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"The future is very bright," says Norton CEO

Published: 30 August 2019

Updated: 30 August 2019

Norton Motorcycles are to build 50 dramatic-looking Dominator Street machines after feedback from fans of the British firm and are appealing for £5m of investment as it gears up to build more new models.

The special-edition street-focused version of their Dominator model features a hand-made tank and upright bars, rather than clip-ons, with an Öhlins rear shock and the option for either adjustable USD or conventional Öhlins forks in the standard Dominator frame.

The bike also boasts a carbon hugger and front mudguard, a carbon airbox, a fly screen, polished yokes, engine covers and a drilled clutch cover and chainguard.

Norton CEO Stuart Garner said: "We’ve used the two-into-one exhaust seen on the Commando Street as it looks and sounds amazing. This bike is in response to potential customers asking for something a little easier and more comfortable to ride. We’re only building 50, but there’s already been a lot of interest and had quite a few orders."

The bike costs £21,950 and anyone interested in getting their hands on one needs to put down a £2000 deposit.

Norton are also seeking £5m of investment to help fund the building of the new factory at their Donington Park site and to speed up production of its new Atlas range; the 650 Nomad and Ranger twins.

Garner added: "We are talking to banks, financial institutions and individuals in a bid to find one investor to take up this opportunity. It could mean that the investor owns some equity in the company or it could be a loan of some sort.

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Following the great success of the Commando Street, we’ve been asked to produce a Dominator Street with hand crafted tank and upright bars. On the Dominator chassis this gives a sporty handling performance with Ohlins rear shock and Ohlins forks available in USD or conventional. The superb 2 into 1 exhaust hand made here at Norton let the engine work at it’s best without Euro 5 restrictions, the bike is sold/registered under SVA homologation in the UK only. Featuring carbon hugger, air box, front mudguard, fly screen, with polished yokes, engine covers and drilled clutch cover & chainguard. The bikes are limited to 50 examples worldwide and will be numbered 1-50. Priced at £21,950 and going into production immediately, deliveries commence in September 2019. A £2000 deposit secures your number and build slot. Please enquire to kj@nortonmotorcycles.com

A post shared by Norton 🏁 (@norton.motorcycles) on Aug 23, 2019 at 9:48am PDT

"If the deal does become an equity arrangement, it will be a minority holding as I am keen to retain control so that I can continue to drive Norton forwards. We are in talks with several interested parties already and hope to make an announcement soon. We have a full order book for the new Atlas, plans for more new models and the future is very bright."

Garner expects the new factory to be finished by the end of September with full production of the Atlas range moving into the new facility. Early Atlas models are being assembled on the current production line with deliveries planned to begin in October.

Norton are also still in full swing fulfilling orders of the V4 superbike. Garner explained: "Nearly all of the Norton V4SS (£44,000) orders have been completed and we are about to really ramp up production of the RR (£28,000). We are a little behind as this is a complicated machine to build, but we have now got our supply chain sorted and expect to turn things around pretty quickly now."

Providing an amplified soundtrack from the 961cc parallel-twin engine is a handmade two into one exhaust, which bypasses Euro emissions restrictions thanks to being sold using Single Vehicle Approval homologation, available to UK markets only.

Much like the conventional dominator, there’s a carbon hugger and front mudguard, alongside a fly screen, polished yokes, engine covers and a drilled clutch cover and chainguard. Also included is a carbon airbox.

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