Yamaha 2012 Annual Report Download - page 34

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Expanding business scale to address a wide range
of customers
Although the difficult market environment continued in Europe, the North
American market showed a recovery trend on solid latent demand.
Against this backdrop, we are moving to platforms based on high-
performance engines and expanding our lineup of entry-level to flagship
models, and winning the support of a wide range of customers.
With promotional activities closely tied to markets and proactive
lifetime marketing, we will continue to promote new types of brand
communication to establish a “Yamaha World” and expand our base of
lifelong customers.
Continuing to restructure to enhance earnings
strength
As a result of the restructuring that was a primary component of the
previous Medium-Term Management Plan, we consolidated and realigned
our domestic manufacturing structure from an initial 12 factories and 25
units to nine factories and 17 units, including the transfer of all-terrain
vehicle production to the United States. In Europe, we reorganized the
initial four factories into a two-factory structure.
Under the new Medium-Term Management Plan, we will build on
these successes and pursue additional restructuring by further
consolidating the domestic manufacturing structure and reorganizing the
European business structure, with the aim of “Euro one company.” Then,
using platforms with high-performance engines, we will expand the scale
of procurement and manufacturing and enhance the earnings strength of
the motorcycle business in developed markets.
Motorcycle Business in Developed Markets
Based on the current XVS950A, the Bolt combines
a revamped engine incorporating a completely
redesigned air intake/exhaust system and
remapped fuel injection settings with a newly
designed slim and compact chassis, to achieve
both outstanding acceleration and a light,
responsive ride in low-speed urban settings.
Bolt
Communications-Linked Next Generation
Vehicle Application smartphone service
launched
The Communications-Linked Next Generation
Vehicle Application was developed in cooperation
with Toyota Motor Corporation as a step
toward building a new mobile society of the
future, and utilizes the
Toyota Smart Center to
provide integrated
information and services.
Motorcycle and Marine Products Businesses
in Developed Markets
With markets expected to recover going forward, we continue to restructure our motorcycle business in developed
markets to enhance our earnings strength. We are also working to expand the scale of our operations in the
marine products business, where a solid recovery is under way.
Yamaha Motor Co., Ltd. 󱚈 Annual Report 2012
32