Yamaha Motor Integrated Report 2020

196019701955Yamaha Motor Co., Ltd. (Yamaha Motor) was founded in July 1955 when the motorcycle division of Nippon Gakki Co., Ltd. (today’s Yamaha Corporation) was spun off to form an independent company. Since then, with the consumer- oriented development approach of its Nippon Gakki roots as a starting point, Yamaha Motor has continuously been working to create new value through its motorcycles and other products in a variety of fields for over 60 years.Taking on the motorcycle business amid Japan’s post-war economic recoveryGenichi Kawakami, the fourth president of Nippon Gakki Co., Ltd. and later the founder of Yamaha Motor, decided to enter the motorcycle market as a stepping-stone to future business development outside the realm of musical instruments. The compact chassis, high quality, and striking design of the first Yamaha motorcycle, the YA-1, attracted a great deal of market attention.Expanding business fields and working to popularize recreational cultureAdapting the engine technology garnered through the motorcycle business, we turned our hand to building outboard motors, fiber-reinforced plastic (FRP) fishing boats, snow-mobiles, and other products, thereby expanding our range of business. Moreover, we engaged in activities to popularize a culture of leisure and recreation and to grow our fan base. Other initiatives included work to raise awareness of safety in motorsports. Creating demand and building a business platformNot restricting ourselves to preconceived ideas, we analyzed customer needs with a market-oriented approach and later released the Passol, a model well-suited to women riders, and thus created a new “soft bike” market segment. We also leveraged the technological development know-how and expertise acquired in creating our own robots while diversifying our production model lineup to begin development and practical implementa-tion of Yamaha-brand industrial robots.A History of Creating Kando through Technology1975Our first golf carYG-2921977“Soft bike” allowing women to ride with peace of mindPassolRening our core technological competencies and developing various products in step with changes in society1960Our first catamaran FRP boatCAT-211960Our first outboard motorP-71967Joint project with Toyota Motor Co., Ltd.Toyota 2000GT1978Our first 6-horsepower snow blower, suited to Japanese snowYT6651968 Our first snowmobileSL3501955The first Yamaha motorcycleYA-1Introduction4Yamaha Motor Co., Ltd. Integrated Report 2020

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