How Do You Make Norton Bigger Without Making It Ordinary? | Christoph Hohmann | Ep. 170

Send us Fan Mail After more than 25 years inside the automotive world, from Ford and Renault-Nissan to Škoda, Volkswagen and Bentley, Christoph Hohmann made an unexpected move. He left the automotive industry and joined one of the most historic names in motorcycling: **Norton Motorcycles**. Now Chief Marketing Officer of Norton, Christoph joins the One Gang Worldwide Podcast for a fascinating conversation about what it takes to rebuild a legendary brand without becoming trapped by its past. Christoph takes us inside his career, from learning how perceptions of a brand can be changed, to working in China during the rapid transformation of its automotive industry, and ultimately entering the world of luxury at Bentley. He shares what those experiences taught him about customers, exclusivity, brand value, and why sometimes saying **“no”** can actually make a brand stronger. Then we get into Norton. What does **“Nortonness”** actually mean? How do you modernize more than a century of history without losing the people who love the brand? Can marketing rebuild trust after difficult years, or do the motorcycles ultimately have to do the talking? Christoph also explains what TVS Motor brings to Norton's future, how the company plans to remain unmistakably British while growing globally, what **premium luxury** really means in the motorcycle world, and why the United States and the dealer experience will be so important to Norton's next chapter. We also ask a difficult question facing every great heritage brand: How do you become bigger without becoming ordinary? This isn't just a conversation about new motorcycles. It's about heritage, trust, luxury, leadership and the challenge of taking an iconic name with an incredible past and building a future worthy of it. **JOIN ONE GANG WORLDWIDE:** www.onegangworldwide.com **CONNECT WITH CHRISTOPH:** LinkedIn: https://www.linkedin.com/in/christophhohmann Website: www.nortonmotorcycles.com **CHECK OUT OUR SPONSORS:** SAVE 20% on Milwaukee Leather motorcycle gear! ✅ Use promo code: CW20 🛒 Shop here: https://milwaukeemotorcycleclothing.com **CONNECT WITH CYCLES WORLDWIDE:** Facebook: https://www.facebook.com/cyclesworldwide/ YouTube: https://www.youtube.com/@CyclesWorldwide Instagram: https://www.instagram.com/cyclesworldwidellc/ Linkedin: https://www.linkedin.com/in/sergey-tokman-2a78a6284/ TikTok: https://www.tiktok.com/@cycles.worldwide **TIMESTAMPS:** 00:00 What Is Nortonness 00:28 Podcast Welcome Intro 01:02 Meet Christoph Hohmann 01:45 Five Questions Icebreaker 04:22 Riders Versus Drivers 05:29 Sponsor Break 06:03 Early Life Car Obsession 07:21 Studying Abroad First Ford Role 10:32 Career Lessons Ford To Renault 14:09 Skoda Brand Turnaround 17:37 Shanghai China Wake Up Call 22:50 Digital Transformation At VW 24:32 Who Controls The Brand 26:21 From Bentley To Norton Recruit 28:15 Bentley Culture And Customers 30:15 Le Mans Collector Mindset 32:56 Mobility Hype Lessons 35:12 Why Join Norton 38:35 Rider Culture Surprise 41:18 Defining Nortonness 44:04 Heritage Without Handcuffs 46:39 Rebuilding Trust and Luxury 50:51 America and Dealer Fit 54:40 Rapid Fire Marketing Takes 57:51 Career Advice and Wrap Up **#NortonMotorcycles #ChristophHohmann #Norton #Bentley #TVSMotor #BritishMotorcycles #MotorcycleIndustry #PowersportsIndustry #MotorcycleLeadership #MotorcyclePodcast #BrandStrategy #LuxuryBrands #MotorcycleDealers #OneGangWorldwide #CyclesWorldwide** Support the show