TVS Motors , through its iconic British motorcycle manufacturer Norton Motorcycles, has taken a significant step in its revitalization efforts by releasing the first official design sketch of its new flagship superbike. This move is part of Norton's 'Resurgence' campaign, which aims to redefine the brand's identity and introduce a new generation of motorcycles.

New Design Philosophy

The sketch, created by Norton's Head of Design, Simon Skinner, offers a glimpse into the company's new modern design philosophy. This fresh approach is being developed under the advisory of Professor Gerry McGovern OBE, who has been named Chief Creative Advisor to Norton. McGovern, known for his work as Chief Creative Officer at JLR, brings his expertise in luxury automotive design to the motorcycle brand.

Upcoming Reveal at EICMA

Norton plans to unveil an all-new range of motorcycles later this year at EICMA (Esposizione Internazionale Ciclo e Motociclo) in Milan. The new flagship superbike will lead this lineup, showcasing not only the new design language but also a reimagined brand identity.

Collaboration and Vision

Professor McGovern expressed his enthusiasm for the project, stating, "Modernity, innovation and luxury are not terms you immediately think of when considering classic motorcycle brands. However, having previously worked with TVS Chairman Sudarshan Venu, when I received an invitation to collaborate on the reimagining of Norton, I was intrigued."

Simon Skinner, Norton's Head of Design, added, "What we've designed, and what has been meticulously developed across the company's engineering team, is a range of motorcycles that I'm sure is going to both surprise and delight the world."

Investment and Growth

TVS Motor Company, which acquired Norton in April 2020, has demonstrated its commitment to the brand by investing over £200 million to date. This investment has supported the development of Norton's Solihull headquarters as a global center of excellence for motorcycles. The company has also increased its workforce by 25% since the start of 2025, preparing for global expansion.

Norton Motorcycles' rich heritage, combined with this new direction, signals an exciting future for the brand. Motorcycle enthusiasts and industry observers alike will be eagerly awaiting the full reveal of Norton's new lineup at EICMA, which promises to blend the company's storied past with a bold new vision for the future.

TVS Motors has made a bold entry into the adventure rally tourer segment with the launch of its new super-premium offering, the TVS Apache RTX. Priced at an introductory ₹1,99,000, this motorcycle marks a significant milestone for the company as it expands its product portfolio.

Key Features and Specifications

The Apache RTX comes equipped with a range of features designed to appeal to adventure seekers and rally touring enthusiasts:

Advanced Technology and Design

The Apache RTX is built on TVS's new Next-Gen TVS RT-XD4 engine platform, showcasing the company's commitment to innovation. This platform incorporates four dual technologies:

1. Dual Overhead Cams with downdraft port
2. Dual oil pump with split chamber crankcase
3. Dual cooling jacket cylinder head
4. Dual breather system

These technologies aim to deliver high performance, efficiency, and reliability across various riding conditions.

Market Positioning and Availability

TVS Motors is positioning the Apache RTX as a versatile machine capable of handling both on-road and off-road terrains. The motorcycle is available in five color options across three variants, catering to a wide range of preferences among adventure motorcycle enthusiasts.

Company Perspective

Gaurav Gupta, President of 2W India Business at TVS Motors, emphasized the company's focus on innovation and meeting evolving customer needs. He stated, "We expect the TVS Apache RTX to continue this winning streak and bring renewed spirit and new energy to the adventure rally tourer segment."

Vimal Sumbly, Head Business - Premium at TVS Motors, added, "With the all-new TVS Apache RTX, we are proud to introduce a new kind of motorcycle that takes this legacy into the world of adventure touring."

The launch of the Apache RTX demonstrates TVS Motors' strategy to diversify its product range and tap into the growing adventure motorcycle market. With its competitive pricing and feature-rich offering, the company aims to attract both seasoned riders and newcomers to the adventure touring segment.

Conclusion

The introduction of the TVS Apache RTX represents a significant move for TVS Motors in the competitive two-wheeler market. By leveraging its racing heritage and incorporating advanced technologies, TVS is positioning itself to capture a share of the adventure motorcycle segment, which has seen growing interest among Indian riders in recent years.

As the market response unfolds, it will be interesting to see how the Apache RTX performs against established players in the adventure touring category and whether it can carve out a niche for itself in this competitive space.