The F-Series Pedigree

In a sense, 'having no definition' is the definition.
Back when Yamaha's AT was dominating the era, we traveled throughout ASEAN with dozens of sketches to create the next era.
We engaged in careful conversations with users, not missing even the slightest nuance.
I believe that each and every effort we made back then is surely bearing fruit in the current era.

It's not just about being round or classical in shape;
the value lies in introducing a model with a new concept
into a market that previously only had sporty options.
I believe this is what brought value in the ASEAN market at that time.

Since scooters are meant for daily life, it's essential to maintain the aspect of 'making life more convenient,’ but I also want to add a touch of elegance.
Our goal is to create something that enhances daily life and brings joy through the experience of riding it. We believe it is our mission and responsibility
to continue introducing new and innovative products to the market.

Yamaha's policy or identity is to create products that people can ride and enjoy, and that inspire excitement. With this principle in mind, our commuter models are designed to offer both emotional impact and convenience in daily use, making them products that combine the joy of riding with functionality.
In the development of the F-series, our team is always listening to market feedback and focusing on customer perspectives. We are also striving to create products that expand the overall experience. We hope that customers in the ASEAN market will further enhance this experience, enjoying a convenient and enjoyable scooter life as part of their daily lives.

When interviewing customers about the motivation behind their purchase,
I try to delve into what lies behind their words. I pay attention to their gestures, belongings,
and other subtle details to uncover their needs more deeply in my own way.

In a context where "YAMAHA = sporty" is a prevalent image,
the diversifying motorcycle market has demanded categories beyond this.
The Fino was created as a pioneering model in response to this demand.

One Machine, One Soul.
In the planning of the F-series, I pour my heart and soul into it, trusting my instincts completely.
For the Grand Filano, I made sure to incorporate elements like the flowing cover side and the small emblem on the front because I felt strongly about including them. On the other hand, the Fazzio expresses a simple yet impressive styling.
It makes me incredibly happy, almost to the point of tears, when customers say, “I really love this feature of this model.”
Additionally, the fashionability of the F-series, which is not limited by gender, is one of its key attractions. This is an important element I keep in mind when designing.
No matter how quickly trends change or how customers' lifestyles evolve,
I want the F-series to always be present and close by. I hope to nurture it with my own dedication and care.

I believe women wear high heels because they have a mindset of wanting to be seen as beautiful.
This is the same for riding a scooter. I imagined that scooter riders would prefer to sit elegantly with their legs together. Therefore, I set development goals to create shapes and dimensions that allow for an attractive position from the moment they mount the scooter and continuing while riding.

The F-series offers the joy of coordinating one’s lifestyle, fashion, and belongings with their bike. This is the appeal of the F-series. That's why we focused on refining simplicity and styling with a pleasant sense of space.
I hope customers will experience the excellent posture and dignified presence that complete when they sit on a YAMAHA bike.

I believe that thinking of the product itself as flashy and unique is an outdated perspective. The focus should be on the customer as the main character, and it's crucial to consider colorings that adapt to the changing fashion in their lives. My primary condition for proposing color designs for the F-series is that, upon seeing the product,
I should immediately think, “Ah, this is nice, it's beautiful.”

When I first became responsible for the ASEAN market, many young people were riding bikes chosen by their families or their fathers. With economic growth, more people started earning their own money, and it became common for women to advance in society. I had a strong desire to create a bike that these customers could choose for themselves, and that would bring more happiness to their daily lives.
ASEAN women are incredibly vibrant, which gives me a lot of energy. I want to create a bike that expands the possibilities for such women.

In line with the times, I aim to provide value that not only includes convenience and current trends but also acts as a partner in daily life. I want to offer a product that supports the entire lifestyle, not just a part of the riding experience.

The Grand Filano and FAZZIO are created with the idea of putting people at the center and making them stand out. In terms of color design, rather than focusing solely on whether the product looks “beautiful” or “cool” on its own, the approach is to create “beauty completed by the customer riding it,” which aligns with current trends.
The F-series shares a common trait of being sensitive to the trends and new developments of the times. It requires constantly questioning what is valuable at any given time and finding answers, with a need to continually evolve.
Moving forward, I want to prioritize aligning with customers' lifestyles and effectively capturing the zeitgeist to project cutting-edge coloring trends.

There are various perspectives on the enjoyment of motorcycles. I believe that even for commuters, the sheer joy of riding has its value.
Beyond that, the joy of ownership is also extremely important. For example, customizing your bike to suit yourself and sharing it on social media, then creating a community and going for rides together regularly. These elements of 'companionship, experiences, and value creation' that come from owning a motorcycle are also very important aspects.

Every year when we look at the market, the way customers use their bikes has completely changed, and the changes in the environment surrounding bikes are happening very quickly. However, instead of fearing these changes, we find them fascinating and want to use our imagination to keep creating new value in response to them.

We at YAMAHA see ourselves as a challenger brand. Our goal is to continue being a brand that responds to the desires of those who think, 'I'm a bit different from the majority; I want people to see who I am at my core and express myself.' We will keep this as our mission moving forward.