Yamaha was once a force reckon with the mainstream two-wheeler market that offered a wide range of motorcycles catering to the wide demography of India. This included 100-125cc models like Saluto, Gladiator, and our all-time favourite the RX100. However, in the last five to six years, the Japanese two-wheeler giant has started focusing only on the premium segment.
The company has gone on record and confirmed its exit from the 100cc and 125cc motorcycle space. This development has been confirmed by Ravinder Singh, Senior Vice-President – Sales & Marketing at Yamaha India in an interaction with ET Auto. According to the report, Singh made it clear that Yamaha’s direction is no longer aligned with the 100 to 125cc motorcycle segment.
Instead the company is now focussing on premium mobility, youthful performance, and brand-led aspiration, not high volume driven by competitive pricing. Singh went on to explain that pivot started with the launch of the company’s ‘Call of the Blue’ campaign in 2018. The campaign was a rebranding exercise to position itself as a premium two-wheeler brand.
Yamaha India shifts from volume to aspiration
Despite the 100-125cc segment accounting for almost 80 percent of total motorcycle sales volume, Yamaha is not keen on competing with established players like Hero MotoCorp, Honda Motorcycle & Scooter India, Bajaj Auto and TVS in the volume war. Singh added that the current Yamaha customers are youngsters who seek performance and style whereas customers in the 100-125cc segment seek utility.
Yamaha India is internally evaluating a few models in the 300cc+ segment. Now, this could mean Yamaha launching its middleweight models like the Tenere 700, MT-07, R7 and the likes. The company has previously shown interest in bringing these models to India and were also displayed at the Auto Expo earlier this year. However, there has been no confirmation on a specific launch timeline for any of these bikes.
Yamaha will continue producing commuter motorcycles in India, but solely for export to around 50 countries across Latin America, Africa, Europe, and ASEAN regions. Alongside its focus on premium models for the Indian market, the company is also set to revamp its entire local operation—from manufacturing facilities to retail showrooms—to enhance its premium brand image and deliver a more upscale customer experience.