Norton P86 750 Challenge - Norton's Last Gasp

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When we think of the death of the British motorcycle industry in the 1970s, we generally recall the final generation of cantankerous, leaky, vibrating, old fashioned crock-pots being foisted onto an increasingly apathetic market. These were conservative and under-engineered machines that harkened back to an earlier era of motorcycle design (and lax quality control). With the advent of oil tight, reliable, well built, and fine-riding Japanese motorcycles (with – gasp – electric starters), the writing was on the wall for most of the British marques. Some made a last-ditch attempt to stave off failure by hurriedly cobbling together something that might be competitive against the Japanese onslaught.

Hesketh V1000 - Immortal Aristocratic Motorcycles

It is the 1970s. You are a wealthy British aristocrat, a Lord and a Baron no less, and you have a keen interest in motor sports. So, with your own money and with the express purpose of having fun, you create your own racing company. Eventually you hire a reckless playboy/racer with a penchant for drugs, sex and boozing, and you have a grand old time, even winning a few races. Along the way you develop a reputation for ostentatious displays of wealth and excess on the trackside, like helicopter rides, Rolls Royce pit cars, and 5 star accommodations (in a time long before excess became the norm in Formula 1).

After a few years the party is over and you are looking for a new gasoline-fuelled hobby. How would you follow up a race career like that? By founding your own bespoke motorcycle company to kickstart the dying British motorcycle industry, of course.