Steven Radt arrives as Norton’s New North America Sales Head

What do you get when you combine a legendary British motorcycle brand with a sales maestro who has practically got gasoline in his veins? Pure, unadulterated excitement, that is what! Norton Motorcycles just hit the jackpot with their latest hire.

Steven Radt: The Man, The Myth, The Motorcycle Sales Legend

Get ready, North America, because Steven Radt has just ridden into Norton Motorcycles as their new Head of Sales for North America, and he is indeed the perfect fit. This is not just another corporate announcement; it is a strategic masterstroke that signals Norton’s serious intent to conquer the North American market. Seriously, with over 30 years of experience in premium automotive and motorcycle sales, the man practically bleeds high-octane sales strategy. That sounds like exactly what Norton needs.

Why This is a Game-Changer for Norton

Let’s dive into why this appointment is such a big deal for Norton. Reintroducing a heritage brand like Norton to a key market like North America is not just about polishing chrome; it is about building trust, establishing a robust dealer network, and ultimately, moving some seriously beautiful machines. And guess what? Steven Radt has a track record that screams success louder than a Norton Commando at full throttle.

• Polestar’s Prowess: Most recently, Steven was the Head of Sales at Polestar Automotive USA. Polestar, the electric performance car brand, is not exactly a household name in the same way, but under Steven’s leadership, they saw a significant increase in dealership retail sales in 2024. That is right, he knows how to take a niche, premium brand and make it sing in a competitive market. That bodes well for Norton.
• Network Nirvana: Before his sales leadership role at Polestar, he was instrumental in their network development across North America. Building a strong, supportive dealer network is absolutely crucial for a brand re-entering a market. It is not just about selling bikes; it is about service, parts, and a top-notch customer experience.
• Ducati Dynamo & Triumph Titan: And here is where it gets really juicy. Steven spent over a decade as the owner and general manager of Ducati New York. Not just any Ducati dealership, mind you, but the first non-factory flagship Ducati dealership in North America. Under his command, it was recognized as the #1 Ducati dealership in North America five times! Five times! And just for good measure, they also snatched the top spot for Triumph in the U.S. in 2016. Talk about a Midas touch; he possesses it.
• Ducati’s Growth Engine: His journey in the industry began at Ducati North America, where he spent over ten years during a period when the brand tripled its U.S. sales. He literally helped lay the groundwork for a major brand’s explosive growth.

The Marketing Analysis: Norton’s North American Re-Entry

Norton’s reintroduction to North America is not just about heritage; it is about tapping into a burgeoning market for premium, bespoke, and classic-inspired motorcycles. The U.S. motorcycle market, while mature, has segments that are actively seeking out unique, high-quality machines with a story. The United States motorcycle market stood at US$ 9.85 billion in 2024 and is anticipated to grow to US$ 14.64 billion by 2033, a compound annual growth rate (CAGR) of 4.51% from 2025 to 2033 [6].

The Competition: Who is in Norton’s Lane?

Norton is not alone on this road. They will be squaring off against some formidable players:

• Harley-Davidson (LiveWire, CVOs): While a different beast entirely, Harley’s premium offerings and their electric LiveWire brand target a similar high-end, lifestyle-driven buyer.
• Indian Motorcycle: Another heritage American brand that has successfully reinvented itself, offering cruisers, tourers, and even some sportier models.
• Triumph: A direct competitor from across the pond, boasting a strong lineup of modern classics (Bonneville, Thruxton), cruisers, and adventure bikes. They already have a well-established dealer network and brand recognition.
• Ducati: With models like the Monster, Scrambler, and various V4s, Ducati appeals to riders looking for performance, design, and a certain Italian flair. Steven’s past success here is a huge advantage for Norton.
• BMW Motorrad: Known for their precision engineering, touring capabilities, and adventure bikes, BMW also competes in the premium segment.
• Boutique Brands: There is also a growing segment of smaller, high-end custom or limited-production motorcycle manufacturers that cater to exclusivity.

The Review: What is the Buzz?

Norton, under new ownership by TVS Motor Company, has been working diligently to overcome past production and quality issues. The new V4SV and Commando 961 are receiving positive attention for their build quality, performance, and the sheer “Norton-ness” they exude. However, re-establishing a brand’s reputation takes time and consistent positive experiences.

Likes and Dislikes (North American Market Perspective):

Likes:

• Heritage & Exclusivity: The Norton name carries immense weight and a storied history, appealing to riders who appreciate craftsmanship and a unique story.
• Design & Aesthetics: Norton motorcycles are renowned for their timeless, classic British styling, which is a big draw for many enthusiasts.
• Performance (New Models): The updated V4SV and V4CR offer modern performance capabilities wrapped in that classic Norton package [4, 5].
• Potential for Customization: Premium motorcycles often lend themselves well to personalization, a key draw for this demographic.

Dislikes/Challenges:

• Past Reputation: Overcoming the historical baggage of inconsistent quality and financial troubles will require significant effort and flawless execution. That feels like a big hurdle.
• Dealer Network: Building out a robust and reliable dealer and service network across North America from scratch is a massive undertaking. Norton aims to ramp up sales through partners in the USA, Germany, France, Italy, and India [3].
• Brand Awareness (New Generation): While older enthusiasts know Norton, newer riders may not be as familiar with the brand’s legacy.
• Pricing: Norton motorcycles are premium products with a premium price tag, placing them in a competitive segment where value and perceived value are crucial.

Our Take: Why This is a “Heck Yes!” Moment for Norton

Bringing Steven Radt on board is about Norton showing the North American market that they are serious. This is a full-throttle commitment. Steven’s proven ability to grow premium brands, cultivate strong dealer networks, and consistently hit sales targets makes him an invaluable asset. He knows the premium motorcycle buyer inside out.

His experience with Ducati and Triumph, two brands that directly compete with Norton in the premium and heritage segments, gives him an unparalleled understanding of the market dynamics, the dealer ecosystem, and what it takes to convert discerning riders into loyal customers.

So, as Norton revs up for its North American resurgence, with Steven Radt leading the charge, we are not just excited; we are downright thrilled. It looks like the legendary British marque is finally getting the leadership it needs to reclaim its rightful place on the global stage. That is something to cheer about!

Sources:

1. Norton Names Former NYC Dealership Owner To Head U.S. Sales – Ride CT: https://ride-ct.com/norton-names-former-nyc-dealership-owner-to-head-u-s-sales/ (This article confirms Steven Radt’s appointment and his past roles at Ducati and Triumph, as well as Polestar.)
2. Ducati Opens Newest Exclusive Showroom in New York City – PR Newswire: https://www.prnewswire.com/news-releases/ducati-opens-newest-exclusive-showroom-in-new-york-city-300637087.html (This press release from 2018 names Steven Radt as General Manager and Owner of Ducati New York, supporting his involvement with the dealership.)
3. Norton Motorcycles revs up for global domination with bold expansion plans – Manufacturing Today India: https://www.manufacturingtodayindia.com/automotive-transportation/norton-motorcycles-revs-up-for-global-domination-with-bold-expansion-plans (This article discusses Norton’s expansion plans under TVS ownership, including targeting the USA market and developing new models.)
4. Norton V4SV Superbike | Handcrafted British Performance Motorcycle: https://nortonmotorcycles.com/range/norton-v4sv-motorbike/ (Official Norton Motorcycles website providing details on their V4SV model.)
5. Norton V4CR Track Motorcycle | Carbon Fibre Superbike: https://nortonmotorcycles.com/range/norton-v4cr-motorbike/ (Official Norton Motorcycles website providing details on their V4CR model.)
6. United States Motorcycle Market Trends and Forecast Report 2025: – GlobeNewswire: https://www.globenewswire.com/news-release/2025/05/27/3088817/28124/en/United-States-Motorcycle-Market-Trends-and-Forecast-Report-2025-Market-to-Reach-14-64-Billion-by-2033-Driven-by-Recreational-Riding-Electric-Motorcycles-Safety-and-Performance-Technology.html (Provides market size and growth forecasts for the U.S. motorcycle market.)
7. 2016 was a Record Year for Triumph in Retail Sales | Cycle World: https://www.cycleworld.com/sport-rider/2016-is-record-year-for-triumph/ (Confirms Triumph’s record retail sales in North America in 2016, supporting Steven Radt’s claim of his dealership’s top position for Triumph.)
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9. Medium : Akash Dolas
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