Norton Motorcycles targets U. S. relaunch Parts Europe
Adds Rick ' s Motorcycles
With four new models and plans for an expanded dealer network, Norton Motorcycles in the UK says it is " is officially returning to the U. S. market in 2026 ". Backed by nearly USD $ 270m of investment capital from Indian conglomerate TVS Motor Company, Norton is one of the classic British brands. TVS rescued Norton from bankruptcy in 2020 when the Stuart Garner owned Norton iteration controversially ran out of money. Manufacturing was subsequently moved from Garner ' s Castle Donnington site to a new facility near the brand ' s original roots in Birmingham, England in 2021. New models seen at AIMEXpo( Anaheim in January 2026) included the Manx R, Manx, Atlas, and Atlas GT- all part of Norton ' s " resurgence " comeback strategy and all expected to start being offered through a new dealer network later this year. Headed up by industry veteran Steve Radt- as Head of Sales and Country Manager for Norton. Radt is an ex- Ducati North America executive and former Owner / General Manager of Ducati / Triumph New York. The new plant is said to have an 8,000-unit annual capacity and has seen a recent ramping up of headcount in anticipation of increased production numbers. Birmingham also acts as Norton ' s R & D center but such are TVS ' ambitions, that last year saw it acquire controlling ownership of internationally respected Italian design and engineering consultancy Engines & Engineering- located deep in the heart of ' Ducatiland ' in the Bologna Motor Valley. Producing nearly five million vehicles of one kind or another last year, TVS sells in nearly 100 markets globally and is one of India ' s ' Big Five ' motorcycle and powersports manufacturers and is the third-largest motorcycle company in India by revenue and is the second largest of the Indian manufacturers is two-wheel export terms. Norton says it is looking to have built a global dealer network of some 200 outlets by the end of this year, with the U. S. targeted as a key expansion market. www. nortonmotorcycles. com
SBS Strengthens U. S. Aftermarket
Danish brakes products specialist SBS Friction has announced the appointment of Angel June Hacker as Aftermarket Sales Manager for North America. " Hacker brings extensive experience from the powersports retail and dealership landscape, giving her a deep understanding of the challenges and opportunities facing today ' s motorcycle businesses. Her role will focus on driving SBS ' s North American sales strategy, strengthening customer outreach, and growing SBS representation across key distribution channels. " Angel ' s background gives her a unique advantage. She understands the motorcycle business from the shop floor to the sales counter, allowing her to work with dealers and distributors as a true partner focused on long-term growth." As part of her responsibilities, Hacker will lead the onboarding of dealerships into the SBS Brake Academy, helping shops position themselves as specialized brake experts. She will also spearhead SBS ' s expansion in the e- comm market, ensuring riders and dealers alike have access to trusted, high-performance braking solutions. " A motorcycle enthusiast herself, Hacker is known for her strong relationships throughout the industry and her ability to connect authentically with dealers, distributors, and riders. Her customer-first approach is rooted in practical experience and a passion for the sport." www. sbsbrakes. com
Parts Europe has announced the addition of the Rick ' s Motorcycles brand( Baden Baden, Germany) to its portfolio of products. One of Europe ' s best-known manufacturers of premium custom motorcycle parts and accessories, " this
partnership brings Parts Europe dealers access to a wide selection of Rick ' s high-quality components designed for Harley-Davidson motorcycles." Internationally recognized for its craftsmanship and engineering excellence, Rick ' s has decades of experience in the custom motorcycle industry, having been one of the leaders of the early 1990s evolution of what became known as the ' Fat Rear End ' and, ultimately, the ' Euro Style ' of custom bikes that were dominant in Europe and USA at the end of the 1990s and into the early noughties. Rick ' s products still have iconic, signature styling, perfect for riders and workshops looking to elevate Harley- Davidson customization. From handlebars to riser kits, fork covers, wheels and brakes, " Rick ' s Motorcycles has everything to build the bike of your customer ' s dreams." www. partseurope. eu www. ricks-motorcycles. com