Integrated Report 2021(For the year ended December 31, 2020)

A History of Creating Kando through TechnologyYamaha 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 been continuously working to create new value through its motorcycles and other products in a variety of fields for over 60 years.1955The first Yamaha motorcycleYA-11960Our first catamaranFRP boatCAT-211960Our firstoutboard motorP-7Exceptional acceleration and driving sensations: SR330 Large outboard motor boasting reliability and high output: F425A Flagship model featuring the latest technology garnered from racing: YZF-R1 1977“Soft bike” allowingwomen to ride with peace of mindPassolFounded in 1955 Entry into the Motorcycle Industry amid Japan’s Post-War Economic RecoveryGenichi Kawakami, the fourth president of Nippon Gakki and later founding president of Yamaha Motor, decided to enter the motorcycle business with the goal of building a foothold for growth outside the realm of musical instruments. At a time when less competitive motorcycle companies were already failing, the company made a bold late entry into the market, generating a great deal of attention with its first product’s innovative coloring and design, light weight and maneuverability, and easy engine starts—an incredibly important factor at the time. Furthermore, motorcycle races were where makers could demonstrate their product’s superiority, and Yamaha’s early entry and consistently strong results created a reputation for technological excellence that spread domestically and internationally.Japanese Economic Miracle Customer-Oriented Development for Creating KandoDuring Japan’s economic miracle, Yamaha Motor entered the marine recreation field believing that enjoying daily life would eventually lead to more fulfilling lifestyles. Our first target was commercial demand, specifically with fishing boats where the signs of motorization could be seen. The Company succeeded in expanding its business domain to include marine products by adapting the engine technologies it developed with motorcycles to develop outboard motors and fiber-reinforced plastic (FRP) fishing boats, incorporating market input in the process. Meanwhile, in our core business of motorcycles, we did not restrict ourselves to preconceived norms and ideas, and analyzed customer needs with a market-oriented approach to release the Passol. This step-through scooter was well-suited to women riders and created the new “soft bike” market segment in Japan.4IntroductionYamaha Motor Co., Ltd. Integrated Report 2021

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