Yamaha Motor Integrated Report 2022

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 devel-oped 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. Founded 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 motor-cycle 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 maneuver-ability, and easy engine starts—an incredibly important factor at the time. Furthermore, motorcycle races were where makers could demon-strate their product’s superiority, and Yamaha’s early entry and consis-tently strong results created a reputation for technological excellence that spread domestically and internationally.Yamaha 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 our powertrain and other core competencies as a starting point, Yamaha Motor has been continuously working to create new Kando by consistently taking on challenges in new and existing fields for more than 60 years, creating products in a multitude of different businesses and categories. And our mission to enrich peoples’ lives into the future remains our guiding beacon today. Corporate Mission1955The first Yamaha motorcycle YA-1Powertrains Electronic Control Chassis and Hulls Manufacturing 1960Our first outboard motor P-71960Our first catamaran FRP boat CAT-21101974FRP pools created using boat manufacturing technologies1977“Soft bike” allowing women to ride with peace of mindPassol1968Our first snowmobileSL350A History of Expanding Our Portfolio in Pursuit of KandoKando Creating CompanyAdapting Core Competencies to Expand Our Product Portfolio

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