Former Ducati North America (DNA) Chief Executive Officer (CEO) Dan Van Epps has now been appointed to the CEO position of Norton Motorcycles USA. Van Epps has been given the enviable duty of introducing the US market to the new models coming from the recently revived classic motorcycle marque. With company owner and serious aficionado Stuart Garner’s desire to tackle the all-important American market, he has chosen someone who is more than capable of leading Norton into the parking spaces and garages of riders throughout the US.
Norton has been selling their new 961 Commando for almost two years now and the orders for the hand-built historically-inspired bikes have exceeded even their wildest expectations. Thus the company has had to increase production far earlier than planned – a very positive sign. Now the US market is ready for the Commando to cross the ocean and Van Epps will be preparing all of their American operations for its arrival.
Van Epps has extensive knowledge and experience with the powered two-wheel market and even served as Ducati’s Senior Manager of Product Development in Italy after moving up from his DNA position. He is well-versed in the difficulties of promoting a boutique motorcycle company’s products and selling them on rather thin margins. His job will require building on the excitement of the Norton marque’s mystique and convincing potential customers of the quality and uniqueness of the new line of Norton motorcycles.
One suggestion for you Mr. Van Epps, demo rides! Once someone takes any of the various iterations of the Norton 961 Commando on the road, the deal will be done.
Norton is scheduled to return to the US in May 2011.
