The Hindu Business Line : Yamaha launches 2 high-end models

New Delhi, Dec.4 Aimed at re-inventing and repositioning its brand in the market, Yamaha Motor India has introduced two high-end models targeting biking enthusiasts. The company hopes to ride on the aspirational values of new age consumers, besides raising its market share from a mere three per cent to 10 per cent by 2010 with the new launches.

“The DNA of Yamaha is changing in India and we will move over to a retail identity by riding on the aspirational values of the new age consumer,” Mr P. Sam, Head of marketing and sales at Yamaha Motor India, told reporters here.

The Japanese bike-maker has introduced two sport motorcycles, MT 01 and YZF R1 priced at Rs 10.5 lakh each (ex-showroom price).

Speaking at the launch, Mr Tomotaka Ishikawa, Yamaha Motor India CEO and MD, said, “The launch projects our future in India and how our future business looks like in the country. We want to re-establish ourselves as a company which delivers high quality and high performance product.”

He said the company is all geared to the challenge, to rebuild the Yamaha brand in India and with the new launches Yamaha unleashes its strategic intent to offer superior products in India. The imported motorcycles will attract an import duty of nearly 116 per cent, Mr Ishikawa said.

Scaling up

The company which has two manufacturing facilities in Haryana and Uttar Pradesh, said it planned to scale up its production capacity from the current three lakh to 10 lakh units by 2009. It will be investing significantly to augur its production capacity.

Yamaha will introduce motorcycles with 150cc and higher engine capacities next year. It plans to introduce high-power sports motorcycles in the future and is aiming to have 50 dealerships by 2010. Initially, the company would retail these sport bikes from its five dealers in four cities namely Delhi, Bangalore, Chennai and Ahmedabad.

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