Norton enters the adventure segment with the new Atlas
Few motorcycle manufacturers can match Norton’s long and successful history. Founded in Birmingham in 1898, the company went on to become one of Britain’s most successful motorcycle manufacturers during the 20th century, thanks in no small part to its many victories at the Isle of Man TT.
Following several years of financial difficulties and entering administration in 2020, Norton’s assets were acquired by India’s TVS Motor Company. Since then, substantial investments have been made in product development and manufacturing, while engineering and development have continued in Solihull, England. Today, Norton remains a British motorcycle brand, albeit under Indian ownership, with a clear ambition to reclaim its place among the world’s premium manufacturers.
Built in Britain, produced in India
The Atlas has been developed by Norton’s engineering team in Solihull, England, while production takes place at TVS Motor Company’s modern manufacturing facility in Hosur, India. The combination reflects how the historic British marque is now combining its heritage with a global industrial operation.
The new model range consists of the Atlas and the more road-focused Atlas GT. Both are built around an all-new platform powered by a liquid-cooled 585 cc parallel-twin producing 69 hp and 57.5 Nm of torque. The motorcycles are equipped with fully adjustable KYB suspension, a Bosch six-axis IMU, multiple riding modes and an 8-inch TFT display with smartphone connectivity and navigation.
According to Norton, the first production motorcycles have now rolled off the assembly line ahead of the global launch later this year.
A classic name returns
Atlas is not a new name in Norton’s history. The original Atlas was introduced as early as 1962 and was, at the time, the company’s largest parallel-twin.
The model was developed primarily for the American market and quickly gained a reputation for its strong engine and touring capabilities.
When it was replaced by the iconic Commando in 1968, the Atlas name disappeared from the model line-up.
Now Norton is reviving the Atlas name, but in a completely new form.
Having previously been a classic road motorcycle, the Atlas now becomes the company’s first modern adventure motorcycle.
Anna Haglund