Motoroyale and Norton Motorcycles sign international joint venture

In what can be termed as a historic announcement, Motoroyale, Kinetic group’s venture of multi brand superbikes announced today an international joint venture with the British marquee brand, Norton Motorcycles. The two legendary brands have decided to collaborate in what is the latest trend in automobiles - Indian companies tying up with British companies to create history. Norton, arguably the most noted and amongst the first ever motorcycle brands in the world, is currently based in Donington Hall near London. Norton hand-built their motorcycles that consists of charming classic sport and café racer high performance motorcycles with 961cc engines with the popular “Commando” and “Dominator”.  These vehicles will now be available to Motoroyale, which is part of the legendary Kinetic group, a name known in India since more than four decades, having launched life changing products like ‘Luna’ and ‘Kinetic Honda’.  The joint venture envisages combining the legacy, experience and expertise of these two brands to form a winning combination in the growing superbike market in India and major countries in Asia.


Estimating the superbike market in India to be about 12000-15000 bikes annually growing at 20%, Motoroyale expects Norton to take 10%-14% market share of the same in India alone, which works out to 1200 – 2000 vehicles in India in the coming years. The JV also shall market and appoint distributors in the countries of Bangladesh, Bhutan, Indonesia, Malaysia, Maldives, Mongolia, Myanmar, Brunei Darussalam, Lao Peoples Democratic Republic, Cambodia, Nepal, Philippines, Singapore, Sri Lanka, Thailand, and Vietnam. The ASEAN sales will be additional to the extent of 4000 - 5000 vehicles annually within 2 – 3 years of launch. This vision is in line with the ‘Make in India’ initiative, where under the ASEAN agreement signed by the government, there are preferential import tariffs across some of the above countries, and the JV aims to exploit the same.


Motoroyale’s new exciting JV promises India tremendous excitement and good-looking motorcycles and shall start off in the first quarter of next year by launching a limited edition all British CBU version of its existing models. It will parallelly set up its CKD assembly for Norton’s most popular range of the classic 961cc café racer and sports model, Commando which will be followed by the Dominator; and its variants, Commando 961 Sport; Commando 961 Café Racer; Dominator Sport and DomiRacer. These are expected towards the end of 2018. Parallely Norton is working on developing a new range and engine platforms, which will be made available to the JV in the subsequent years.


The motorcycles will be assembled in India at Kinetic’s plant in a dedicated space for Motoroyale stretched over 52 acres in Ahmednagar that holds a capacity of assembling 30,000 vehicles annually.  Motoroyale is in the process of setting up world class facilities for engine and vehicle assemblies for its various brands, and shall undertake the complete requirements for


Indian homologation along with the support of Norton. Motoroyale envisages Norton, along with the other brands it has tied up with to be a major initiative and has planned an investment in the range of USD 10mn including the setup, working capital and marketing expenditure required to make this a successful project, in a step by step manner.


The unique idea of a multi brand superbike venture, Motoroyale is envisaged by Mr. Ajinkya Firodia, Managing Director who added “Motoroyale shall offer the best two wheeler brands across the globe to the Indian market. Having said that, I deem that Norton motorcycles fit the idea exquisitely. Norton has maintained its own charm and legacy, which makes it a standalone brand. ‘Norton Motorcycles’ are like the ‘Aston Martins’ of the motorcycling world. Currently they are extremely fabulous and exclusive. By combining the joint strengths of Norton and Kinetic, we are aiming to deliver the same finesse at an exciting value proposition in order to expand the reach of the motorcycles to true biking enthusiasts. I am in no doubt that these motorcycles will he highly appreciated and welcomed by discerning the motorcyclists”


Mr. Stuart Garner, CEO& Owner, Norton Motorcycles said, “Norton has a unique place in motorcycle history. We have been hand building gorgeous bikes in England for many years. We are now taking the next big step forward and delighted to form this alliance with the Kinetic group. I believe that the style, passion and beauty of Norton products coupled with the experience of Kinetic will make a winning combination and deliver a fabulous range of Norton motorcycles across the ASEAN territories”.


Andreas Leuthe, Business Development Manager for the JV, adds “Norton is the icon of English motorcycle brands and especially in India Norton will find a large clientele. I believe that this Norton-Kinetic joint venture will not only open the Indian market but also be the gateway to globalization in Asia. When connecting Kinetic with Norton, I was sure that Kinetic is the right partner for Norton to represent Norton's exclusivity in India as we specialize in luxury brands. I am looking forward to conquering the Asian market with this joint venture and to making Norton an important part of the luxury high-end motorcycle market in Asia.”


About Norton:

Norton Motorcycles was founded in Great Britain in 1898. By 1902 the company made its first motorcycle - ‘Energette’. In 1908, a Norton-built engine was added to the range. This began a long series of production of single and eventually twin-cylinder motorcycles, and a long history of racing involvement. In late 2008, Stuart Garner, a UK businessman, bought the rights of Norton and relaunched Norton in its Midlands home at Donington Park. In 2009, CEO Stuart Garner set the World Speed Record for a Rotary Powered Motorcycle (recording 173mph for a timed mile). The first Commando 961 was delivered in 2010 and the success of Commando 961 now sees a new V4 RR motorcycle launched. Norton returned to racing and is now the fastest British bike ever at the famous Isle of Man TT races.


About Motoroyale & Kinetic

Motoroyale is a part of the Kinetic Group of companies, a pioneering automotive group in India. Motoryale launched MV Agusta in 2016 followed by the SWM with an overwhelming response in the Indian automobile market and award winning product range. Motoroyale currently has four exclusive dealerships in the major cities like Pune, Ahmedabad and Bangalore and will soon be followed by Chennai, Mumbai, Delhi and other cities in India. Kinetic has been in the automotive business since 1972 and is widely known for its innovative products. Kinetic has always been known for introducing advanced technologies in India and has extensive experience in retail as well in as after-sales service for two-wheelers and Motoroyale envisages persisting the same.



Arzoo Alamin                                                  Kay Johnson

Management Representative             Head of Global Sales and Marketing

Motoroyale                                                     Norton Motorcycles

D 1 Block Plot 18/2 MIDC, Chinchwad           Donington Hall

Pune 411019                                                    Castle DoningtonDE74 2SG

Ph: 8806067092                                     Tel:  +44 [0] 1332 811988

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Nov 21, 2017
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