We will answer the diverse needs of the new era of mobility by harnessing our creative capabilities.Comprising the motorcycle, recreational vehicle (RV), and the Smart Power Vehicle (SPV) businesses, Land Mobility is one of the Company’s core operations. Leveraging the engine technologies, development and manufacturing technologies, and expertise cultivated through the motor-cycle business the Company has developed since its founding, the Land Mobility business offers a wide range of products in line with the charac-teristics of its markets, from practical, everyday means of transportation and recreational products to ones for commercial use and motorsport.In recent years, the image and concepts surrounding mobility have been changing significantly due to technological advancements, changes in emissions regulations, and diversifying values with regard to life and lifestyles. Going forward, while many people will seek the conveniences yielded by autonomous driving and other technologies, I believe they will also seek the self-fulfilling value in driving themselves and enjoying experi-ences more than ever. We are a brand that has always excelled in the innate leisure and recreational focus of the latter, so while ascertaining the needs of the former, we intend to offer products and services that not only provide convenience but also allow the new time generated by autono-mous driving and labor-saving technologies to be used for self-fulfillment.Also, as a company specializing in personal mobility, this entails a responsibility to our customers’ safety and peace of mind. As such, we are continuing the development of Leaning Multi-Wheel (LMW) models—which offer greater rider confidence—under the slogan “To someday create bikes that lean but do not fall,” proceeding with the creation of vehicle safety communication systems in coordination with other manufacturers, and engaging in safety promotions and training programs around the world. The Yamaha Riding Academy (YRA), for example, aims to reduce traffic accidents and currently has certified instructors in 15 countries holding riding safety courses. The YRA holds courses 1,300 times annually with approximately 120,000 people partici-pating. The goal is to expand the program to 20 countries and hold courses 2,000 times with 180,000 participants in 2021.We will continue delivering Kando to customers through products and services that answer diverse needs, and aim to create a more sustainable society.Opportunities• Expansion of middle-income markets in ASEAN and emerging economies• Evolution of marketing through digital technologies• Global rollout of models compliant with emissions regulationsRisks• Lack of interest in mobility among young people in Japan• Shift in industrial structure due to innovative technologies and new competitors• Tighter emissions regulations in each countryMarkets and conditions at Yamaha MotorMain competitorsMotorcycles and commuter vehicles for developed marketsMotorcycles with a high sport / recreational focus are popular but overall demand has remained largely flat since the 2008 global financial crisis. We are making timely rollouts of models compliant with new emissions regulations.Honda, Suzuki, Kawasaki, Harley-Davidson, BMW, Ducati, Triumph, KTM, Aprilia, Piaggio, KymcoMotorcycles and commuter vehicles for emerging marketsWe are introducing models compliant with new regulations in India, the world’s largest motorcycle market. Despite the presence of many competitors in emerging markets, our brand strength has helped drive sales growth of premium-segment models in Indonesia.Honda, Suzuki, Kawasaki, Hero, BajajROVs / ATVsThe North American market accounts for the majority of demand and its scale is increasing year by year as uses for recreational off-highway vehicles (ROVs) broaden.Polaris, BRP, Honda, KawasakiElectrically power-assisted bicycles and OEM drive unitsYamaha Motor is the pioneer of e-bikes and OEM shipments have been rising in step with the growth of the European market in recent years.Panasonic, Bosch, ShimanoOverview of Primary Products and Main CompetitorsStrengths• Established global brand position for motorcycles• Diverse product lineup combining both high performance and quality through our cultivated core technologies• Relationship of trust with customers through products and servicesTakuya KinoshitaExecutive Officer,Chief General Manager of Motorcycle Business OperationsLand MobilityBusiness Strategy70Yamaha Motor Co., Ltd. Integrated Report 2020
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