On this week’s FactoryTALK, we are joined by John Russell, CEO of the iconic British motorcycle brand Norton. TVS Motor Company, Norton’s new owners, have invested millions of pounds into a new manufacturing facility in Solihull fortifying Norton’s future in a quest to become the world’s best motorcycle brand. John and Richard discuss how the historic marque aims to be a ‘brand of the future’ and not get lost in its past as some famous British manufacturers. Also discussed is Norton’s plans to manufacture electric motorcycles by 2035 and the measures to be taken to ensure its discerning customers enjoy the same thrilling experience, aesthetics, sound and feel of riding one of their traditionally-powered motorbikes.