British boutique bike maker, Norton has added another outlet to its retail network, this time in the South West of England. Williams Automobiles is, as the name suggests, a car dealer, though it’s a specialist business, stocking Lotus, Morgan and Caterham cars rather than Fords or Vauxhalls. Based in Chipping Sodbury, near Bristol, it fits in with the other dealers Norton has selected: a smaller niche operation with plenty of heritage, style and character. Wiliams will hold stock of the Commando 961 and V4 ranges and offer servicing, accessories and demo rides via a dedicated team.
Williams director Henry Williams said: “We’re delighted to begin our partnership with Norton Motorcycles and make them our very first motorcycle brand available from Williams. It’s a brand with an incredibly rich heritage – much like ours – and has a very exciting product range. We’ve wanted to offer motorcycles for some time, so to have something truly British joining the rest of our made in Britain range is a joy.
“Our conversations with Norton have made it clear from the outset that the company shares our values and our passion for quality, and I look forward to seeing what the future brings as we join their sales partner network.”
Robert Hentschel, Norton Motorcycles CEO, added, “Like Norton, Williams Automobiles has a rich history and is dedicated to showcasing the very best in British engineering. We look for sales partners that share our purpose to provide the highest quality products whilst delivering the very best customer experience. Williams is the perfect candidate, and we’re delighted to be working with Henry and the team as we become their first motorcycle brand.”