Yamaha is expanding sales of its sports motorcycles in India, the world's largest market for two-wheeled vehicles, by targeting Generation Z, or people born in and after the mid-1990s.
There is strong demand for motorcycles in the country of more than 1.4 billion people, and local automakers with cheap products command a sizable market share.
The Japanese company is differentiating itself with a strategy centered on sports bikes with excellent design to spur demand among young people.
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