Corporate MissionKando* Creating CompanyOffering new excitement and a more fulfilling life for people all over the worldYamaha Motor strives to realize peoples’ dreams with ingenuity and passion, and to always be a company people look to for the next exciting product or concept that provides exceptional value and deep satisfaction.*Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that we experience when we encounter something of exceptional value.Management Principles1. Creating value that surpasses customer expectationsTo continue to produce value that moves people, we must remain keenly aware of customers’ evolving needs. We must strive to find success by always surpassing customer expectations with safe, high-quality products and services.2. Establishing a corporate environment that fosters self-esteemWe must build a corporate culture that encourages enterprise and enhances corporate vitality. The focus will be on nurturing the creativity and ability of our employees, with an equitable system of evaluation and rewards.3. Fulfilling social responsibilities globallyAs a good corporate citizen, we act from a worldwide perspective and in accordance with global standards. We must conduct our corporate activities with concern for the environment and communities and fulfill our social responsibility with honesty and sincerity.Action GuidelinesActing with SpeedMeeting change with swift and informed actionSpirit of ChallengeCourage to set higher goals without fear of failurePersistenceWorking with tenacity to achieve desired results, and then evaluating themCustomersShareholders and InvestorsEmployeesBusiness PartnersThe CommunityBasic Policiesof Internal Control Basic Policiesof CSRThe EnvironmentCommunicationCorporate PhilosophyBusiness ActivityStakeholdersYamaha Motor Co., Ltd. Integrated Report 20181

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