TVS announces new leadership at Norton Motorcycles

Christopher Chaves Updated: May 14, 2021, 01:08 PM IST

TVS Motor Company, owner of The Norton Motorcycle Co Ltd, has announced the appointment of Dr. Robert Hentschel as Chief Executive Officer and Vittorio Urciuoli as Chief Technical Officer of the iconic British motorcycle brand. Hentschel, who joins Norton from Valmet, steps in to replace John Russell, who served as interim CEO at Norton shortly after TVS acquired the company back in April 2020. The announcement represents a strategic milestone for Norton under TVS ownership, building on the move to a new Solihull-based factory HQ announced earlier this year.

(L) Dr. Robert Hentschel and (R) Vittorio Urciuoli

Sudarshan Venu, joint Managing Director of TVS Motors, said: "We are excited to welcome on board a new management team led by Robert to lead this next phase of the journey. His passion for customers, brands and the future of mobility will be of immense value to Norton. Vittorio has a tremendous commitment and track record of creating world class products, which is key to the future of the brand. Both of them are strong engineers with pedigree on the world stage. Along with the entire TVS team, I look forward to working together with them for the revitalisation of one of the world's most storied brands."

"I would like to take this opportunity to thank John Russell for his accomplished leadership, experienced judgement and clear vision that he has displayed during his time as interim CEO of Norton. Under John's tenure, with investment and support from TVS, Norton has returned to a firm footing and made marked improvements to engineering and product quality, which will be seen in the updated V4SS that will be launched soon. In addition, we have established a new, state-of-the-art global design, engineering, manufacturing and sales and marketing HQ in Solihull. Thanks to John and many other colleagues' exceptional endeavour, Norton is poised to move to the next stage of its rebirth and deliver significant growth," added Venu.

Dr Robert Hentschel said, "It is an honour to take over the stewardship of Norton at this exciting time in the company's remarkable 123-year history. To help restore such an iconic and much-loved marque to its rightful place on the global stage is a once- in-a-lifetime career opportunity. Under the strategic direction of TVS Motor, Norton has already achieved incredible success which includes being rescued from administration and beginning the rebuilding process. A highly motivated team has been assembled, bringing around 100 new skilled jobs to the region, to which we will be adding more in the future as the business grows. Norton is once again poised to build the finest motorcycles in the world."

Vittorio Urciuoli said, "The Norton name has such a special place in the heart of every motorcycle enthusiast around the globe. Being the first manufacture to win the famous Isle of Man TT race in 1907, no other motorcycle has such an evocative name and superlative history. It's every engineer's dream to work for a company of such rich heritage. Now though, our sights are set firmly on the future. With the backing of TVS and the opening of the new state-of-the-art manufacturing process, everything is in place to take Norton to the next stage."


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