Norton Manx, Atlas, and Atlas GT — First Look

Norton Motorcycles has laid out its next chapter at EICMA 2025, marking what it calls the brand’s “Resurgence.” Backed by major investment and industrial muscle from parent company TVS Motor, Norton’s rebirth is less about nostalgia and more about building a sustainable, forward-looking British motorcycle brand.

Five years after TVS acquired the company in 2020, Norton is introducing a lineup that will define its modern identity. The effort is anchored by a new £200 million headquarters and manufacturing facility in Solihull, England — a site capable of producing up to 8,000 motorcycles annually. The facility serves as the design, R&D, and assembly hub for a range of new models developed under Norton’s own direction, with support from TVS’s global supply and production network.

At the center of this resurgence are four all-new models — the Manx R, Manx, Atlas, and Atlas GT — with two more to be unveiled at a later date. Norton's approach appears to be aimed at some of the most popular segments in its core markets. It's a move that makes sense for reestablishment into the industry.

The Models: Old Names, New Purpose

Let's dive into three of the four models leading Norton into the future. The fourth, the flagship Manx R, has an article dedicated entirely to it. Next is the Manx, a naked sportbike that enters into a field that's already incredibly stacked with powerhouse entrants. Both it and the Manx R are powered by a 1,200cc V4 producing a claimed 206 hp and 130 Nm of torque. There's no word yet if the Manx will receive a different state of tune compared to its fully-faired brethren, but considering how Norton stressed the fact its V4 engine was built around real-world usability, it's entirely reasonable to assume the Manx will receive the same amount of power. Same goes for the chassis and suspension; the Manx R is uses a lightweight chassis, semi-active Marzocchi suspension, and carbon wheels. At this point, we can only assume the Manx will use the same.

Following the Manx R and Manx come the Atlas and Atlas GT. These are middleweight adventure models designed for versatility, utilizing another all-new engine for the company, this one a Parallel-Twin. Displacement hasn't been verified, but considering these are middleweight bikes, we can assume it'll be somewhere in the 700cc range.

The Atlas, with its wire-spoke wheels and semi-knobby tires, steers more towards quasi-adventure riding, while the Atlas GT sticks to more traditional 17-inch cast wheels and street tires, clearly representing a touring option for those who don't intend on spending time in the dirt. From the images we can see radially mounted ByBre four-piston calipers up front, and what appears to be about 300mm discs on both sides. A tall windscreen should shield some of the elements from the rider, while the tail section appears to already have provisions to accept luggage. The cockpit appears to be a comfortable place, with high handlebars, low pegs, and a well-padded seat inviting its rider to go for a long ride.

A New Era for Norton

The Solihull site symbolizes Norton’s transformation from a struggling boutique builder into a manufacturer with credible industrial backing. In fact, the workforce has grown by 25% in preparation for the new model launches.

While TVS operates on a massive global scale — selling more than 4.7 million vehicles last year across 90 markets — Norton’s focus remains firmly in its traditional strongholds of the UK, Europe, and North America — hence these models that make a lot of sense in each market. Expansion into Asia and India will come later, but Norton’s immediate goal is to rebuild credibility through consistent quality, reliability, and service.

Design Philosophy

Norton’s new look comes from the combined vision of Gerry McGovern — best known for his work redefining Jaguar Land Rover — and Norton design chief Simon Skinner. Together, they’ve established a design language that merges engineering precision with simplicity. Rather than layering on complexity, Norton’s approach emphasizes proportion, stance, and purity.

This collaboration extends beyond styling. Design and engineering teams now work together, with both disciplines sharing equal footing. The result is a cohesive range that balances performance, aesthetics, and practicality.

Innovation and Detail

Norton’s heritage has always revolved around innovation and racing, from the “featherbed” chassis of the 1950s to the rotary racers of the 1980s. Interestingly, that philosophy is now taking a slight turn. Instead of chasing every last bit of performance, like many of its competitors, Norton understands that the vast majority of motorcycles spend their time on the road — so that's where the focus lies.

Each of the new models integrates modern rider aids, adaptive electronics, and connectivity via an 8-inch TFT display, while retaining a focus on the tactile and emotional aspects of riding. The company says the guiding principles behind the new range are Design, Dynamics, and Detail — balancing aesthetics, engineering, and user experience across every touchpoint.

Looking Forward

Norton’s path forward appears more grounded than its previous attempts at revival. With solid financial backing, global manufacturing infrastructure, and a clear design and engineering strategy, the company finally seems positioned to compete on merit rather than name recognition alone.

The first real test will come when the Manx R and Manx hit the road — and when riders can judge whether Norton’s comeback has the substance to match its storied name.