AIF26 - Norton Motorcycles - Virtual Worlds, Real Decisions
How do you design a world-class motorcycle entirely in the digital world—before a single physical prototype is built?
In this presentation from the AIF26, Ewen MacRury, Surfacing and Visualization Manager at Norton Motorcycles, shares how Norton developed the new V4-powered Manx using a fully digital design and engineering workflow.
Drawing on Norton's 125-year heritage of innovation, the session explores how global teams across the UK, Italy, and India collaborate in real time to create, refine, and validate every aspect of a motorcycle—from concept sketches and digital surfacing to engineering analysis, visualization, and final design reviews.
Key topics include:
• Norton’s digital-first approach to motorcycle development
• Using virtual worlds to make faster, better design decisions
• AI-assisted concept development and digital clay workflows
• Real-time collaboration between design, engineering, and manufacturing teams
• Integrating ergonomics, aerodynamics, performance, and serviceability into the design process
• Leveraging Autodesk tools to support global product development
• How virtual reality, visualization, and digital reviews reduce development risk
The presentatio...
How do you design a world-class motorcycle entirely in the digital world—before a single physical prototype is built?
In this presentation from the AIF26, Ewen MacRury, Surfacing and Visualization Manager at Norton Motorcycles, shares how Norton developed the new V4-powered Manx using a fully digital design and engineering workflow.
Drawing on Norton's 125-year heritage of innovation, the session explores how global teams across the UK, Italy, and India collaborate in real time to create, refine, and validate every aspect of a motorcycle—from concept sketches and digital surfacing to engineering analysis, visualization, and final design reviews.
Key topics include:
• Norton’s digital-first approach to motorcycle development
• Using virtual worlds to make faster, better design decisions
• AI-assisted concept development and digital clay workflows
• Real-time collaboration between design, engineering, and manufacturing teams
• Integrating ergonomics, aerodynamics, performance, and serviceability into the design process
• Leveraging Autodesk tools to support global product development
• How virtual reality, visualization, and digital reviews reduce development risk
The presentatio...
AIF26 - Norton Motorcycles - Virtual Worlds, Real Decisions
How do you design a world-class motorcycle entirely in the digital world—before a single physical prototype is built?
In this presentation from the AIF26, Ewen MacRury, Surfacing and Visualization Manager at Norton Motorcycles, shares how Norton developed the new V4-powered Manx using a fully digital design and engineering workflow.
Drawing on Norton's 125-year heritage of innovation, the session explores how global teams across the UK, Italy, and India collaborate in real time to create, refine, and validate every aspect of a motorcycle—from concept sketches and digital surfacing to engineering analysis, visualization, and final design reviews.
Key topics include:
• Norton’s digital-first approach to motorcycle development
• Using virtual worlds to make faster, better design decisions
• AI-assisted concept development and digital clay workflows
• Real-time collaboration between design, engineering, and manufacturing teams
• Integrating ergonomics, aerodynamics, performance, and serviceability into the design process
• Leveraging Autodesk tools to support global product development
• How virtual reality, visualization, and digital reviews reduce development risk
The presentatio...