The theme of the Yamaha Motor booth for the 43rd Tokyo Motor Show 2013 is "Revs your Heart,"* and it will offer a chance for visitors to experience "the growing world of personal mobility" unique to Yamaha, a specialist in small vehicles for personal mobility. The booth will have a total of 19 models on display that realize this "growing world of personal mobility," including motorcycles, scooters, an electrically power assisted bicycle, a Recreational Off-Highway Vehicle and an automobile currently under research and development.
In the new medium-term management plan set in motion in January of this year by Yamaha Motor, "winning new customers" and "taking on new business activities" are two challenges the company is taking on over the plan's three year period. At the booth, we will display multiple models that seek to win new customers in the current motorcycle market and introduce some of the initiatives in progress towards developing new businesses, such as sport-focused EV motorcycles and a next-generation electrically power assisted bicycle that utilize new power sources in the field we call "Smart Power" and multi-wheeled models like a three-wheeled commuter vehicle and an automobile.
Also, the booth's design that achieves a dynamic harmony between the creative fittings and fixtures, the models on display and the technology they employ is an embodiment of Yamaha's "Refined Dynamism" design philosophy that seeks to stimulate the emotions with genuine and innovative expressions of dynamism and beauty.
The global Yamaha Motor group's new Brand Slogan introduced this year. The word "rev" carries the meaning of causing excitement and getting worked up into a state of excitement, like the rising revs of an engine. This slogan carries Yamaha Motor's message to the world of the desire that we have kept close since our founding to "pursue true Yamaha-ness and deliver Kando to our customers."
Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that we experience when we encounter something of exceptional value.