Two Yamahas, One Passion
Two Leaders at Yamaha
Speak of Their Love for
YAMAHA

The two leaders are YAMAURA Atsushi, who took office as president of Yamaha Corporation in April 2024, and SHITARA Motofumi, who became president of Yamaha Motor Co., Ltd. this April. The two presidents entrusted with leading the two Yamahas sat down for an in-depth discussion about the Yamaha brand, their visions for the future, and even their personal lives.

How Do You Spend Your
Leisure Time, and Where Do
Your Ideas Come From?

Since Yamaha Corporation hosts the Yamaha Ladies Open Katsuragi*, I thought my appointment as president would be a good opportunity to take up golf. But when I went to practice, I could barely hit the ball! It’s been a bit discouraging. (laughs) After all, I love music, so I enjoy spending time at home relaxing and listening to music or going to concerts.

*A women’s professional golf tournament sanctioned by the Japan Ladies Professional Golfers’ Association (JLPGA), co-hosted by Yamaha and Yamaha Motor.

I’m more of an outdoors type. I enjoy touring on my motorcycle, and so on. Even when I’m out on the water doing marine-related work, my mind automatically switches on and starts thinking, “What could be improved here?” But in my personal time, I completely switch off and enter a state of total calm, almost like a blank state.

It’s so important to switch off sometimes and allow yourself to enter a state of quiet. When you keep thinking and thinking but no answers come, stepping back and resetting often helps you see the answers.

When I’m stuck on something, I find that soaking in the bath and thinking things through often helps ideas flow. So I believe it’s important to consciously create blank spaces in your schedule.

We were supposed to be talking about our leisure time, but somehow it’s　turned into a work discussion! (laughs)

The Yamaha Brand—Refined and Delicate Or Simply Fragile?

I first felt the unique character of Yamaha right after joining the company. I was assigned to the electronic musical instrument development division, and what I found fascinating was seeing musicians from all genres who were invited for product evaluations just casually walking around the office. It left a strong impression on me: our instruments truly bring out a wide range of individual expression when they’re played. The employees, too—though the work is demanding—take pride in the products they create and genuinely enjoy what they do. To me, that atmosphere is the essence of Yamaha.

When we create something that brings joy to our customers and we then see them enjoying it, that energy feeds back to us, and we get excited too! That sense of shared enthusiasm is something I feel both Yamahas have in common. For me, I’ve been surrounded by the Yamaha logo since my childhood, such as on my recorder and on the lawnmower in our home. Later, when I started riding motorcycles and entered races, I found Yamaha bikes were incredibly fast. I looked into it and discovered that Yamaha Motor co-developed the engine for the Toyota 2000GT, and with support from Yamaha Corporation, the instrument panel was made of rosewood, a premium wood typically used for pianos. That’s the kind of material you’d expect in a Rolls-Royce or other luxury cars. Learning that made me realize just how amazing our brand is—not just mechanically but in terms of design as well. Whether it’s a musical instrument or a motorcycle, Yamaha products carry a distinct sense of design. Their delicate beauty might sometimes be seen as being fragile, but I believe it represents a different kind of strength, one that stands in contrast to heaviness or macho power. It’s a refined elegance, and I think that’s the essence running through the Yamaha brand.

Music and Motorcycles Are
Challenges.
That’s Why We Love Them.

The Age of AI and Time Efficiency—How Do We Stay Relevant?

The pace of change is undeniably accelerating, and the spread of generative AI is only pushing it further. From here on, companies will struggle to grow unless they learn how to work effectively with AI. The question is, how do we survive in that environment? Trying to do everything in-house will make it difficult to keep up, so collaboration with other companies becomes essential. And for collaborations, I believe it’s more important than ever to have a standout strength, something you absolutely won’t lose on.

AI is going to change things a lot, not just how we work but also how we enjoy life and even how we live. As more people grow up with platforms like YouTube and TikTok as part of their everyday experience, I feel the pace of life is accelerating, especially among those who prioritize cost and time efficiency. For example, when I ask younger people about watching sports, many say they can’t sit through slow-paced games and prefer just the highlights. We need to understand and respond to that generational shift in time perception and values. Of course, that doesn’t mean abandoning what we’ve always held dear. We need to keep refining those things too.

I’ve heard that more and more people are watching dramas at double speed these days. And while some still take the time to savor long classical pieces, others are increasingly skipping from one pop chorus to the next. When it comes to how people enjoy music, I feel we shouldn’t cling to the idea that things must stay the way they’ve always been.

Alongside the shift in time perception, I also sense a growing challenge between the virtual and the real. Take boating, for example—if there’s a simulation game that lets you experience everything from departure to return, some people might feel, “That’s enough; I’ve done it.” The question is, how do we go beyond that and help people rediscover the unique joy that only real experiences can offer? Interestingly, the pandemic gave us a clue. In the post-pandemic era, demand for real outdoor activities increased. It was a moment of realization that virtual experiences have their limits.

We want to be a company that can express both sides: discovering and proposing the kinds of joy that only real-world experiences can offer while also working to bring virtual experiences closer to that reality.

If a Brand Thrives on the Excitement of Real Experiences,
Does That Also Mean It Comes with Hassles?

When I talk about the joy that only real experiences can offer, I’m thinking of the sensations you feel on a motorcycle or a boat—the smell, the wind, and other things. There’s also the sense of connection you get when sharing the same moment with others, whether in a concert hall or at a racetrack. That, to me, is the true thrill of real experiences.

Our corporate commercial message is “Music is a challenge. That's why we love it.” The process leading up to enjoyment can certainly be a hassle, but even that inconvenience holds a kind of value you come to cherish.

Our products also require a few “hassle-filled steps” before you get to the excitement, like getting a license or putting in the practice. That’s why we’ve been sharing the message: #このめんどくさいがたまんない (This hassle is totally worth it). I believe both our companies share the idea that once you push through those initial steps, a whole new world opens up.

Rather than labeling something as “inherently troublesome,” I think it’s important to also communicate alternative value to those who shy away from hassle, like saying, “Look how easy this can be.” I believe we need to do both.

So we’re saying—yes, we can lower the barriers too.

To Keep Growing, What Must We Never Lose Sight Of?

These days, society tends to see negative thinking as the smarter approach. Being positive or taking on a challenge makes you stand out, and on social media, that often leads to criticism. It’s easier to stay under the radar. But if you want to gain a truly exceptional strength, I believe you have to break away from past methods and success stories and keep challenging yourself to go beyond what’s been done before.

Past successes simply mean that a particular approach was the right one at that time. But that doesn’t guarantee it’s the right answer today and certainly not in the future.

Breaking through takes energy, and you’re bound to fail along the way. When I was in my forties, I tried launching a line of general-purpose outboard motors, but they didn’t sell at all.

I was also tasked in my forties with commercializing a new technology. I went through countless rounds of trial and error, but in the end, I couldn’t deliver results. It was a truly painful experience.

There’s a lot to learn from failure—especially when you have set clear goals and taken on a challenge. That way, you can recognize what didn’t work and uncover many issues. But if you dive in without preparation and fail in a vague, half-hearted way, there’s no reflection and no lessons to be gained. Yes, it takes energy, but effort and challenge never betray you. I want people to remember that our company has a culture that supports you and backs you up.

We spend a significant part of our lives working for a company. Whether that time feels fulfilling depends on how much we challenge ourselves and continue to grow. It’s perfectly fine to move slowly. What matters is having the mindset to keep building, step by step. And I truly hope all employees will come to love both of Yamaha’s products.

If we don’t love our own brand—if we don’t genuinely feel excited by our products—there’s no way that feeling will reach our customers.

With the Cooperation of Sakura-den “Akari”,
Katsuragi Kitanomaru.

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