TVS Motor Company Announces Next Phase of Norton Revitalization with Appointment of New Leadership Team to Bring Famous Brand Into a New Era


May 13, 2021 5:27 PM STI

London [United Kingdom] May 13 (ANI / NewsView): TVS Motor Company (TVS), owner of The Norton Motorcycle Co. Ltd. (Norton), announces the appointment of Dr Robert Hentschel as CEO and Vittorio Urciuoli as Technical Director Officer (CTO) of the historic motorcycle brand based in Solihull. The announcement is the next key step in the transformation of the historic brand, as it builds on its newly re-established foundations and prepares for brand revitalization for the future.
* Sudarshan Venu, Deputy Managing Director of TVS Motor Company (TVS), Announces New Norton Leadership to Deliver Next Phase of Historic Brand Revitalization Under TVS Ownership
* TVS – one of the top five two-wheeler manufacturers in the world – underlines its position as one of the leading India-based companies investing in the UK with the creation of new skilled jobs in engineering and manufacturing at Norton
* Norton has undergone a complete transformation since its takeover of administration by TVS and is now positioned for future growth and to propel the brand into the future
* Dr Robert Hentschel is appointed CEO and Vittorio Urciuoli will take the newly created position of CTO. Both roles will be essential in realizing the TVS vision for Norton
* The new management team brings exceptional global automotive leadership and engineering experience, including leadership roles at Ricardo, Ferrari and Lotus
* The announcement represents another strategic step for Norton under TVS ownership, building on the move to a new Solihull-based plant headquarters announced earlier this year
* After playing a key role in stabilizing the business, John Russell will end his tenure as Interim CEO as the business moves smoothly to the new management team
* High resolution images available for download:
Hentschel and Urciuoli will take up their new roles when John Russell steps down as interim CEO. Dr. Robert Hentschel joins Norton from Valmet.
Automotive Holding GmbH & Co. KG, where he was Managing Director since 2017. Previously, he headed Ricardo Deutschland and Hentschel System and was also Director of Lotus Engineering. Vittorio Urciuoli’s former key roles in the global automotive industry include Director of URVI Ltd., Powertrain Director at Lotus Cars and Project Manager at Ferrari and Aprilia Racing.

Sudarshan Venu, deputy general manager of TVS Motors, said: “TVS has created a plan for Norton to be transformed into the future. The brand will retain its core values ​​which will be interpreted in a modern way for the customers of today and tomorrow. in this context, we are delighted to welcome aboard a new management team led by robert to lead this next phase of the voyage. “
“His passion for customers, brands and the future of mobility will be of immense value to Norton. Vittorio has tremendous commitment and experience in creating world class products, which is essential for the future of the brand. Both are strong engineers. with a pedigree on the world stage. Together with the entire TVS team, I look forward to working with them for the revitalization of one of the world’s most trusted brands. “
“Over the past 12 months, we have ensured that our clear strategy for the transformation of Norton has been implemented with significant product improvements and the establishment of a world-class manufacturing facility in record time. next phase of his journey. “
“I would like to take this opportunity to thank John Russell for his accomplished leadership, experienced judgment and clear vision that he demonstrated during his tenure as interim CEO of Norton. Under John’s tenure, with the investment and support of TVS, Norton has returned to a solid foundation and made notable improvements in engineering and product quality, which will be visible in the soon to be released updated version of V4SS. in place a new design, engineering, manufacturing and sales and marketing headquarters in Solihull. Thanks to the exceptional effort of John and many other colleagues, Norton is poised to take the next step of its rebirth and to generate significant growth. “
Shortly after TVS acquired Norton in April 2020, Russell was appointed to stabilize the business and create a platform that now allows Norton to begin manufacturing and supplying high-tech motorcycles worthy of the brand. iconic to a growing global customer base.
Dr Robert Hentschel said: “It is an honor to take the helm of Norton at this exciting time in the company’s remarkable 123-year history. To help restore such an iconic and highly regarded brand to its rightful place on the world stage, this is a unique career opportunity. Under the strategic leadership of TVS Motor, Norton has already achieved incredible success, including being rescued from administration and starting the rebuilding process. A highly motivated team has been assembled, bringing approximately 100 new jobs to the region, to which we will add more in the future as the business grows. Norton is once again on the verge of building the best motorcycles in the world. “
Vittorio Urciuoli said: “The name Norton holds such a special place in the hearts of all motorcycle enthusiasts around the world. Being the first manufactory to win the famous Isle of Man TT race in 1907, no other motorcycle was born. has such an evocative name and a superlative. It is the dream of every engineer to work for a company with such a rich heritage. Today, our eyes are firmly on the future. With the support of TVS and the opening the new state-of-the-art manufacturing process, everything is in place to take Norton to the next level. “
John Russell, outgoing interim CEO of Norton Motorcycles, said: “I am delighted to have had the opportunity to guide Norton into a new era, having long admired the historic brand as an icon of British motorcycles. During my time at Norton, we have made many improvements, including moving the company to a new state-of-the-art head office, with investment and support from TVS Motor Company. I wish good luck to you. the new management team and I have no doubts that they will advance Norton to future success. “
Norton Motorcycles was founded in 1898 as a manufacturer of accessories and parts for the two-wheel trade.
Norton Motorcycles has grown into one of Britain’s most iconic motorcycle brands, making famous models such as the 650SS, Atlas, Commando, Dominator, Manx, Navigator and more – constantly innovating in technology of the motorcycle, with advantageous characteristics for the lightness and resistance of the motorcycle. races. Norton Motorcycles has an unrivaled history in motorsport and the brand name is synonymous with TT racing on the Isle of Man.
In April 2020, Norton Motorcycles was acquired by TVS Motor Company, the third largest motorcycle maker in India. Under TVS management, Norton is based in a new manufacturing facility in Solihull, West Midlands, building British bikes in England using traditional artisan techniques with modern machinery for consistent and high quality.
This story is provided by NewsView. ANI will not be responsible for the content of this article in any way. (ANI / NewsView)


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