Norton History - 2

Slowly, companies were dying out or being bought. The amalgamation of companies like BSA-Norton-Villiers-Triumph might have made financial sense, but the consolidation of manufacturing and engineering into a small number of firms only made the industry stagnate. Too few designers and too little competition was the death knell for the industry. What had been friendly competition by independent firms became bitter internal rivalry after amalgamation. Racing was also losing its support as sponsors pulled out in favour of automobile racing. The public lost its previous passion for the marques.
The final blow to the British motorcycle industry came with the increasing import of Japanese motorcycles into the USA and European markets. Less expensive than domestic machines, they were more reliable, and showed more innovation and engineering development than their British counterparts. British companies were too slow to react to the competition: their roots were essentially Victorian in both management and production. Too many manufacturers were making bikes for a small group of enthusiasts or for racing, rather than as public transport. There was no real up-scale market for these motorcycles at the time, but most manufacturers continued to produce expensive machines - until their small market dried up and they closed. Many never appreciated the market for commuter bikes.