Yamaha revs up premium focus for India, ASEAN
Autocar Professional|1st August 2022
Eishin Chihana, Chairman of Yamaha Motor India group, drives home the need to have a terrain of solely Blue Square outlets in place by 2025. This premium focus will extend to all emerging markets as part of the renewed strategy in a post-Covid world, says Murali Gopalan.
Yamaha revs up premium focus for India, ASEAN

Yamaha will convert all its showrooms across India into Blue Square outlets by 2025. According to Eishin Chihana, Chairman, Yamaha Motor India Group, the target is to have 800 such retail points in place over the next three years.

The company has nearly 75 such Blue Square outlets in place right now which coexist with regular run-of-the-mill dealerships which are in the region of 700-odd numbers. All these will be upgraded to Blue Square along with the new exclusive ones being planned nationally.

Chihana was present for a recent inaugural of this outlet in Thane near Mumbai where he took some time off to speak to a handful of journalists. He made it clear that with Blue Square, the message being conveyed was to feel the premium feel of Yamaha. Customer experience of the brand was paramount in these outlets which also have accessories and apparel to offer.

Blue Square as a concept was the brainchild of Motofumi Shitara, Chihana’s predecessor who is now back at headquarters in Japan. It was part of the transition of Yamaha as a brand and to act true to its DNA. Till that point in time, the company had dabbled in various segments but the time had come now to stick to the premium space both in motorcycles and scooters.

Blue Square showrooms are designed to offer a sense of community, creating a space for customers to connect with the ethos of the brand. It has been designed to define the legacy of Yamaha’s role in global motorsports with ‘Blue’ characterising the brand’s racing DNA and ‘Square’ defining an entry into the world of Yamaha.

A focused approach

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM AUTOCAR PROFESSIONALView all
Spain's Fersa Group invests in India-based Delux Bearings
Autocar Professional

Spain's Fersa Group invests in India-based Delux Bearings

Besides theRs100 croreinvestment, the Indian company gets access toadvanced technologies and bearings with arange of applications that willhelpinits global growth strategy, writes Manobhava Baruah.

time-read
2 mins  |
15th January 2023
Tata Autocomp to open compact dual-clutch transmission plant
Autocar Professional

Tata Autocomp to open compact dual-clutch transmission plant

Amidthe country’s growing need for personal mobility with easy manoeuvrability, comes the demand for vehicles with automatic transmission. Tata AutoCompisready tomovein writes Shruti Mishra.

time-read
3 mins  |
15th January 2023
Pankaj Munjal-backed Hero Motors raises equity from GEF Cap
Autocar Professional

Pankaj Munjal-backed Hero Motors raises equity from GEF Cap

The company willinvest Rs1,500 crore over thenextthree years andit expects 60 percent ofits turnover to come fromelectric vehicle parts. Itaims to becomea Global EV Solutions Company from India

time-read
2 mins  |
15th January 2023
New age thermoplastics for next-generation EV batteries
Autocar Professional

New age thermoplastics for next-generation EV batteries

Saudi-based global materials major SABIChas developed cutting edgein fire-resistant polymers and flame-retardant materials that comply with various EV battery safety standards across the world.

time-read
4 mins  |
15th January 2023
Switch Mobility to meet growing e-bus demand with fresh capex
Autocar Professional

Switch Mobility to meet growing e-bus demand with fresh capex

Oncourse for abillion-dollar business, the company is exploringa possibility of operating satellite factories across the country to serve different geographies, write ShahkarAbidi and Ketan Thakkar.

time-read
4 mins  |
15th January 2023
Kia India to invest Rs 2,000 crore in EVS, to introduce new e-RV in 2025
Autocar Professional

Kia India to invest Rs 2,000 crore in EVS, to introduce new e-RV in 2025

New investmentto drive R&D, infrastructure development and manufacturing capabilities. The company willlocally produce EVsin India with possibility of exports as well, writes Mayank Dhingra.

time-read
2 mins  |
15th January 2023
"The government has given enough time for indigenisation but the industry has not taken it seriously"
Autocar Professional

"The government has given enough time for indigenisation but the industry has not taken it seriously"

Amitabh Saran, Founder and CEO, Altigreen, shares his views on problems inthe EV industry and battery localisation solutions with Amit Vijay M.

time-read
3 mins  |
15th January 2023
TATA MOTORS SEES ONE INTWO CARS SOLDAS EVS BY 2030
Autocar Professional

TATA MOTORS SEES ONE INTWO CARS SOLDAS EVS BY 2030

The company aims to offer wider choices withnew EVs that may straddle a pricebracket of Rs20to 40lakhinthe coming years, writes Ketan Thakkar.

time-read
2 mins  |
15th January 2023
MG Motor India in expansion drive, to invest $100 million
Autocar Professional

MG Motor India in expansion drive, to invest $100 million

The investment willbe usedtoramp up existing production capacity from1.2to1.4-15lakh units per annum atthe automaker's Halol plantin Gujarat, writes Ketan Thakkar.

time-read
2 mins  |
15th January 2023
"Technology and its multiplier effect are driving business transformations and customer experiences"
Autocar Professional

"Technology and its multiplier effect are driving business transformations and customer experiences"

Technical Centre India is one of Continental’s largest research and development centres in the world, andasa Centre of Competence’ it also develops customised products for the BRIC countries.

time-read
9 mins  |
15th January 2023