WMB Logistics Delivers Norton Motorcycles to Iceland for the Global Launch of the All-New Atlas
When Norton Motorcycles chose Iceland as the spectacular setting for the global media launch of its all-new Atlas adventure motorcycle, WMB Logistics was proud to be entrusted with transporting the fleet safely and securely to one of Europe’s most demanding destinations.
The assignment marked another significant milestone for WMB Logistics, with Iceland being the only European country the company had not previously visited. It also demonstrated once again our ability to transport specialist cargo professionally, reliably and on schedule, regardless of the distance or complexity involved.
Supporting a Landmark Moment for Norton Motorcycles
Motorcycle journalists from across the world gathered in Iceland for what Norton described as the Atlas Global Media Ride, giving the international media their first opportunity to experience the all-new Atlas on the country’s dramatic volcanic roads.
Norton described the event by saying:
“Over the past two weeks, we’ve hosted international media in picturesque Iceland for the global launch of Atlas. Volcanic roads. Unpredictable weather. No room for compromise.”
Every motorcycle transported by WMB Logistics for the event was finished in the striking Sinopia Orange launch colour, ensuring the world’s motorcycle press experienced the new Atlas exactly as Norton intended, contrasting perfectly with the volcanic ash of the Icelandic wilderness. .
A Name Steeped in British Motorcycling Heritage
The Atlas name carries an important place in Norton’s history.
The original Norton Atlas was introduced in the early 1960s and featured a 750cc parallel-twin engine. It became known as a powerful and capable long-distance motorcycle before being replaced by the now-legendary Norton Commando in 1968.
The all-new Atlas brings that historic name into the modern era, combining Norton’s distinctive British identity with the capability and versatility expected from a contemporary adventure motorcycle.
A Journey Demanding Absolute Reliability
International motorcycle launches leave no room for delay or compromise.
Every motorcycle must arrive on time, in immaculate condition and ready to be ridden by journalists representing publications and media organisations from around the world. This requires careful planning, dependable vehicles and an experienced team that understands how to handle high-value motorcycles and other specialist cargo.
This is precisely where WMB Logistics excels.
Our team is renowned for its ability to transport motorcycles safely and securely throughout the UK and Europe. Every movement is carefully coordinated to ensure that our clients’ vehicles arrive exactly where they need to be, when they need to be there and in the condition expected.
The Right Trucks and Drivers for the Job
Taking responsibility for this prestigious assignment were WMB drivers James Bond and Steve Proctor.
James completed the journey in our flagship Scania 770s T50 WMB, Powered by Scania’s flagship V8 engine, the 770S provides the ultimate in power, reliability and long-distance comfort required for demanding international transport work.
Steve cruised alongside in T15 WMB from our Scania 560S fleet. Designed for efficient and dependable long-distance operation, the 560S is ideally suited to extensive European journeys where driver comfort, fuel efficiency and reliability are all essential.
Together, the two drivers and their Scanias transported the new Norton Atlas motorcycles to Iceland and supported a launch event attended by motorcycle journalists from across the globe.
Partnerships Built on Trust
Assignments such as the Atlas Global Media Ride demonstrate far more than WMB Logistics’ ability to move vehicles from one location to another.
They reflect the importance of long-term relationships built on trust, consistency and professionalism.
Norton Motorcycles is one of Britain’s most recognised and historic motorcycling institutions, and WMB Logistics is immensely proud of the relationship we have developed with the company. Being selected to support an event of this significance is a responsibility we take extremely seriously.
Whether transporting launch motorcycles, exhibition machines, development vehicles or production models, our objective remains the same: to provide a secure, reliable and professional service from collection through to final delivery.
No Destination Too Far
This first WMB Logistics journey to Iceland represents another memorable achievement for our drivers and the wider team supporting them behind the scenes.
It also reinforces our ability to serve clients reliably across long distances, even when the destination, conditions and cargo demand the highest levels of planning and specialist expertise.
For motorcycle manufacturers, dealerships, event organisers and businesses requiring secure specialist transport throughout the UK and Europe, WMB Logistics continues to demonstrate that distance is never an obstacle. It is simply another journey to be completed safely, professionally and on time.
