Norton Pulls the Plug on Project Zen — What’s Next for Electric Superbikes?

The UK’s iconic Norton Motorcycles recently made a surprising announcement: they’re cancelling their ambitious electric superbike project, “Project Zen.” According to Norton, the move boils down to one blunt reason — low consumer demand.

Norton's Concept Project Zen

It's a tough period for electric two-wheelers, especially in the premium and high-performance segments. Norton isn’t the only major player feeling the pinch. Harley-Davidson’s electric arm, LiveWire, reported selling just 33 units in the first quarter of 2025, alongside heavy financial losses. Meanwhile, UK two-wheeler electric vehicle sales slipped by 7.7% in 2024, signalling a broader slowdown.

What Was Project Zen?

Norton V4SV Re-engineered

Project Zen aimed to be Norton’s statement electric superbike — a machine that could marry British motorcycling heritage with modern electric tech. Hopes were high when the project launched in 2022, with expectations for a high-powered, lightweight bike that could compete on both track and road.

Despite the buzz, Norton’s latest move shows the reality check. These machines carry high price tags and cater to a niche audience that hasn’t yet fully embraced electric alternatives. It seems that, at least for now, the market for premium electric motorcycles isn’t firing on all cylinders.

Industry Headwinds

LiveWire S2 Del Mar

Norton’s cancellation is part of a wider pattern. Harley’s LiveWire, once the electric flagship of the American giant, has struggled to gain traction again. Selling only 33 units in Q1 2025 isn’t a promising sign for growth, especially considering the hefty investment Harley made in electrification.

Ducati has also officially pulled out of producing its electric superbike, citing insufficient advancements in battery technology at the current time.

Add to that the decline in general two-wheeler EV sales last year (the UK saw a 7.7% drop), and it’s clear the electric motorcycle market faces some serious challenges. Factors include the still relatively high cost of entry, limited charging infrastructure, and perhaps a lingering preference among riders for traditional petrol-powered bikes, especially in performance categories.

What Does This Mean for Riders?

Norton V4SV Re-engineered

For electric motorcycle enthusiasts, this development is a mixed bag. On one hand, it’s disappointing to see a name like Norton stepping back from electric superbikes. On the other, it’s a reality check about the challenges facing the sector, especially for high-end, high-performance models.

If you’re eyeing an electric superbike, options are currently limited — and those available tend to come with premium price tags and limited availability. That said, the broader electric motorcycle market continues to evolve, with urban and commuter models still gaining popularity worldwide. Additionally, if you're diligent, there are some excellent options available around the £15k range, like the Yadea Kemper (0-60 2.9 seconds and 10 minutes to charge).

Looking Ahead

The cancellation of Project Zen doesn’t spell the end for electric superbikes altogether, but it does suggest manufacturers are recalibrating expectations. It may be that the electric superbike market needs more time to mature, along with improvements in battery tech, pricing, and rider acceptance.

For now, the electric motorcycle world is leaning more into accessible, lightweight, and practical designs rather than high-powered beasts. Norton’s decision reflects the ongoing balancing act manufacturers face — innovation versus market reality.

Ride safe, folks.