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India is the world’s largest two-wheeler market and is also very valuable in terms of demand and growth potential. India is also important for Yamaha because half of the population here is below 25 years of age and two-thirds is below 35 years of age. This group of young customers prefers lifestyle-driven mobility. I feel this is where Yamaha can play an important role in meeting their evolving needs and expectations with its premium range of models.
Electric vehicles are the future and the electric two-wheeler market has grown rapidly in the last few years. India is a price-sensitive market, so we are doing detailed research in this area keeping in mind various factors like pricing, performance, security and infrastructure. The new electric vehicle platform is already in the works for India and global markets. Ravinder Singh, Senior Vice President of Sales and Marketing at Yamaha Motor India, said this in a special conversation with Dainik Bhaskar.
Along with this, Ravinder Singh told about Yamaha’s upcoming models, company’s sales and future plans of the brand. Read the full interview…
1. Question: How does Yamaha differentiate itself in the Indian automotive market? answer: In the Indian market, Yamaha has maintained its distinct identity along with its heritage through its distinct design and better performance two-wheelers. The company has enjoyed the trust and support of people in the country for more than four decades.
Yamaha is known as a premium motorcycle brand manufacturing high performance two wheelers. The company offers exciting, stylish and sporty models that appeal to the rider. The brand continues to focus on providing the latest advanced technology, attractive design and thrilling riding experience.
Yamaha’s exclusive ‘Blue Square’ showrooms offer a premium experience, while the constant customer engagement approach strengthens the company’s relationship with its customers. This makes the Yamaha brand a reliable option for those who want beauty and performance in their ride.
Yamaha aims to stay ahead by continuing its hallmark design and performance. It also aims to ensure that its products appeal to young riders looking for both power and style.
Additionally, Yamaha’s flagship brand campaign – ‘The Call of the Blue’ has been instrumental in creating market differentiation. The campaign highlights Yamaha’s commitment to building evergreen motorcycles that deliver a generation of unique design and performance with reliability.
2. Question: What is Yamaha’s opinion on the transition towards electric vehicles in the industry? When will we be able to see Yamaha launch EV products in India? answer: The future of personal mobility is electric and its success hinges entirely on three factors – performance, price control and battery charging infrastructure. In this direction, a new electric vehicle platform for India and other global markets is already in the works at Yamaha’s headquarters in Japan.
For the last 3 years, Yamaha has been manufacturing EV models in Taiwan in collaboration with Gogoro. Yamaha has the necessary technology, expertise and infrastructure available for the development and manufacturing of EV models.
Talking about the Indian market, we agree that it has grown significantly in the last few years. India is a price-sensitive market, so before introducing any EV here we need to consider factors like investment in infrastructure and product pricing without compromising the reason people are excited about the Yamaha brand. We are currently conducting detailed research in this area taking into account various factors such as pricing, performance, security and infrastructure.
3. Question: Can you give information about the total sales of Yamaha in India? What is your opinion about growth trends and challenges? answer. Yamaha has achieved a growth of 15% in India from January to October compared to the same period last year. This shows the company’s strong performance, especially in the premium segment. The company’s focus on offering high-performance, stylish and feature-rich motorcycles has been appreciated by the customers, which has led to a significant increase in demand for this category. Additionally, Yamaha has also seen good growth in sales of premium motorcycles and scooters, boosting overall sales.
Diwali season has further strengthened Yamaha’s success, due to which the company crossed its sales figures. This reflects the strong interest of consumers in the company’s product portfolio. As the brand expects continued growth, the company is committed to meeting the market challenges and maintaining its growth in the Indian two-wheeler market.
4. Question: How is Yamaha planning to expand its premium motorcycle portfolio, and what kind of high-end bikes can we expect from the company? answer. Yamaha is planning to expand its premium motorcycle business by introducing higher displacement variants to cater to the young consumers looking for better performance, advanced technology and great design. We want to maintain confidentiality about the upcoming Yamaha bike and will give information whenever the time is right.
5. Question: What is Yamaha’s strategy to attract the young generation in the premium motorcycle segment? answer. Yamaha’s strategy to attract the young generation in the premium motorcycle segment focuses on enhancing its product lineup with advanced features and higher displacement models to meet the demand for high performance bikes. Known for its category leading performance derived from its racing DNA, Yamaha resonates with young riders seeking power, accuracy and cutting-edge style.
Our thinking revolves around three main points. These are – strengthening the brand, customer retention and increasing customer engagement. We will leverage our racing heritage and premium look to strengthen our brand appeal, while also focusing on customer retention by providing a better ownership experience through superior service and loyalty programs.
“The Call of the Blue” brand campaign will remain central to Yamaha’s marketing strategy in the country. Along with this we will organize activities like Track Days, The Call of the Blue Weekends Overnight Rides and Blue Streaks Rides. Yamaha will also continue to find unique ways to connect with people who love Yamaha. Such events increase the sense of aspiration and pride towards Yamaha bikes. The association with the brand is strengthened and the company receives word of mouth from our satisfied customers.
Additionally, another priority will be to provide buyers with a more tailored experience and expand our network of Blue Square showrooms which currently number over 400. Through these efforts, combining our years of customer research, industry expertise and AR-based technology in line with our racing DNA, Yamaha is well-positioned to fuel the growth of the premium motorcycle segment.
6. Question: Explain in detail about the new safety features and innovations included in Yamaha bikes which provide safe riding experience. answer. Yamaha is committed to enhancing rider comfort and control over its motorcycles without compromising on thrills and performance. Believing that “performance is nothing without control,” Yamaha has equipped its new lineup with cutting-edge technologies and innovations to deliver safety, stability and superior riding experience.
Yamaha models are equipped with advanced systems like Traction Control, which prevents wheel spin while accelerating and provides better grip on a variety of surfaces for a more controlled riding. Additionally, Anti-lock Braking System (ABS) and Unified Braking System (UBS) ensure better braking even in unexpected situations, giving the rider confidence and control.
The assist and slipper clutch further enhances the rider experience by facilitating smooth downshifts and reducing jerks during gear changes. This not only ensures smooth gear transitions but also enhances control during deceleration.
To improve visibility while driving at night, Yamaha has provided LED lighting in all its models which provides better illumination and gives clear visibility in low light conditions. Adding to the convenience is the Smart Key system offering keyless entry, allowing riders to focus on the journey without the need for traditional keys.
Yamaha’s Y-Connect app further enhances the rider experience by providing real-time data, ride statistics, fuel efficiency monitoring and maintenance alerts. These innovations, combined with Yamaha’s focus on rider comfort and control, ensure that rider excitement remains intact, supported by modern technological advancements.
7. Question: Tell us about some of the recent advancements and technological innovations at Yamaha and highlight how they are changing the customer riding experience. answer. Apart from the technologies highlighted above, Yamaha has also made major changes and improvements in its technology to transform the riding experience of the customers. The Smart Key on the Arox 155 Version S is a great addition, this particular system aims to change the way we think about urban mobility and ensure that it is very intuitive and user friendly. The Smart Key features Answer Back feature which helps the rider easily locate his scooter in the crowd by activating flashing blinker and buzzer sound.
Additionally, the key less system further adds to the convenience as it allows the rider to start his scooter through proximity detection without having to manually insert the key. Not only does it make the process of starting easier, it also enhances safety with an immobilizer function as the vehicle will not start if the key is out of range. This provides another layer of safety.
The Yamaha motorcycle segment, especially the R15 model, has recently been updated with Turn-by-Turn (TBT) navigation system. This helps make navigation easier for riders. Additionally, it also has music and volume control functions that can be accessed through the Wi-Connect application available for use on Android and iOS. Bike ride can be made wonderful by simply downloading this application.
