Yamaha Motor Co., Ltd. is opening its Moscow Representative Office in the Russian capital, where the Company will conduct market surveys, promote its products and work to raise the Yamaha brand image in the country. To commemorate the establishment of the office, an opening ceremony will be held on September 6 (Saturday).
In order to modernize automakers in the USSR and help them meet the high technology standards of Japanese manufacturers, Yamaha Motor was the first from Japan to transfer large motorcycle production engineering technology to the auto industry in the USSR, beginning in the late 1980s.
This triggered the Yamaha Motor business in the USSR. The Company then delivered a variety of products such as motorcycles, outboard motors, generators and snowmobiles, all of which proved useful in the daily lives of people in the USSR. At the outset of its business in the USSR, Yamaha Motor only exported products, in quantities and at times that best met the needs of citizens and industries in the USSR. In 1996, after the collapse of the USSR, the Company concluded distributor contracts with two Moscow-based companies, and, through these local distributors, established Yamaha showrooms in Moscow and other Russian cities.
In 2001, Yamaha Motor set up the Russian Division under the auspices of its Overseas Market Development Operations, designed to integrate the various aspects of the business in Russia. The Russian Division proceeded to extend the Yamaha Motor distribution channel to six companies in 2002, in preparation for future business expansion in the region. In 2003, the decision was taken to open a representative office to serve as a liaison between Russian business partners and Yamaha Motor in Japan. In the first stage, the representative office will open with five staff members.
The main operations to be conducted at the representative office include: mapping out plans suited to business conditions in Russia; conducting domestic market and product research, maintaining and enhancing communications with local distributors; building the Yamaha brand; and developing Russian business specialists.
As Russia enjoys growing political and economic stability, an increasing number of young people are riding motorcycles and fashionable scooters in the heart of Moscow. Demand for motorcycles in Russia in 2002 is estimated at 23,000 units, while outboard motor demand is projected at 22,000 units, as fishing on the nation's many lakes and rivers drives strong outboard demand. Meanwhile, more and more people are enjoying Western-style leisure activities, such as hunting with all-terrain vehicles in spring and fall, snowmobile riding in winter, and going fishing in outboard motorboats or riding personal watercraft in summer. Thus, demand for these products is expected to grow in Russia.
Outline of Yamaha Motor Moscow Representative Office
||Yamaha Motor Co., Ltd., Moscow Representative Office
||2, Shabolovka street, Moscow, 117040 Russian Federation
|Head of the Representative Office
|Number of employees
||September 6, 2003
Brief History of Yamaha Motor's Russian Business
||Began transferring development and production engineering technologies for large motorcycles to the auto industry in the USSR.
||Collapse of the USSR
||Yamaha Motor's European subsidiary established the Company's first antenna shop in St. Petersburg. The European subsidiary controlled sales west of the Ural mountains, while Yamaha Motor in Japan was responsible for business east of the Urals.
||The European subsidiary appointed two Moscow-based companies as Yamaha Motor's official distributors. Through these distributors, Yamaha showrooms were established in Moscow and other Russian cities.
||Yamaha Motor set up the Russian Division under the auspices of its Overseas Market Development Operations (OMDO).
||OMDO integrated the Russian business with a "six-distributors" system.
Moscow Representative Office opened in the Russian capital.