Bondholder Norton Motorcycles has embarked on a major expansion programme which will see a new factory extension and up to 100 new jobs over the coming months.
The expansion comes on the back of increased sales around the world and the success of Norton's newly-launch V4 model which has been received enthusiastically by motorcycle enthusiasts in the UK and overseas.
The current staff figure is 120.
Norton is recruiting designers, CAD engineers, purchasing professionals and production operators to work at its factory in the grounds of Donington Hall, close to East Midlands Airport.
In addition, Norton is expanding its successful apprenticeship scheme.
The company is also adding a 12,000 sq ft extension to its existing 45,000 sq ft production facility.
The new manufacturing space will allow for a new production line for Norton's latest models, and increased volumes.
Norton chief executive and owner Stuart Garner said the skills they were looking for were in short supply, but Norton liked to train and develop its own staff.
He said: “All of our bikes are hand built, with engines, wheels and sub assemblies also built in our factory using 83 per cent UK-sourced components.
“The environment here is very different to a mass-manufacture production line, so we like to think it is a great environment for people with the right enthusiasm and application.”
More than 80 per cent of Norton's production goes overseas, with growing demand for its bikes in the United States, Australia, Japan and markets across Europe and Asia. Norton has established a joint venture to build bikes in Pune, India, which will allow it to sell machines into South East Asian markets, escaping punishing import tariffs.
The Pune factory will be supplied with components and sub-assemblies from the Donington facility.
Norton is seeing considerable success with its newly-launched V4 model, adding to the existing range of the iconic Norton Commando and the Dominator.
The 200mph V4 is less traditional than previous Norton models, with an updated look and a 1,200cc engine and several technological advances.
Mr Garner said he was also not concerned about the impact of Brexit.
He said: “As long as we are building products that the world wants to buy then we will thrive.
“Most of our trade is outside of the EU in any case, so I see no reason why we shouldn't succeed.”
Stuart Garner bought the Norton brand from its US owners in 2008.
“Production began at its Donington Hall headquarters in 2013, moving from a facility at nearby Donington Park.