Yamaha Motor's New Sales Company in Turkey starts wholesale operations

In Turkey, the Company had been marketing motorcycles through a distributor, but decided to establish a new sales company in light of the Turkish motorcycle market's potential for future growth.

The population of Turkey is approximately 73 million, with a median age of 28. Younger riders in the Mediterranean coastal region, among other areas, are the primary customer base. They use their motorcycles for transportation, or, in urban environments, to deliver goods. Motorcycle demand in Turkey is expected to grow in the future, from only about 140,000 units in 2009 to more than 300,000 in 2015. The projected expansion in total demand is due in part to economic growth, spurred by Turkey's efforts to stabilize its political and economic situation ahead of its acceptance into the European Union, and partially due to rising consumer awareness of the fun, convenience, and economy that motorcycles offer.

YMTR plans to sell approximately 6,000 motorcycles, for sales of 150 million yen in its first year, 2010. Its marketing strategy includes introducing value-added models to Turkey, improving the sales network, increasing Yamaha brand recognition, and providing outstanding Yamaha after-sales services.