Yamaha 2012 Annual Report Download - page 30

SPECIAL FEATURE: Engineering, Manufacturing, and Marketing to Raise Our Profi le
Motorcycle Business in Emerging Markets
Our motorcycle business in emerging markets mainly focuses on Indonesia, which is beginning to recover from
a temporary slump, India, which is showing rapid growth, and Vietnam, where stable growth continues. Yamaha
Motor is pursuing a strategy of expanding our business in these markets based on local optimization.
Indonesia
Enhancing product competitiveness to meet diversifying needs
Indonesia is a major market for Yamaha Motor’s motorcycle business, but with an economic
slowdown and tighter credit, total actual demand in 2012 decreased to 7.27 million units, and
our shipments were held to 2.42 million units as a result of inventory adjustments and an
insufficient number of models.
We see the ASEAN*1 market maintaining stable growth going forward, and in 2013 we
expect total demand in Indonesia to recover to 7.60 million units. We will pursue a growth
strategy based on expanding our lineup in response to increasingly diverse customer needs and
enhancing our product competitiveness.
The new Medium-Term Management Plan aims to introduce FI*2 in all models in the
ASEAN market by accelerating the development of variations of platforms based on fuel-
efficient engines. In Indonesia, we plan to introduce locally produced models including models
that have also been developed locally, along with uniquely Yamaha models produced in Japan
that project a sporty image.
Developing marketing that highlights Yamaha Motor’s uniqueness
To establish brand communication that expresses Yamaha’s uniqueness, we intend to
hold Yamaha Motor Shows at 1,000 locations throughout Indonesia and reintroduce
accessory and apparel products, as part of a new promotional campaign that aims to
provide value that goes beyond being a means of transportation.
We will also build on our “3S” policy of (motorcycle) Sales, (sales of) Spare
parts, and (after-sale) Service, for high-quality contact with customers that is closely
tied to the market.
Strengthening the business base to increase volumes
Restrictions on down payments for credit purchases implemented by the government in June
were a major reason for the Indonesian market’s temporary stagnation in 2012. In response,
Yamaha Motor is focusing on restructuring related credit, while at the same time adjusting
inventories in line with the size of the market. Going forward, as the business stabilizes as
financing returns to normal, we will work from this base to pursue an appropriate growth
strategy for the market as it recovers.
*1 Yamaha Motor’s ASEAN market comprises
Indonesia, Thailand, Vietnam, the Philippines,
and Malaysia.
*2 Fuel Injection: An electronically controlled
fuel injection system that uses control
technology to achieve higher fuel efficiency
than conventional carburetor models.
As the successor to the current
“Mio SOUL” model, the “SOUL GT”
features an evolved body design
with a sharp-looking front assembly
while inheriting the single-headlight
design from the current model, air
intake-styled side panel covers for
a powerful image, a dynamic and
unique taillight assembly, and
more, to create an authoritative and
stylish look.
SOUL GT
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Yamaha Motor Co., Ltd. 󱚈 Annual Report 2012
28
Snapshot
Interview with the
President
Special Features
Overview of
Operations
CSR Section
Corporate
Information
Financial Section