Planning New Value

In India's southern state of Kerala, tourists enjoy days of leisurely cruising on houseboats. These boats of over ten meters in length are powered by 4-stroke outboard motors of just 9.9 hp. The outboard that these houseboat operators choose is the Yamaha 9.9 hp "high-thrust" spec mounting an extra large propeller for this high-load use.

What is it that really moves people and brings them the deep satisfaction we call Kando? The global marketplace covers a wide spectrum of peoples with differing values and there is no single answer that fits them all.
In the early 1960s when Yamaha first began developing outboard motors, they were a product born in America and primarily used for leisure boating in the markets of North America and Europe. But Yamaha looked beyond the leisure market and set itself to the task of developing tougher, more durable outboards that could handle demanding commercial use in fishery and transport and thus contribute to people's livelihoods and industry.
It was a job that required Yamaha engineers and sales representatives to go to each market and find out what the real needs and use conditions were. They went to Africa and the Middle East, they went to Southeast Asia and Latin America and by being there they learned first-hand just how tough the actual use environment was, and they listened to the local users and their experiences time and again. The information they brought back became the base for building Yamaha outboard motors that would win an unequalled reputation for durability and reliability and propel Yamaha into the position of one of the world's top brands.
This kind of local market-based product development has made Yamaha outboards the brand chosen by people in over 200 countries and regions around the world, and the number of model variations we offer today to answer every local need has grown to no less than 1,200. It may not sound very efficient for a manufacturer to build model variations to fit every type of boat and how it is used in every type of weather and sea condition, but for Yamaha that has been the shortest path to winning the trust and support of users all over the world.
What we learn from being there in the market, experiencing the realities first-hand and listening to the user needs and demands, is an asset that is every bit as valuable as our technology.

A "World's First" answer to a range of today's issues
Yamaha's PAS electrically power assisted bicycles feature an electric motor assist that lightens the pedaling load of the rider. PAS bicycles were launched on the market in 1993 as the world's first electrically power assisted bicycles and as a unique Yamaha answer to a variety of issues facing society today, such as energy conservation, traffic congestion and assisting the elderly in an aging society. Today we offer a variety of PAS model variations for a range of uses, from personal city-use to commercial use for deliveries and the like.

Giving form to the joys of outdoor leisure and recreation
The SSV (Side-by-Side Vehicle) is a new type of outdoor vehicle developed by Yamaha. Born in America where people love the outdoor life, the SSV offers outstanding performance and environment-conscious design features that add to the joy of getting into the great outdoors. With a steering wheel instead of ATV-type handlebars, the rider and a passenger can sit side-by-side to double the enjoyment of the ride.

A flagship model with a uniquely Yamaha aura
Ever since its launch in 1985 as a flagship model with a unique aura all its own, Yamaha's "VMAX" has continued to enjoy a devoted following among motorcycle fans, especially in the North American, European and Japanese markets. When the new VMAX was unveiled in markets around the world in 2008, nearly a quarter of a century after the original model, it was once again greeted with enthusiasm by motorcycle lovers. They appreciate both its awesome acceleration made possible by a generous input of state-of-the-art technology and the new styling that maintains the VMAX image while adding a new, sculpted form that gives visual expression to the energy within.

Helping more people enjoy getting out and about
Yamaha's electric wheelchair series project began with two aims: the desire to help bring the elderly and people with disabilities the courage to get out and about and the enjoyment that mobility brings, and the desire to lighten the burden of care-givers. Yamaha offers a range of wheelchair options, including electric power units or electric power assist units to mount on an existing manual wheelchair and power units with convenient auxiliary control unit for the care-giver.