Yamaha: Racing Ahead 1

Q] With increasing competition in the two-wheeler market, what key factors do you believe continue to make Yamaha stand out among Indian consumers, particularly in the younger demographic?
The aspirations of our young audience are vast and ever-evolving, shaped by each passing year and the latest trends in the country. We’ve always stayed connected to our customers. Whenever we launch a new product, service, or activity, we invest a lot of time in investigating and surveying the needs of our customers and the latest trends. Our offerings are based on these insights, and we combine that with our international expertise, bringing in elements that work well in global markets and customising them for Indian conditions. We are a racing brand with a decades-old association with racing, which sets us apart from the competition in India.

Q] Please tell us how the brand’s journey in India has evolved over the past four decades and what this achievement means for Yamaha?
From the iconic RX100 to now the R15, MT series, FZ series, and scooters, it has been a remarkable journey. We have successfully maintained our core DNA, which is racing, and have kept it alive for the past four decades. Early on, we understood that Yamaha in India is known for its performance, style, and design. Since then, we have been focusing on these attributes of the brand, and all the products and activities we’ve designed in India reflect this DNA. The launch of an iconic model like the R15, which was India’s first super sport bike back in 2008, is a testament to this. It was technologically advanced, featuring India’s first liquid-cooled engine. These innovations have positioned Yamaha as a premium brand in the segment, and customers have appreciated our offerings.

Q] Tell us a bit about the ‘Call of the Blue’ campaign. How has this campaign evolved since its inception in 2018, and what role has it played in shaping Yamaha’s identity?
In 2017, we realised that we needed to do something different for the market, especially for the growing Gen Z audience and the younger generations. We already had a decent market share and volume in India, but we knew we needed something extra to take it to the next level. We named it ‘Call of the Blue’ as blue is our racing colour, representing the call of Yamaha, racing, and the inner want to ride a Yamaha. In the first season, we had an emotional connection in the film—a young boy plays with a miniature Yamaha toy bike. Now in the fourth season, we’ve taken creative liberties with the narrative. The boy has now grown into a teenager, but his love for Yamaha continues. As the kid evolved, so did the product portfolio, with significant upgrades. We’ve consistently expanded our product offerings in the campaign, now including the MTs, the R series, and other models with global lineage. Over the past four years, we’ve successfully upheld three core aspects of the campaign: exciting, stylish, and sporty, which is what the brand stands for in India.