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It appears that Norton Motorcycles is on the verge of putting its products back in the United States. This observation is based on the fact that the U.K. company has hired Steve Radt, the former longtime owner and general manager of Ducati and Triumph franchises in New York City, to serve as sales head and country manager in the U.S.
For nearly the past four years, Radt has worked for EV automaker Polestar, the last two years as head of sales. Before that, he had the NYC dealerships from July 2011 through November 2020.
In a statement posted on LinkedIn, Radt said, “Norton’s legacy is built on innovation, craftsmanship, and performance, and I couldn’t be more excited to lead the charge in establishing U.S. operations and bringing this storied brand to a new generation of riders.
“I’m looking forward to working alongside industry veterans and subject matter experts as we relaunch Norton in the U.S. and reignite the passion for this iconic marque. Stay tuned—big things are coming!”
No timetable for Norton’s return to the U.S. has been released. In his bio on LinkedIn, Radt elaborated, “My focus is on establishing a profitable, engaged dealer network and fostering a corporate culture that prioritizes customer delight at every touchpoint.
“Bringing a legendary brand like Norton back to the U.S. is an exciting challenge, and I’m thrilled to be working with industry veterans and experts to make it happen. Looking forward to the road ahead!”
Norton isn’t the only brand of British origin to return to the U.S. BSA, now owned by Mahindra in India, is also about to begin selling bikes again in the states.
(Photos of motorcycles courtesy of Norton.)
