Yamaha Motor’s story in China began with the successful Guangzhou Yamaha Exhibition held in southern China in 1979.
Yamaha and China North Industries Group Corp. Ltd. (Norinco) signed a technical support agreement in 1983 and Chongqing Jianshe Yamaha Motor Co. (CJYM) was established in 1992.
With its focused expansion strategy, Yamaha Motor (China) Co. is today active in marine, power products (generators and multipurpose engines), parts procurement, robotics and information technology solutions.
A strong position in China
With the rapid development of the Chinese market, Yamaha Motor (China) has grown together with China. The company is committed to the corporate mission of being a ‘kando-creating company’ that continues to “offer new excitement and a more fulfilling life for people all over the world.”
China’s economic progress continues. The government of China has put forward a series of new visions for the future of the country including the “Healthy China 2030”, environmental protection policies and a drive to transform the electric vehicle market.
Simultaneously, the Chinese market and its corresponding consumption trends are changing rapidly; leisure and entertainment markets are growing significantly.
Within this changing environment, Yamaha Motor (China) Co. is facing new challenges. To remain an industry leader, the company is developing products and businesses within the so-called horizontal market, establishing the
Yamaha Experience Center and strengthening its cooperation with key industry partners.
Creating exceptional value and contributing to society in a new era
In addition to providing products and services, the company is actively engaging in and supporting rugby, motorcycle, water vehicle and recreational off-highway vehicle sporting events.
Yamaha’s commitment to China will continue to follow the corporate philosophy of “creating value that surpasses customer expectations” and Yamaha will keep striving for further developments in this new era.