President's Message 2015

January 6, 2015

"Pursuing the Unique Style of Yamaha", "Breaking out of Our Current Norms" - Changes to Monozukuri* & Changes to the Way We Work, Transforming the Company

*engineering, manufacturing and marketing

In 2014, we launched many new products onto global markets. 60% of the 250 models included in the current medium-term plan have been released by 2014, and the remainder will be introduced in 2015.

Each product forms a wonderful statement to our customers of the unique style of Yamaha, each conveying the passion we pour into our products in a fresh form. On the sales front, employees are taking the attitude of not simply repeating past ways, but working diligently to levels above and beyond everyone’s expectations, maximizing the fruits of their passion.

Many examples of success have been born through such wonderful work. In the motorcycle business, we have begun launching platform models and global models onto the market. In developed markets, distinctive series such as the MT, MAX, R, and YZ, and in developing nations, the next-generation "Blue Core" engine etc. are enhancing our brand value. In the marine business, we continue to make great strides in global markets. By establishing strong bonds of trust with our customers, this has become a highly-profitable business. In the Recreational Vehicle business, we have continued to launch new models into the recreational off-highway vehicle and snowmobile lineups, working on restoring our market presence. In the Smart Power Vehicle business, PAS (Electrically Power Assisted Bicycles) have made rapid progress and the "Green Core" next-generation drive unit has been launched onto the market, marking the first release of EVs that deliver both performance and cost. In the Intelligent Machinery business, we have continued the market launch of high-speed surface mounters and business acquisitions. In each of the Automobile Engines, Power Products, UMS (Unmanned System), pool, and Overseas Market Development Operation businesses, growth strategies are advancing and leading to results. Additionally, this year saw the launch of the "TRICITY" leaning multi wheeler, which offers a new kind of mobility. Finally, 2014 saw the beginning of the "Time Commitment Service" initiative, which aims to have customers around the world feel "I'm glad I chose Yamaha, I'd choose Yamaha again".

This year, we will continue to emphasize the pursuit and enhancement of four aspects of the unique style of Yamaha.
The first is originality. While developing optimal control technology for power sources, vehicle bodies, boats, and airframes, Yamaha has presented original concepts through innovative new combinations of them. In the future, we will create and convey value through new innovations based on market and customer observation and study.

The second is technology. While honing our core high-performance, lightweight, fuel-efficient, and compact technologies, we strive to give shape to our passion to exceed customer expectations by blending logic and emotion in our products. We also carefully select from core technologies that will maximize customer satisfaction and trust, and set ourselves lofty targets.

The third is design. Yamaha has always emphasized distinctive design features such as original styling, attention to detail, and fresh coloring, which have captured the public's attention. We will further incorporate shapes and quality which create an alluring presence, fascinating our customers while expressing and developing Refined Dynamism.

The fourth is connections. By delivering truly Yamaha products, we aim to create strong connections with customers. In every point of engagement, be it at first contact with Yamaha, or before purchase, at the moment of purchase, and after purchase of a Yamaha product, we will work to convey our passion, generating excitement among our customers that is the ultimate in Kando experience, creating lifelong connections.

These four aspects of the unique style of Yamaha will be translated into specific words, and those words then converted into technology, products, and the way we do our work. We believe that the unique style of Yamaha will become more apparent and easy to understand then, and our energies focused on it.

In 2015, we will obtain the maximum benefits from the current medium-term plan, and step up to the next medium-term plan while working towards realizing our brand slogan, "Revs your Heart".

President, Chief Executive Officer and
Representative Director
Yamaha Motor Co., Ltd.
Hiroyuki Yanagi