Yamaha's Focus on Youth, Electric Vehicles Are the Future: EV Platform Ready, India Price-Sensitive Market; Discuss the future strategy of the company

India is the world's largest two-wheeler market and is also highly valued in terms of demand and growth potential. India is also important to Yamaha as half of the population is below 25 years of age and two-thirds are below 35 years of age. This group of young consumers prefers lifestyle-driven mobility. I think 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 considering various factors like price, performance, security and infrastructure. The new electric vehicle platform is already in the works for India and global markets. Ravinder Singh, Senior Vice President, Sales and Marketing, Yamaha Motor India, said this in an exclusive conversation with Frontpage Insights.

Along with this, Ravinder Singh spoke about Yamaha's upcoming models, the company's sales and the brand's future plans. Read the full interview…

1. How does Yamaha differentiate itself in the Indian automotive market? Answer: In the Indian market, Yamaha has maintained its distinct identity along with heritage due to its distinctive design and top class two-wheelers. The company has earned the trust and support of people in the country for more than four decades.

Yamaha is known as a premium motorcycle brand that manufactures high performance two wheelers. The company offers attractive, stylish and sporty models that attract the rider. The brand continues to focus on providing the latest cutting-edge technology, attractive design and an exciting ride experience.

Yamaha's exclusive 'Blue Square' showrooms offer a premium experience. This makes the Yamaha brand a reliable choice for those who want elegance 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' is playing an important role in creating market differentiation. The campaign highlights Yamaha's commitment to creating evergreen motorcycles that offer a generation of unique design and performance with reliability.

2. What is Yamaha's view on the transition to electric vehicles in the industry? When will Yamaha launch EV products in India? Answer: The future of personal mobility is electric and its success depends entirely on three factors – performance, price 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 past 3 years, Yamaha has been manufacturing EV models in Taiwan together with Gogoro. Yamaha has the necessary technology, expertise and infrastructure to develop and manufacture 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 considering various factors like pricing, performance, security and infrastructure.

3. Can you give information about the total sales of Yamaha in India? What are your views on growth trends and challenges? Answer: Yamaha achieved 15% growth in India from January to October compared to the same period last year. This shows the strong performance of the company, especially in the premium segment. The company's focus on offering high-performance, stylish and feature-packed motorcycles has been appreciated by customers, leading to a significant increase in demand for the range. Additionally, Yamaha also saw good growth in sales of premium motorcycles and scooters, which boosted overall sales.

The Diwali season has further strengthened Yamaha's success, with the company surpassing its sales figures. This reflects strong customer interest in the company's product portfolio. As the brand expects continued growth, the company is committed to meeting the market challenges and sustaining its growth in the Indian two-wheeler market.

4. How does Yamaha plan 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 younger customers looking for better performance, advanced technology and cool design. We want to maintain secrecy about the upcoming Yamaha bike and will provide information whenever the time is right.

5. What is Yamaha's strategy to attract the younger generation in the premium motorcycle segment? Answer: Yamaha's strategy to attract the younger generation in the premium motorcycle segment focuses on enhancing its product lineup with advanced features and high 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 looking for power, quality and a modern look.

“The Call of the Blue” brand campaign will be 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.

Additionally, another priority will be to provide a more tailored experience to buyers and expand our network of Blue Square showrooms which currently number over 400. Through these efforts, combining our years of consumer research, industry expertise and AR-based technology with our racing DNA, Yamaha is well positioned to accelerate the growth of the premium motorcycle segment.

6. Explain in detail the new safety features and innovations in Yamaha bikes that provide a safe riding experience Ans: Yamaha is committed to enhancing rider comfort and control on its motorcycles without compromising on thrills and performance. Yamaha has equipped its new lineup with advanced technologies and innovations to deliver safety, stability and superior riding experience.

Yamaha models are equipped with advanced systems such as Traction Control, which prevents wheel spin during acceleration and provides better grip on various surfaces for more controlled riding. Additionally, the Anti-Lock Braking System (ABS) and Unified Braking System (UBS) ensure superior braking even in unpredictable conditions, giving the rider confidence and control.

Assist and slipper clutches provide rider comfort by facilitating smooth downshifts and reducing thrust during gear changes. To improve vision while driving at night, Yamaha has provided LED lighting in all its models which provides better illumination and clear visibility in low light conditions. Adding to the convenience, the Smart Key system offers keyless entry, allowing riders to focus on the journey without the need for a traditional key. Yamaha's Y-Connect app enhances rider convenience by providing real-time data, ride statistics, fuel efficiency monitoring.

7. Tell about some recent advances and technological innovations of Yamaha? Answer: In addition to the technologies mentioned above, Yamaha has also made major changes and improvements in its technology to transform the riding experience of customers. The smart key on the Aerox 155 Version S is a cool change. The Smart Key has an answer back feature that helps the rider easily locate the scooter in the crowd by activating the flashing blinker and buzzer sound.

Additionally, the keyless system adds even more convenience as it allows the rider to start their scooter via proximity detection without manually inserting the key. Not only does it simplify the starting process, it also increases safety with the immobilizer function as the vehicle will not start if the key is out of range.

The Yamaha motorcycle segment, especially the R15 model, has recently been updated with a 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 app available for use on Android and iOS. Bike ride can be made awesome by downloading this app.

Yamaha models sold in India