and recent) lineups to Moto Guzzi’s V7 and Kawasaki’s Z900RS and 650 for proof that selling streetbikes with retro inspiration is a sales sure bet these days. We’d love to hear your thoughts on teh new Norton 450 single, and you can contact our team at rockersrule@caferacermag.com. .
