Yamaha motor bikes

MOTOR BIKING had its beginnings only in the mid-1950s, but the progress was so fast that in less than five years, it posed a challenge to the biking industry of the West. Motor biking originated in the West and even car manufacturing companies such as BMW and Jaguar participated in the progress of this invention, and now dozens of motorbike manufacturers making state-of-the-art two-wheelers are in the field.

Yamaha has been one of the pioneers in the two wheeler industry from the East and it has interests not only in two-wheel products, but many other adventure and exicting products such as large size outboard motors essential for bass fishing, American style luxury cruise machines, sail boats for the wild and adventurous, on and off road biking experiences, sports and fishing boats for the exciting encounters on the waters and trail bikes to take one in to deep jungles to enjoy nature's bounty. Yamaha is not a new name in the Indian two-wheeler industry, but it has now decided to be on its own by parting ways with Escorts (with which it had a tie-up for over two decades). It now comes with a wider range of products and wishes to capture a larger share of the two-wheeler market. The company now operates as a 100 per cent subsidiary of Yamaha Motor Co. of Japan. The Indian operations are completely aligned with Yamaha Motor's worldwide operations after the buyout of the 50 per cent stake held by the Escorts group in the Indian joint venture.

After the change, the company has started implementing its Challenge 21 project, a time-bound initiative that will reorient and revitalise the entire Indian operations and provide sustainable competitive advantage. The company aims to capture 21 per cent of the motorcycle market by the year 2003.

This alignment has been necessitated by growing prominence of the two-wheeler industry and the rising expectations of customers. With this change, India has become the only country in Asia to have a 100 per cent subsidiary of YMC. Mr. Masahiko Shibuya, director, commuter vehicle operations, YMC, has taken over as the new Managing Director. He has been with the company since 1969, and has held various positions with this company in Asia as well as in the U.S. He has a thorough knowledge of the global trends in the motorcycle industry, as well as a substantial understanding of the conditions prevailing in the Indian motorbike market.

Founded in July 1, 1955, YMC is the second largest motorcycle manufacturer in the world. The internationally recognised YMC brand mark consists of three overlapping Tuning Forks symbolising the three most important constituents that drive the YMC operations across the world - the customers, the employees (3,600 in India), and the community. The company manufactures a range of motorcycles that include the RX-135, RXZ, YBX125, YD125, ACE and the recently launched Crux out of its state-of-the-art manufacturing facilities in Faridabad, Haryana and Surajpur, Uttar Pradesh. With a countrywide network of 430 dealers, it is a customer driven company with a wide base of sales and service outlets and spare-parts stockists. Its business plan - production of 3.5 lakh two-wheelers in 2001 and increase it to 5.5 lakh units by 2003.

Tutu Dhawan

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