Norton Motorcycles is once again going through a rebirth. After a period of...shall we say, financial malfeasance, ripped through the legendary motorcycling company, it's found itself with new owners. And just last week, it brought forth a bevy of new motorcycles designed to reengage with the community in more ways than just go-fast cafes or sportbikes. Hell, there's an adventure bike coming, too.
But if there's one word that summarizes the world today, it's affordability.
The world, and it is the world, is going through economic turmoil. Markets are heaving and hoeing like they were the Black Pearl through a hurricane, tariffs are chaotic evils unleashed by an absolute idiot, and the general public can't afford to go grocery shopping without consulting whether or not it'd interfere with paying rent or their mortgage. Affordability is what everyone has on their minds. Yet, it's not only tied to the price of a thing, or in this case, a motorcycle.
Affordability also goes hand-in-hand with how much it costs to service or fix that thing, which is why so many outdoorsy folks are switching from hella expensive trucks to side-by-sides. Norton doesn't want to fall down that trap with its rebirth, so it's going to offer an unlimited-mile warranty on all of its motorcycles. There is, however, one small catch.
According to the company, buyers of new Nortons will get an unlimited-mile warranty, is fully transferable, and also get a "comprehensive" roadside assistance, which includes "Rapid response times – minimal wait times through efficient dispatch systems and real-time tracking; Onward travel assistance; 24/7 availability: round-the-clock service to meet customer needs anytime, anywhere; Personalized service – tailored to customer profiles and model types; Transparent communication & real-time updates; Coverage optimization – strong urban and rural presence to reduce service gaps; and Mobile apps and digital interfaces – allowing customers to request help, track service, and manage plans via the Norton app."
However, there's a small catch in that the unlimited-mile warranty is only good for the first 36 months. That's more than most by a long shot, but it's still something to be aware of.
Speaking about the warranty, Global Director of Aftersales Ownership Experience at Norton, Mainak Nandi, told reporters, "Service and dedication to the ownership experience lies at the very heart of our Resurgence strategy," adding, "While the new products and updated brand and business strategy drive the Resurgence, it is the experience and service that will continue the journey for our customers. Our job is to remind Norton owners at every juncture that this is more than a business or even a brand, we are a partner in the motorcycle ownership experience. We are here to enhance, educate and resolve all aspects of the ownership experience through unwavering, dedicated and unique in the industry service."
Likewise, Norton will begin to offer a 24-month warranty on all genuine Norton parts, extending those parts and accessories affordability, too. All of this, however, is to better jive with the times and offer the customer true affordability. Because you don't want to sell them something just for it to break down and then cost another arm and a leg to repair. Especially for a company that needs to repair some relationships with its customers.
