Norton Motorcycles, one of Britain’s most iconic motorcycle brands, has appointed Underground Ecom’s Enterprise team to build its campaign and automation programme in Salesforce Marketing Cloud.
We’re proud to announce that Norton Motorcycles is the latest client to join our Enterprise team. We’re building Norton’s campaign and automation programme in Salesforce Marketing Cloud, as the brand prepares for some of the most important launches in its history.
“Incredibly proud to announce Norton Motorcycles as our latest client in our Enterprise team. One of Britain’s most iconic heritage brands, back with some seriously exciting new launches in the pipeline.”
Mike Hall, Head of CRM, Underground Ecom
A British icon since 1898
Norton was founded in Birmingham in 1898 by James Lansdowne Norton, and began building motorcycles in 1902. Few brands anywhere have a racing story like it.
A Norton won the twin-cylinder class at the very first Isle of Man TT in 1907. In the decades that followed, Norton machines dominated the Senior TT, including every year from 1947 to 1954. The Featherbed frame, introduced in 1950, became the benchmark that other motorcycle frames were judged against, and the Manx Norton became one of the most celebrated racing motorcycles ever built.
On the road, models like the Dominator, Atlas and Commando made Norton a household name, and a byword for British engineering and performance.
Back on the map: Norton’s new generation
Since TVS Motor Company acquired Norton in 2020, the brand has gone through a major revival. More than £200 million has been invested in the brand, including a purpose-built headquarters and factory in Solihull, a new brand identity and an all-new range of motorcycles.
That range was unveiled at EICMA in Milan in November 2025. It is the first new line-up of Norton motorcycles built for international sale in decades, and it brings back some of the most famous names in British motorcycling:
- Manx R: the flagship superbike, powered by an all-new 1,200cc V4 producing more than 200 hp and built in Solihull
- Manx: a naked sibling to the Manx R, sharing the same V4 engine
- Atlas and Atlas GT: middleweight adventure and road-focused models powered by a new 585cc parallel twin
The new models are launching across Europe, the US and India, with more to follow. Norton is positioning itself in the modern luxury segment, using its heritage as a foundation rather than leaning on nostalgia.
Inside the Norton factory
Our Head of CRM, Mike Hall, recently visited the Norton factory in Solihull with our team to see the product first-hand. Safe to say they came back blown away.
Seeing how the motorcycles are designed and built gives our team the understanding we need to tell Norton’s story properly. Every campaign and every automated message needs to carry the same level of craft as the bikes themselves.
What we’re building in Salesforce Marketing Cloud
We’re building Norton’s campaign and automation programme in Salesforce Marketing Cloud, giving the brand a CRM engine that matches the scale of its ambitions. That includes:
- Launch campaigns that bring Norton’s new models to its audience with the impact they deserve
- Automated journeys that guide prospective riders from first interest through to purchase
- Owner communications that build long-term relationships with Norton riders after they buy
A motorcycle like the Manx R is a considered, high-value purchase, and a Norton is a brand people care deeply about. Good CRM respects that: it informs, inspires and stays relevant at every stage, across every market Norton sells in.
We’re already deep in the work and couldn’t be more excited about what’s coming.
Our Enterprise team
Underground Ecom has grown up alongside ecommerce brands, and that experience now powers our work with large, complex organisations. Our Enterprise team works across multiple markets, large customer databases and enterprise platforms including Salesforce Marketing Cloud and Klaviyo.
We bring the same focus to every client: CRM that drives real commercial results, built on responsible use of customer data. We’re a Klaviyo Master Elite Partner, Klaviyo Agency Partner of the Year EMEA 2025 and an accredited member of the Data & Marketing Association.
Who are Underground Ecom?
Underground Ecom is a London-based CRM and retention marketing agency, specialising in email, SMS, lifecycle and marketing automation for consumer brands. We work across Salesforce Marketing Cloud and Klaviyo, with teams in London and Cape Town.
Looking for an enterprise CRM partner? Talk to our Enterprise team about campaigns and automation in Salesforce Marketing Cloud.
Sources
- Norton Motorcycle Company (Wikipedia, history and TVS ownership)
- The all-new Nortons have arrived (MCN, EICMA 2025 launch)
- Norton Motorcycles bringing four models to the USA in 2026 (Cycle News)
- Norton Motorcycles returns to U.S. with four new models (Rider Magazine)
