If it wasn’t completely clear which direction Norton Motorcycles is heading, the name of a recent event at the firm’s Solihull HQ last month gives a clue. Titled ‘Unlocking Modern Luxury’, the meeting brought together senior creatives from firms such as Land Rover and Sotheby’s for an “immersive event”, discussing the future of “modern luxury brands”.
Norton Motorcycles chief commercial officer Christian Gladwell welcomed keynote speaker Professor Gerry McGovern, chief creative officer at Jaguar Land Rover, with Lisa Gregg, founder of LivingxLG, hosting proceedings that promised a line-up of expert speakers. They included Marion Hume, TV/screenwriter and fashion journalist; Min Lee, VP at Sotheby’s auction house; Paulo De Tarso, restaurateur and founder of Margot Restaurant; as well as representatives from marketing and talent agency Wasserman, Tom Lovegrove and Lenah Ueltzen-Gabell.
“Norton Motorcycles is at the start of a journey,” said Gladwell. “We have invested in this immersive event and invited our esteemed guests – all leaders in their industries – to show our intention and to pave our way forward. As a company, we have a vision for the future and this vision requires us to deliver a unique and unparalleled experience to those wanting to engage with the Norton brand. Our goal is to be the most desirable motorcycle brand, producing the most desirable motorbikes using the very highest quality materials and design processes, and we have a strategy in place to make that happen.
“By incorporating the advice and guidance from those that have already set out on that journey, we will truly establish Norton Motorcycles not only as iconic, but also visionary.”