The Logic Driving Yamaha Motor Design Ran-Ko-Kou-Shin - Observe the Past to Better Ponder the New

The Logic Driving Yamaha Motor Design
Ran-Ko-Kou-Shin - Observe the Past to Better Ponder the New

Third in a Series of Design Exhibitions on, “The Cultural Geography of Colors” (ASEAN Nations)

Exhibition Period: From February to August 2024

This special exhibition traces the history of Yamaha Motor Design in search of the ongoing legacy of design logic that has been passed down to today. In this, third in a series of Design Exhibitions, titled “The Cultural Geography of Colors (ASEAN Nations),” we introduce commuter vehicles that have won popularity in ASEAN countries as vehicles that are rooted in daily use and add fun to everyday life.

Our characteristic emphasis on design and the use of colors began in the 1950s with our first product, the YA-1 motorcycle. As we grew our businesses in various different regions, we learned from the unique cultures, historical backgrounds, and in the process, the experience further emboldened by our Spirit of Challenge and led to a broader and more refined range of expressions in design.
Yamaha always keeps its eyes and ears open, and our feet on the ground to accurately pick up what it is people enjoy and how the times have changed. This is how we dig deep into the hearts and minds of local communities and extrapolate from our findings in order to create new value.
As an approach, analyzing the cultures of each region as well as the way its people think and feel is not particularly groundbreaking or noteworthy, but at Yamaha we go a step further. In addition to taking a bird’s-eye view of these elements, we strive to actually go to these regions and have fun there ourselves. This is how we have created something of a distinct passion for our brand. And we believe that this is clearly reflected and appreciated in our designs of models for the ASEAN markets.