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Yamaha Motor's New Sales Company in Turkey starts wholesale operations

February 25, 2010

Yamaha Motor Co., Ltd. (the "Company") established a new motorcycle sales company in Istanbul, Turkey through two of its existing overseas subsidiaries, seeking to build a stronger foundation for the motorcycle business in Turkey. The new company began wholesale operations on February 25.

Named Yamaha Motor Sanayi ve Ticaret Limited Sirketi (YMTR), the new company starts with capital of 5,500,000 Turkish Lira (approx. 330 million yen), 99.999% of which was invested by Yamaha Motor Europe N.V. (YMENV) and the remaining 0.001% by Yamaha Motor Netherland B.V. (YMNL). On October 12, 2009, YMENV completed its registration and began preparing for wholesale operations.

In Turkey, the Company had been marketing motorcycles through a distributor, but decided to establish a new sales company in light of the Turkish motorcycle market's potential for future growth.

The population of Turkey is approximately 73 million, with a median age of 28. Younger riders in the Mediterranean coastal region, among other areas, are the primary customer base. They use their motorcycles for transportation, or, in urban environments, to deliver goods. Motorcycle demand in Turkey is expected to grow in the future, from only about 140,000 units in 2009 to more than 300,000 in 2015. The projected expansion in total demand is due in part to economic growth, spurred by Turkey's efforts to stabilize its political and economic situation ahead of its acceptance into the European Union, and partially due to rising consumer awareness of the fun, convenience, and economy that motorcycles offer.

YMTR plans to sell approximately 6,000 motorcycles, for sales of 150 million yen in its first year, 2010. Its marketing strategy includes introducing value-added models to Turkey, improving the sales network, increasing Yamaha brand recognition, and providing outstanding Yamaha after-sales services.

Profile of Yamaha Motor Sanayi ve Ticaret Limited Sirketi (YMTR)



Istanbul, Turkey

Founding date


October 12, 2009

Headed by


Hiroto Fujii, Director



5.5 million Turkish Lira (approx. 330 million yen)

Capital ratio


Yamaha Motor Europe N.V. (YMENV)   99.999%
Yamaha Motor Netherland B.V. (YMNL)  0.001%



Import and sale of motorcycles, all-terrain vehicles (ATVs) and
golf cars, their repair parts and accessories



12 (initially)

Scale of operations


Motorcycle unit sales: 6,000 units planned for 2010
Sales amount: 1.5 billion yen planned for 2010



Major business lines of the subsidiaries referenced above:

  Yamaha Motor Europe N.V.:

    Import and sale of Yamaha Motor products in the Netherlands, marketing of Yamaha Motor
    products in Europe, product planning, finance and other businesses

  Yamaha Motor Netherland B.V.:

    Sale of Yamaha Motor products in the Netherlands

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