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Yamaha News,ENG,No.4,2008,11月,11月,China says YES! to Yamaha,Motorcycle,China,Up Front,Chinaʼs challenge is exemplified by the “Y-E-S” route,YES! Rally,Takahiko Takeda,YBR125,Shanghai,57,000 km of human endeavor,Cygnus,The eventʼs contribution to the dealer network,LYM110,Motorcycles that made up the rally,Interview with Yamaha Motorʼs Executive Officer Takahiko Takeda,Racing Express,Triple Crown for Yamaha!,Racing,MotoGP,Fiat Yamaha Team,Valentino Rossi,Triple Crown,Japan GP,Tech3 Yamaha Team,Jorge Lorenzo,Colin Edwards,James Toseland,Haga Victorious at Italian Round,WSB,Yamaha Motor Italia WSB Team,Noriyuki Haga,Massimo Meregalli,Troy Corser,Philippaerts brings title back to Yamaha in first try,WMX,Yamaha Monster Motocross Team,David Philippaerts,YZ450FM,Josh Coppins,Parkes fast in Italy with race lap record,WSS,Yamaha World Supersport Team,Broc Parkes,YZF-R6,Fabien Foret,World Topics,TYM opens Yamaha Riding Academy facility to promote riding safety,Thai Yamaha Motor Co., Ltd.,Takashi Kajikawa,Thailand,Yamaha Riding Academy,Takahiko Goan,Suwit Khunkitti,Owners celebrate 25th anniversary of the Ténéré model,Yamaha Motor France S.A.,Ténéré,France,XT660 Z Ténéré,Yamaha wins top World Trademark Review award,Germany,YMMEX held Yamaha Riding Academy course for police,Yamaha Motor de Mexico S.A. de C.V.,Yoshiaki Kato,XJ900,Mexico,Dealers hail the long-awaited BWʼS!,BWʼS,Colombia,Yamaha in Rock in Rio,ROCK IN RIO-LISBON,Yamaha Motor Portugal S.A.,Portugal,YMG presented Aerox to Santander Consumer Bank AG,Yamaha Motor Deutschland GmbH,Aerox WSB,Santander Consumer Bank AG HQ,Yamaha Motor Canada sponsor for “Ride for Sight” 2008,Ride for Sight,Yamaha Motor Canada Ltd.,Canada,Big 30th Anniversary Meeting for the Yamaha SR,SR 30th Anniversary Meeting,SR500,Japan,Yamaha Fukuroi Test Course,Fun Meeting,SR400,Communication Plaza,Showing Yamaha in its best light,Yamaha Motor Scandinavia AB,Sweden,New Nouvo Elegance proves itself in 72-hour endurance run,Nouvo Elegance,8th Pan European Webmasters Meeting,an European Webmasters Meeting,Getting Personal,New Technical Training Center to train service people at nationwide level,Venemotos C.A.,Venezuela,Yamaha Technical Training Center,Launching of the new VMAX,Jean-Claude Olivier,VMAX,Gérard Depardieu,Exciting new street model “FZ16” launches in India,Yamaha Motor India Sales Pvt. Ltd.,FZ16,India,Lord of the Streets,TYM active in World Environment Day 2008,World Environment Day 2008,The Yamaha Tales - Vol. 12,Supporting the “spirit of challenge,” sharing dreams and Kando,YAMAHA ASEAN CUP U-13 FOOTBALL,Yamaha Motor Vietnam Co., Ltd.,Vietnam,Da Nang,What's New,Be the One. Because Yamaha is the One!,Be the One,What is Yamaha-ism?,What is Yamaha Motor Visual Identity?,New Technology Vision – E.MOTIONICS,E.MOTIONICS,Brand Vision,Zoom In,The designed-in-Japan “EXULT 45” raises world standards with a new premium boat category,Boat,EXULT 45

YAMAHA MOTOR CO., LTD.NOVEMBER 1, 2008 ENGLISH

No.4

China says YES! to YamahaOver the past three years, tours of Yamaha riders have traced theletters Y, E and S across the map of China to bring the Yamahabrand closer people in all parts of this vast country.

performance, especially when corneringon wet roads and negotiating uneven sur-faces. It made me realize the quality ofYamaha motorcycles.” “It was inspiringto see Hainan’s Blue Diamond Sea,” and“I now feel like a member of Yamaha’sfamily.”The rally was also characterized by thevariety of motorcycle models taking part.Bikes formed into groups of the samemodel as well as models that suited thedifferent terrain in each of the courses.This style of rally differs from other rallyriding. Teams of motorcycles rangingfrom 100cc~1600cc, all with differentpower and of different categories, wereformed. One group brought together the

2 YAMAHA NEWS NOVEMBER 1, 2008

UP FRONT

YAMAHA NEWS NOVEMBER 1, 2008 3

the market. This event has greatly con-tributed to the development of the Yama-ha sales network in China.The participants of this event were fromall walks of life and all ages (the youngestmember being only 19 years old whereasthe oldest riders were in their 60s) but allgelled well throughout the course of therally. We received much positive feed-back from the participants such as: “I wasimpressed by my first visit to the YangtzeRiver!,” “The visits to local primaryschools and participating in donations andtraffic safety education programs werepriceless experiences.” “I learned theimportance of teamwork and road safety.”“This was a true test of a motorcycle’s

of unexpected and frustrating situationson their journeys. Roads that suddenlydisappeared on them. Unavoidable delaysdue to snowy and white out conditionsdue to thick fog were not uncommon.Surprise and astonishment at the hospital-ity received from regional ethnic groups,including welcome parties where the hos-pitality flowed freely. Delight at beingable to witness children’s eyes light upwhen presented with gifts of stationerysupplies to help them with their studies.Visits to the elderly in welfare institutionshelped them to truly appreciate howimportant a smile can be. They were alsoable to participate in activities to promoteroad and traffic safety education for com-munities by working together with localpolice.And of course the rally is most notewor-thy for the fact that it is the first rallyevent Yamaha has attempted in China. Itwas also the first event open for publicparticipation and the first large-scaleevent by a motorcycle maker in China, acountry with some 120 motorcycle manu-facturers competing in a market wherethe top six companies dominate 60% of

company that creates Kando*. Our pri-mary objectives are to provide the peopleof the world with new excitement andmore fulfilling lives. I believe that all theriders in the rally could not help but bemoved by both the scenery and the localpeople they met along the way, not tomention by the experience of coming faceto face with all the many traditions andhistorical sites they encountered through-out the event. The rally groups also coop-erated in community and traffic safetyactivities in the many areas that theypassed through. This act of mixing andinteracting with local communities is anessential element in the promotion of theYamaha brand, and this rally was there-fore hugely significant in the many andvaried ways it enabled Yamaha to con-tribute to society. I also wish to expressmy gratitude to all the local dealers andpeople who provided immeasurable sup-port throughout the course of the event.” During President Kajikawa’s speechmany of the riders seemed unable to holdback tears at their sadness of parting fromone another.The groups had encountered their share

CChhiinnaa’’ss cchhaalllleennggee iiss eexxeemmpplliiffiieeddbbyy tthhee ““YY--EE--SS”” rroouuttee

Total distance traveled: 57,000 km.This May saw the successful comple-tion of the “YES! Rally” in China.This was a journey that began in 2006and totalled 115 days of touring overthe three years. On the same day the riders reachedtheir final destination in Shanghai,Yamaha MotoGP star Valentino Rossiachieved his second China GP victoryin four years. The following reportdetails what the “YES! Rally” hasachieved.

57,000 km of human endeavor

Y

12,500km

E

24,500km

S

20,000km

paigns, and took part in activities con-tributing to the local communities inmany of the places they visited.Not only did this event enable the ridersto demonstrate the true convenience ofthe motorcycle, but it was also a chanceto rediscover the joy of riding and tointeract with the people in each place theystopped. The main aim of the campaignwas the mutual sharing of ideas betweenparticipants, while at the same timeenhancing the Yamaha brand image andcontributing to staff development. Yamaha Motor Co., Ltd. President,Takashi Kajikawa, was there to meet therally group at their final destination inShanghai, commending the riders on theirgreat achievement.“At Yamaha Motor it is our aim to be a

“YES! Yamaha” was started in 2006 andis the first Chinese branding campaign.The “YES! Rally” was the backboneactivity of the event. For this rally, riderswere recruited to cover eight routes ingroups of 12~15 riders. Over the pastthree years these riders have been carvingtheir unique trails across the vast anddiverse terrain of China. The riders also carried out safety promo-tional activities, joined in service cam-

The rally visits a town in Jiangxi province with beautifully pre-served 300-year old houses

The YES! Rally began in 2006

Time for conversation and a haircutat a visit to a home for the elderly

Yamaha Motor’s President Kajikawa (2nd from left) and Yamaha Jianshe Motor Shanghai Marketing’sPresident Wo Chengchang (center) gave congratulatory speeches at the goal of the 2008 YES! Rally

Visiting an elementary and middle school built by citizen donations in Henan. Here Yamaha donated textbooks

In southern Hainan the road surface temperature exceeded 44 degrees C. But riding was a pleasure

performance, especially when corneringon wet roads and negotiating uneven sur-faces. It made me realize the quality ofYamaha motorcycles.” “It was inspiringto see Hainan’s Blue Diamond Sea,” and“I now feel like a member of Yamaha’sfamily.”The rally was also characterized by thevariety of motorcycle models taking part.Bikes formed into groups of the samemodel as well as models that suited thedifferent terrain in each of the courses.This style of rally differs from other rallyriding. Teams of motorcycles rangingfrom 100cc~1600cc, all with differentpower and of different categories, wereformed. One group brought together the

2 YAMAHA NEWS NOVEMBER 1, 2008

UP FRONT

YAMAHA NEWS NOVEMBER 1, 2008 3

the market. This event has greatly con-tributed to the development of the Yama-ha sales network in China.The participants of this event were fromall walks of life and all ages (the youngestmember being only 19 years old whereasthe oldest riders were in their 60s) but allgelled well throughout the course of therally. We received much positive feed-back from the participants such as: “I wasimpressed by my first visit to the YangtzeRiver!,” “The visits to local primaryschools and participating in donations andtraffic safety education programs werepriceless experiences.” “I learned theimportance of teamwork and road safety.”“This was a true test of a motorcycle’s

of unexpected and frustrating situationson their journeys. Roads that suddenlydisappeared on them. Unavoidable delaysdue to snowy and white out conditionsdue to thick fog were not uncommon.Surprise and astonishment at the hospital-ity received from regional ethnic groups,including welcome parties where the hos-pitality flowed freely. Delight at beingable to witness children’s eyes light upwhen presented with gifts of stationerysupplies to help them with their studies.Visits to the elderly in welfare institutionshelped them to truly appreciate howimportant a smile can be. They were alsoable to participate in activities to promoteroad and traffic safety education for com-munities by working together with localpolice.And of course the rally is most notewor-thy for the fact that it is the first rallyevent Yamaha has attempted in China. Itwas also the first event open for publicparticipation and the first large-scaleevent by a motorcycle maker in China, acountry with some 120 motorcycle manu-facturers competing in a market wherethe top six companies dominate 60% of

company that creates Kando*. Our pri-mary objectives are to provide the peopleof the world with new excitement andmore fulfilling lives. I believe that all theriders in the rally could not help but bemoved by both the scenery and the localpeople they met along the way, not tomention by the experience of coming faceto face with all the many traditions andhistorical sites they encountered through-out the event. The rally groups also coop-erated in community and traffic safetyactivities in the many areas that theypassed through. This act of mixing andinteracting with local communities is anessential element in the promotion of theYamaha brand, and this rally was there-fore hugely significant in the many andvaried ways it enabled Yamaha to con-tribute to society. I also wish to expressmy gratitude to all the local dealers andpeople who provided immeasurable sup-port throughout the course of the event.” During President Kajikawa’s speechmany of the riders seemed unable to holdback tears at their sadness of parting fromone another.The groups had encountered their share

CChhiinnaa’’ss cchhaalllleennggee iiss eexxeemmpplliiffiieeddbbyy tthhee ““YY--EE--SS”” rroouuttee

Total distance traveled: 57,000 km.This May saw the successful comple-tion of the “YES! Rally” in China.This was a journey that began in 2006and totalled 115 days of touring overthe three years. On the same day the riders reachedtheir final destination in Shanghai,Yamaha MotoGP star Valentino Rossiachieved his second China GP victoryin four years. The following reportdetails what the “YES! Rally” hasachieved.

57,000 km of human endeavor

Y

12,500km

E

24,500km

S

20,000km

paigns, and took part in activities con-tributing to the local communities inmany of the places they visited.Not only did this event enable the ridersto demonstrate the true convenience ofthe motorcycle, but it was also a chanceto rediscover the joy of riding and tointeract with the people in each place theystopped. The main aim of the campaignwas the mutual sharing of ideas betweenparticipants, while at the same timeenhancing the Yamaha brand image andcontributing to staff development. Yamaha Motor Co., Ltd. President,Takashi Kajikawa, was there to meet therally group at their final destination inShanghai, commending the riders on theirgreat achievement.“At Yamaha Motor it is our aim to be a

“YES! Yamaha” was started in 2006 andis the first Chinese branding campaign.The “YES! Rally” was the backboneactivity of the event. For this rally, riderswere recruited to cover eight routes ingroups of 12~15 riders. Over the pastthree years these riders have been carvingtheir unique trails across the vast anddiverse terrain of China. The riders also carried out safety promo-tional activities, joined in service cam-

The rally visits a town in Jiangxi province with beautifully pre-served 300-year old houses

The YES! Rally began in 2006

Time for conversation and a haircutat a visit to a home for the elderly

Yamaha Motor’s President Kajikawa (2nd from left) and Yamaha Jianshe Motor Shanghai Marketing’sPresident Wo Chengchang (center) gave congratulatory speeches at the goal of the 2008 YES! Rally

Visiting an elementary and middle school built by citizen donations in Henan. Here Yamaha donated textbooks

In southern Hainan the road surface temperature exceeded 44 degrees C. But riding was a pleasure

UP FRONT

YAMAHA NEWS NOVEMBER 1, 2008 5

The rally’s success was based on theteamwork of the riders, the support fromeach of the local representatives and salesoutlets, cooperation from the local author-ities, along with the management staff.The success of the rally is also due to thesupport received from the people. WoChengchang, president of Yamaha Jian-she Motor Shanghai Marketing Co., Ltd.summarized the event as follows:“Rallies are about human development. Ibelieve that everyone who took part inthis event, not only the riders who under-took such a long and arduous journey, but

Motorcycles that made upthe rally

YBR125The YBR125 is manufacturedlocally by Chongqing JiansheYamaha Motor Co., Ltd. Export-ed since 2005, it has been abest-seller in Europe in the 125ccclass. This motorcycle camethrough the rally with flying col-ors.

Cygnus The Cygnus is manufacturedlocally by Zhuzhou JiansheYamaha Motor Co., Ltd. Thecompany was formed in 1996550km north of Hong Kong in thecity of Zhuzhou in Hunanprovince. The company mainlymanufactures scooters, andstarted exporting from 2007.

LYM110The LYM 110 is an under-bone (step-through) type of motorcycle manufac-tured by Jiangsu Linhai YamahaMotor Co., Ltd. The company isbased in Jiangsu province not farfrom Shanghai near the mouth of theChang River. Utilizing the many com-ponent manufacturers in the area, thecompany offers an exceptional under-bone type motorcycle made of qualitycomponents.

Can you tell us what the significance of orga-nizing this rally was?

“I believe that the mainsignificance of thisevent was the fact thatwe could make astrong appeal for theYamaha brand to themarket in the mostmeaningful way. This

meant we were able to physically introduceYamaha motorcycles to the many people wholive in the extensive land mass of China throughan actual ‘Look and touch’ type of approach. Ofcourse we still value mass-media like televisionto help promote our products, however this rallyhas made it possible for us to create importantrelationships directly with people living in localareas while we covered the long distance of the57,000 km course over the past three years. Riding Yamaha motorcycles over this time hasbeen a massive branding exercise which is

something that television commercials would notbe able to achieve. Another significant factor hasbeen the chance to promote riding safety andvisit schools, etc., as part of a contribution tolocal community activities during this time.Making the effort to go into the local markets hasbeen a chance for us to share the joy of ridingwith our customers. And also to take the oppor-tunity to further understand the needs of ourcustomers. The “YES! Rally” has been a solidbase for promoting the Yamaha brand in China.”

Are you planning to continue these types ofactivities?“Yes we are. Grass root activities like this are atthe core of our marketing activities and their con-tinuation creates further value for us. The mainreason for carrying out these activities is thechance to bring a continuous stream of newideas and renewed energy as we promoteYamaha. It is also very important to share thejoy in order to continue these types of activities

for not only ourselves but for all who areinvolved.”

Can you provide us with an outlook on themotorcycle market prospects in China?“There are over 100 motorcycle manufacturersin China. However, one of the new requirementsbeing implemented in July 2009 is to complywith the EU3 emissions standards and, there-fore, only manufactures that can meet theserequirements at competitive prices will remain.Yamaha’s current annual production of motorcy-cles in China is just under 500,000 units. We arenow aiming for a target production level of800,000. In order to achieve this we will need tostrengthen the size and quality of our sales net-work, as well as the competitiveness of ourproducts, while further developing the relation-ships with our parts suppliers. As long as we cando this, Yamaha’s competitive edge in the Chi-nese market will become stronger and stronger.”

Interview with Yamaha Motor’s Executive Officer Takahiko Takeda “YES! Rally” review...

also the dealers and management staffwho showed such enthusiasm in welcom-ing the rally have gained from the experi-ence and developed throughout this timetogether. When taking on such an enor-mous challenge, it is only by consolidat-ing and relying on team strength that thejoy of achievement is possible. I believethat this is the tradition promoted atYamaha.”

* Kando is a Japanese word for the simultaneous feelings ofdeep satisfaction and intense excitement that people experi-ence when they encounter something of exceptional value.

Other Yamaha users were keen to jointhe rally as it approached each town.Some of these riders joined the rally fora few days at a time. The group’s num-ber swelled to around 100 Yamaha ridersin a tidy formation as they progressedalong their route lined with supporters.Upon the rally’s arrival at a Yamahadealer, the group would be welcomed byfireworks and music played by a band.A complimentary service campaignwould often be hosted by the dealermanagement and many Yamaha userstogether with the local authorities, whowould join in the excitement.Over the three years of the rally, partic-ipating Yamaha users easily exceeded1,000 riders for the total of eight routes.At the same time, many riders shared inthe fun of the rally as well as making ahuge contribution to the dealer network.“Making an appeal for Yamaha’s pres-ence and distinction in each dealer’slocal area was one of the main themes ofthe rally. The progression of the rallythrough each town increased Yamaha’spresence tenfold. Through the rally’s contribution to localcommunities, the Yamaha brand hasbeen introduced to people who had pre-viously not known much about motorcy-cles at all, and not just solely on a prod-uct basis. We have had good feedbackfrom the local Yamaha dealers that theRally will have great benefits to thefuture of the motorcycle market in eachof their areas.” Over the three years ofthe rally, some 649 Yamaha dealershipswere visited.

MT-01, YZF-R1, YBR250, LYM110 andthe Cygnus. Yamaha’s reliability andmultipurpose uses were proven acrossengine size and category.Chinese manufactured Yamaha productsproved their reliability running alongsideones made by Yamaha in Japan, like theYZF-R1 supersport model. It has been 24years since Yamaha began offering tech-nical support to Chinese motorcycle man-ufacturers in 1984, and this long historyof joint achievement is evident in the highquality that the Chinese Yamaha productshave achieved.

Visiting a school near Chifeng, Inner Mongolia

The rally riders joined in a tree-plantingproject in Inner Mongolia

The rally’s ’08 northern route started from Shenyang

On the road to Anhui

A welcome by local citizens in ethnic costume (Hunan)

The rally received warm welcomes at dealerships wherever it went

The event’s contribution to thedealer network

Yamaha dealers welcome the YES! Rally in Henan (2007)

UP FRONT

YAMAHA NEWS NOVEMBER 1, 2008 5

The rally’s success was based on theteamwork of the riders, the support fromeach of the local representatives and salesoutlets, cooperation from the local author-ities, along with the management staff.The success of the rally is also due to thesupport received from the people. WoChengchang, president of Yamaha Jian-she Motor Shanghai Marketing Co., Ltd.summarized the event as follows:“Rallies are about human development. Ibelieve that everyone who took part inthis event, not only the riders who under-took such a long and arduous journey, but

Motorcycles that made upthe rally

YBR125The YBR125 is manufacturedlocally by Chongqing JiansheYamaha Motor Co., Ltd. Export-ed since 2005, it has been abest-seller in Europe in the 125ccclass. This motorcycle camethrough the rally with flying col-ors.

Cygnus The Cygnus is manufacturedlocally by Zhuzhou JiansheYamaha Motor Co., Ltd. Thecompany was formed in 1996550km north of Hong Kong in thecity of Zhuzhou in Hunanprovince. The company mainlymanufactures scooters, andstarted exporting from 2007.

LYM110The LYM 110 is an under-bone (step-through) type of motorcycle manufac-tured by Jiangsu Linhai YamahaMotor Co., Ltd. The company isbased in Jiangsu province not farfrom Shanghai near the mouth of theChang River. Utilizing the many com-ponent manufacturers in the area, thecompany offers an exceptional under-bone type motorcycle made of qualitycomponents.

Can you tell us what the significance of orga-nizing this rally was?

“I believe that the mainsignificance of thisevent was the fact thatwe could make astrong appeal for theYamaha brand to themarket in the mostmeaningful way. This

meant we were able to physically introduceYamaha motorcycles to the many people wholive in the extensive land mass of China throughan actual ‘Look and touch’ type of approach. Ofcourse we still value mass-media like televisionto help promote our products, however this rallyhas made it possible for us to create importantrelationships directly with people living in localareas while we covered the long distance of the57,000 km course over the past three years. Riding Yamaha motorcycles over this time hasbeen a massive branding exercise which is

something that television commercials would notbe able to achieve. Another significant factor hasbeen the chance to promote riding safety andvisit schools, etc., as part of a contribution tolocal community activities during this time.Making the effort to go into the local markets hasbeen a chance for us to share the joy of ridingwith our customers. And also to take the oppor-tunity to further understand the needs of ourcustomers. The “YES! Rally” has been a solidbase for promoting the Yamaha brand in China.”

Are you planning to continue these types ofactivities?“Yes we are. Grass root activities like this are atthe core of our marketing activities and their con-tinuation creates further value for us. The mainreason for carrying out these activities is thechance to bring a continuous stream of newideas and renewed energy as we promoteYamaha. It is also very important to share thejoy in order to continue these types of activities

for not only ourselves but for all who areinvolved.”

Can you provide us with an outlook on themotorcycle market prospects in China?“There are over 100 motorcycle manufacturersin China. However, one of the new requirementsbeing implemented in July 2009 is to complywith the EU3 emissions standards and, there-fore, only manufactures that can meet theserequirements at competitive prices will remain.Yamaha’s current annual production of motorcy-cles in China is just under 500,000 units. We arenow aiming for a target production level of800,000. In order to achieve this we will need tostrengthen the size and quality of our sales net-work, as well as the competitiveness of ourproducts, while further developing the relation-ships with our parts suppliers. As long as we cando this, Yamaha’s competitive edge in the Chi-nese market will become stronger and stronger.”

Interview with Yamaha Motor’s Executive Officer Takahiko Takeda “YES! Rally” review...

also the dealers and management staffwho showed such enthusiasm in welcom-ing the rally have gained from the experi-ence and developed throughout this timetogether. When taking on such an enor-mous challenge, it is only by consolidat-ing and relying on team strength that thejoy of achievement is possible. I believethat this is the tradition promoted atYamaha.”

* Kando is a Japanese word for the simultaneous feelings ofdeep satisfaction and intense excitement that people experi-ence when they encounter something of exceptional value.

Other Yamaha users were keen to jointhe rally as it approached each town.Some of these riders joined the rally fora few days at a time. The group’s num-ber swelled to around 100 Yamaha ridersin a tidy formation as they progressedalong their route lined with supporters.Upon the rally’s arrival at a Yamahadealer, the group would be welcomed byfireworks and music played by a band.A complimentary service campaignwould often be hosted by the dealermanagement and many Yamaha userstogether with the local authorities, whowould join in the excitement.Over the three years of the rally, partic-ipating Yamaha users easily exceeded1,000 riders for the total of eight routes.At the same time, many riders shared inthe fun of the rally as well as making ahuge contribution to the dealer network.“Making an appeal for Yamaha’s pres-ence and distinction in each dealer’slocal area was one of the main themes ofthe rally. The progression of the rallythrough each town increased Yamaha’spresence tenfold. Through the rally’s contribution to localcommunities, the Yamaha brand hasbeen introduced to people who had pre-viously not known much about motorcy-cles at all, and not just solely on a prod-uct basis. We have had good feedbackfrom the local Yamaha dealers that theRally will have great benefits to thefuture of the motorcycle market in eachof their areas.” Over the three years ofthe rally, some 649 Yamaha dealershipswere visited.

MT-01, YZF-R1, YBR250, LYM110 andthe Cygnus. Yamaha’s reliability andmultipurpose uses were proven acrossengine size and category.Chinese manufactured Yamaha productsproved their reliability running alongsideones made by Yamaha in Japan, like theYZF-R1 supersport model. It has been 24years since Yamaha began offering tech-nical support to Chinese motorcycle man-ufacturers in 1984, and this long historyof joint achievement is evident in the highquality that the Chinese Yamaha productshave achieved.

Visiting a school near Chifeng, Inner Mongolia

The rally riders joined in a tree-plantingproject in Inner Mongolia

The rally’s ’08 northern route started from Shenyang

On the road to Anhui

A welcome by local citizens in ethnic costume (Hunan)

The rally received warm welcomes at dealerships wherever it went

The event’s contribution to thedealer network

Yamaha dealers welcome the YES! Rally in Henan (2007)

EXPRESSRA

CIN

GEXPRESS

RA

CIN

G

An impressive victory by Valentino Rossi ofthe FIAT YAMAHA TEAM at the Japan GP,15th round of the MotoGP series, clinched forhim the 2008 season championship title. Atthe same time his performance and those ofthe other Yamaha riders, the FIAT YAMAHATEAM and the factory gave Yamaha the“Triple Crown” of rider, team and manufac-turer titles.The race started with Rossi in 4th position onthe grid and moving up to 3rd behind DaniPedrosa (Honda) and Casey Stoner (Ducati) inthe early running. After passing Pedrosa,Rossi engaged Stoner in a fierce battle for thelead that thrilled the fans. On lap 14 he finallypassed Stoner and went on to stretch his leadto the finish for his fifth straight victory andeighth of the season. Rossi’s teammate Jorge Lorenzo has returnedto form after a series of injuries to finish 2ndand 3rd in rounds 12 and 13 and then just missa third straight podium by finishing 4th in theJapan GP. Meanwhile, riders Colin Edwardsand James Toseland of the Yamaha satellite

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team Tech3 have been winning series pointsconsistently.

Valentino Rossi, FIAT YAMAHATEAM, MotoGP winner“It’s a great victory and a great achievement; Ithink it’s at the same level as the first title in2004 with Yamaha, maybe even better! Thischampionship has been very long and hardand all of the team and all of Yamaha haveworked very well, never giving up for onemoment. We have been able to put a great

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Haga Victorious at Italian RoundHaga Victorious at Italian Round

bike onto the track in all conditions and at allcircuits, and this has allowed me to ride likethis and to win so many races. I am veryhappy! The race was a great battle and I had toride at 100%, like I have through all throughthe season! I think this is the hardest I have ever had towork to win a world championship and I haveto say a huge thank you to Yamaha, mymechanics, the team and everyone involvedfor working this hard alongside me.”

At round 12 of the WSB championship, Yamaha Motor Italia WSBTeam’s Noriyuki Haga won both races in a perfect day of racing. Itwas also a perfect day for the team, as Haga’s teammate, Troy Corser,joined him on the winner’s podium with twin 3rd-place finishes. In both races Haga and Corser battled for the lead with Troy Bayliss,(Ducati). In race one Haga outran Bayliss by a close 0.129 sec. to win.Then in heat two Haga took the checkered first again after Bayliss tooka fall on the final lap. As for Corser, he has been consistently on thewinner’s podium in every race since round six in the U.S. and scoredfastest lap on his YZF-R1 at round 8, the Czech round. After round 12, Haga said, “I could hear Biaggi’s

bike all the way but my bike was working verywell and I am very happy with the result”

Corser has constantly been on the podium and scored fastest lapat round 8

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Parkes fast in Italy with race lap recordParkes fast in Italy with race lap recordBroc Parkes of the Yamaha World Supersport Team rode his YZF-R6 to arace lap record in the Italian GP (Vallelunga), round 11 of the WSS series, onhis way to finishing 2nd. This gave Parkes his first podium finish since roundsix in Germany. As of the end of round 11, Parkes remains in 4th place in theseason ranking, but he has closed the gap with the series leader, Andrew Pitt(Honda), to just 30 points. With three rounds remaining in the season, hopesare high in the Yamaha camp for a come-from-behind title win.On the third rung of the podium at the Italian GP was Eugene Laverty, whohas filled in for Parkes’ injured teammate, Fabien Foret. It was an impressivepodium finish for Laverty in only his second WSS race.Broc Parkes ran to a race lap record in the Italian GP, round

11 of the seriesLaverty mounted the podium in only his secondWSS race

After recovering from mid-season injury, Lorenzo was back among theleaders again

Despite switching to Bridgestone tires with no previous developmentdata, the Rossi team had a highly successful season

Triple Crown for Yamaha!

Triple Crown for Yamaha!

David Philippaerts of the YamahaMonster Motocross Team has wonthe MX1 championship title in thefinal round of the season, theItalian GP, riding the YZ450FM. Itis his first world title victory. ForYamaha, this is the fifth champi-onship title in motocross’ premierclass since the initiation of theMXGP (present MX1) in 2003. Philippaerts took the lead in the season rank-ing with consecutive 2nd-place overall finish-es in rounds two and three and a 1st overall inround four. Although he gave up the lead atone point by failing to win points in round 11,he scored his second overall win of the seasonin round 12 to regain the lead. And while thebattle for the title with 2nd-place SteveRamon (Suzuki) came down to the second

heat of the final round of the series,Philippaerts’ consistent riding got him thepoints he needed to win the season title in thepremier MX1 class. His Yamaha Monster Motocross teammate,Josh Coppins, regained form after early sea-son injury to win both heats of round eight,the German GP, and went on to finish the sea-son ranked 5th.

David Philippaerts, Yamaha MonsterMotocross Team, MX1 championshipwinner“It has been a long, long year and now I am sohappy. I had looked at Steve’s season in 2007and I knew that consistency was the key to thetitle. I am so pleased for the team, Yamaha,Michele and my sponsors. I also want to say abig thank you to my girlfriend Alice. I amhappy and it was so emotional to win thechampionship here in Italy and in front ofthose fans. I do not know what else I can say!”

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Philippaerts revels in the joy of victory after the final race

“Germany was my best race and I was happy to win there. Now wejust need to re-group and come back and have another go next year,”said Coppins

Philippaerts brings title

back to Yamaha in first try

Philippaerts brings title

back to Yamaha in first try

EXPRESS

RA

CIN

G

EXPRESSRA

CIN

G

An impressive victory by Valentino Rossi ofthe FIAT YAMAHA TEAM at the Japan GP,15th round of the MotoGP series, clinched forhim the 2008 season championship title. Atthe same time his performance and those ofthe other Yamaha riders, the FIAT YAMAHATEAM and the factory gave Yamaha the“Triple Crown” of rider, team and manufac-turer titles.The race started with Rossi in 4th position onthe grid and moving up to 3rd behind DaniPedrosa (Honda) and Casey Stoner (Ducati) inthe early running. After passing Pedrosa,Rossi engaged Stoner in a fierce battle for thelead that thrilled the fans. On lap 14 he finallypassed Stoner and went on to stretch his leadto the finish for his fifth straight victory andeighth of the season. Rossi’s teammate Jorge Lorenzo has returnedto form after a series of injuries to finish 2ndand 3rd in rounds 12 and 13 and then just missa third straight podium by finishing 4th in theJapan GP. Meanwhile, riders Colin Edwardsand James Toseland of the Yamaha satellite

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team Tech3 have been winning series pointsconsistently.

Valentino Rossi, FIAT YAMAHATEAM, MotoGP winner“It’s a great victory and a great achievement; Ithink it’s at the same level as the first title in2004 with Yamaha, maybe even better! Thischampionship has been very long and hardand all of the team and all of Yamaha haveworked very well, never giving up for onemoment. We have been able to put a great

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Haga Victorious at Italian RoundHaga Victorious at Italian Round

bike onto the track in all conditions and at allcircuits, and this has allowed me to ride likethis and to win so many races. I am veryhappy! The race was a great battle and I had toride at 100%, like I have through all throughthe season! I think this is the hardest I have ever had towork to win a world championship and I haveto say a huge thank you to Yamaha, mymechanics, the team and everyone involvedfor working this hard alongside me.”

At round 12 of the WSB championship, Yamaha Motor Italia WSBTeam’s Noriyuki Haga won both races in a perfect day of racing. Itwas also a perfect day for the team, as Haga’s teammate, Troy Corser,joined him on the winner’s podium with twin 3rd-place finishes. In both races Haga and Corser battled for the lead with Troy Bayliss,(Ducati). In race one Haga outran Bayliss by a close 0.129 sec. to win.Then in heat two Haga took the checkered first again after Bayliss tooka fall on the final lap. As for Corser, he has been consistently on thewinner’s podium in every race since round six in the U.S. and scoredfastest lap on his YZF-R1 at round 8, the Czech round. After round 12, Haga said, “I could hear Biaggi’s

bike all the way but my bike was working verywell and I am very happy with the result”

Corser has constantly been on the podium and scored fastest lapat round 8

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Parkes fast in Italy with race lap recordParkes fast in Italy with race lap recordBroc Parkes of the Yamaha World Supersport Team rode his YZF-R6 to arace lap record in the Italian GP (Vallelunga), round 11 of the WSS series, onhis way to finishing 2nd. This gave Parkes his first podium finish since roundsix in Germany. As of the end of round 11, Parkes remains in 4th place in theseason ranking, but he has closed the gap with the series leader, Andrew Pitt(Honda), to just 30 points. With three rounds remaining in the season, hopesare high in the Yamaha camp for a come-from-behind title win.On the third rung of the podium at the Italian GP was Eugene Laverty, whohas filled in for Parkes’ injured teammate, Fabien Foret. It was an impressivepodium finish for Laverty in only his second WSS race.Broc Parkes ran to a race lap record in the Italian GP, round

11 of the seriesLaverty mounted the podium in only his secondWSS race

After recovering from mid-season injury, Lorenzo was back among theleaders again

Despite switching to Bridgestone tires with no previous developmentdata, the Rossi team had a highly successful season

Triple Crown for Yamaha!

Triple Crown for Yamaha!

David Philippaerts of the YamahaMonster Motocross Team has wonthe MX1 championship title in thefinal round of the season, theItalian GP, riding the YZ450FM. Itis his first world title victory. ForYamaha, this is the fifth champi-onship title in motocross’ premierclass since the initiation of theMXGP (present MX1) in 2003. Philippaerts took the lead in the season rank-ing with consecutive 2nd-place overall finish-es in rounds two and three and a 1st overall inround four. Although he gave up the lead atone point by failing to win points in round 11,he scored his second overall win of the seasonin round 12 to regain the lead. And while thebattle for the title with 2nd-place SteveRamon (Suzuki) came down to the second

heat of the final round of the series,Philippaerts’ consistent riding got him thepoints he needed to win the season title in thepremier MX1 class. His Yamaha Monster Motocross teammate,Josh Coppins, regained form after early sea-son injury to win both heats of round eight,the German GP, and went on to finish the sea-son ranked 5th.

David Philippaerts, Yamaha MonsterMotocross Team, MX1 championshipwinner“It has been a long, long year and now I am sohappy. I had looked at Steve’s season in 2007and I knew that consistency was the key to thetitle. I am so pleased for the team, Yamaha,Michele and my sponsors. I also want to say abig thank you to my girlfriend Alice. I amhappy and it was so emotional to win thechampionship here in Italy and in front ofthose fans. I do not know what else I can say!”

MotoGPMotoGP

WSBWSB

WSSWSSWSSWSSWSSWSSWSSWSS

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Philippaerts revels in the joy of victory after the final race

“Germany was my best race and I was happy to win there. Now wejust need to re-group and come back and have another go next year,”said Coppins

Philippaerts brings title

back to Yamaha in first try

Philippaerts brings title

back to Yamaha in first try

Thailand

Thai Yamaha Motor Co., Ltd. (TYM) officially inaugurated its newly constructed Yamaha Riding Academy (YRA) facil-ity adjacent to its factory as the first standardized riding training center in the ASEAN region. With a total investmentover 300 million baht (approx. 8 million US dollar), the training center occupies an area of 18,843 m2 with a completeriding training course, lecture rooms, a riding simulator room and an auditorium with complete facilities.Thai government dignitaries including Mr. Suwit Khunkitti, former Deputy Prime Minister and Minister of Industry,joined Yamaha Motor Company’s President Takashi Kajikawa, and TYM CEO, Mr. Takahiko Goan, at the trainingcenter’s inauguration ceremony.From Premchit Maneesarachun, TYM, Thailand

TYM opens Yamaha Riding Academyfacility to promote riding safety

We always welcome your contributions. Write to the editorial staff

Yamaha Motor Co., Ltd.

2500 Shingai, Iwata, Shizuoka 438-8501 Japan,

<yamahanews@yamaha-motor.co.jp>

Germany

On July 10, Yamaha MotorDeutschland GmbH (YMG)presented two Aerox WSBreplica scooters to San-tander Consumer Bank AGHQ (Mönchengladbach,Germany), in order tostrengthen the two compa-nies’ partnership. SantanderConsumer Bank has longbeen a vital partner for YMGin customer financing inGermany and they havealso become an officialsponsor for the YMG racing program from the 2008 season. Santander Bankwill display the Aerox WSB replicas in the lobby of their head office for theiremployees and they will later be used as prizes for their staff idea contest.From Nicole Papay, YMG, Germany

Colombia

On June 26 and 27, some200 people, including 140Colombian dealers gatheredfor a dealer meeting held byIncolmotos Yamaha at itscompany headquarters inMedellin. In addition to pre-

sentations of Incolmotos’ corporate aims and business and brandingpolicies, the dealers saw the unveiling of the new motorcycle model“BW’S” and new apparel in a fashion show atmosphere. The secondday agenda included a factory tour, product explanations and testrides. About the BW’S, a typical journalist comment heard at the testrides was, “I just want to keep riding it!” Expectations were high for itsAugust release. From Shigeji Tachiki, YMC, Japan

Dealers hail the long-awaitedBW’S!

Canada

Yamaha Motor Canada Ltd. (YMCA) employees gave their time andmoney in support of the 2008 Ride for Sight campaign. YMCA is proud tosponsor this organization’s efforts and help thecharity celebrate its 30th anniversary.Yamaha riders were among the 1,200 motor-cycle enthusiasts who rode to raise funds for agreat cause! Yamaha staff organized demorides and pleasure boat cruises powered byYamaha F150 outboard engines. Thanks toeveryone who made this ride a success!From Ken Lehan-Port, YMCA, Canada

Yamaha Motor Canada sponsorfor “Ride for Sight” 2008

Portugal

Yamaha Motor Portugal S.A. (YMP) joined the 3rd ROCK IN RIO-LISBONrock music festival as a sponsor this year. Visitors to the Yamaha boothcould subscribe to all Yamaha events and test-rides, or simply get a Yama-ha gift. The cause that gave birth to ROCK IN RIO-LISBON is shared byYamaha, which produces and distributes products that bring joy to theirusers while also respecting the environment. Following this brand strategyYMP seeks to support events where the target is people who enjoy the out-doors and nature and are environment-conscious. In its booth, YMP dis-played scooters, motorcycles and ATVs and Marine products as well asMusical instruments through a tie-up with Yamaha Music Iberian. From Manuela Rodrigues, YMP, Portugal

Yamaha in Rock in Rio

The new model BW’S was unveiled toresounding applause at the dealermeeting

Japan

Over the two days of July 20 and 21 a grand “SR 30th Anniversary Meet-ing” was held to celebrate the 30th anniversary of the SR500 and SR400that have long been popular in Japan and Europe since the launch of thefirst SR model in 1978. As of the end of 2007, a 30-year total of 120,000units of this model have sold in Japan alone. On the 20th, some 500owners gathered at the Yamaha Fukuroi Test Course with their belovedSRs. On the 21st, a “Fun Meeting” was held at the Yamaha Motor head-quarters Communication Plaza, where participants could mingle andenjoy a photo contest, a factory tour and a talk show.

Big 30th Anniversary Meeting forthe Yamaha SR

YMCA employees joined in the2008 Ride for Sight!

Mr. Suwit Khunkitti (center left) and Mr. Takashi Kajikawa (center right) with TYM managementjoined the official inauguration ceremony of YRA

Germany

In an awards ceremony held in Berlin,Germany on May 20, Yamaha was theproud recipient of the prestigious WorldTrademark Review award that honorsleading in-house departments or groupscarrying out the important work of in-house trademark counsel to the highestpossible standards. Sixty finalists are cho-sen from among 1,200 companies for thisannual award, and Yamaha was awardedthe top award among five Asian companies. Among other things, this award rec-ognized the achievement of Yamaha in winning the largest compensation ever asa foreign corporation in a case of trademark infringement in China last year. From Shigeki Hirasawa, Yamaha Motor Europe N.V., The Netherlands

Yamaha wins top World Trademark Review award

8 YAMAHA NEWS NOVEMBER 1, 2008

The Yamaha booth at the ROCK IN RIO-LISBON music festival

YRA Riding Training Course

France

From May 30 to June 1, Euro-pean enthusiasts gathered inMothern, France to celebratethe 25th anniversary of thebirth of the now legendaryTénéré model. About 450Ténéré riders from all overEurope joined the meetingnear the Rhine River in Alsace and all the Ténéré models ever produced could beseen, including the rare DT125 Ténéré (2AJ), the 600 air-cooled singles and the660 version from the 90s. About half of the riders showed up on the famousXTZ750 Superténéré, some with more than 300,000 km on the odometer. YamahaMotor France S.A. displayed the famous Paris-Dakar Rally bikes from the 90s andItalian Paris-Dakar winner Franco Picco joined the whole weekend to celebrate theTénéré birthday with his fans. From Hennes Fischer, Yamaha Motor Europe N.V., The Netherlands

Owners celebrate 25th anniversaryof the Ténéré model

Yamaha Motor Europe offered test rides with the newXT660 Z Ténéré

The special Ténéré spirit was felt wher-ever owners gathered to talk of theiradventure rides and touring

Group Vice President of Yamaha MotorEurope N.V. accepting the World Trade-mark Review award

Mexico

On May 18 and 19, Yamaha Motor deMexico S.A. de C.V. (YMMEX) orga-nized a Yamaha Riding Academy(YRA) course for police in HermosilloSonora city in Mexico, with Mr. YoshiakiKato (former GP rider) from YamahaMotor Co., Ltd. as special instructor. The 22 officers participating in thecourse over the two days practicedobstacle riding on a slalom run and a

balance bridge, among others, and also learn riding specific riding skills related totheir XJ900 police model. The police will put these newly acquired skills to use intheir daily law enforcement work to protect the citizens of Mexico.From Jorge Diaz , YMMEX, Mexico

YMMEX held Yamaha RidingAcademy course for police

Practicing on a balance bridge

Santander Bank managing director, Andreas Finkenberg,on the Aerox WSB replica

YMG presented Aerox to Santander Consumer Bank AG

A variety of SR models from over the years joined the Memorial Parade Run at the Yamaha Fukuroi Test Course

Thailand

Thai Yamaha Motor Co., Ltd. (TYM) officially inaugurated its newly constructed Yamaha Riding Academy (YRA) facil-ity adjacent to its factory as the first standardized riding training center in the ASEAN region. With a total investmentover 300 million baht (approx. 8 million US dollar), the training center occupies an area of 18,843 m2 with a completeriding training course, lecture rooms, a riding simulator room and an auditorium with complete facilities.Thai government dignitaries including Mr. Suwit Khunkitti, former Deputy Prime Minister and Minister of Industry,joined Yamaha Motor Company’s President Takashi Kajikawa, and TYM CEO, Mr. Takahiko Goan, at the trainingcenter’s inauguration ceremony.From Premchit Maneesarachun, TYM, Thailand

TYM opens Yamaha Riding Academyfacility to promote riding safety

We always welcome your contributions. Write to the editorial staff

Yamaha Motor Co., Ltd.

2500 Shingai, Iwata, Shizuoka 438-8501 Japan,

<yamahanews@yamaha-motor.co.jp>

Germany

On July 10, Yamaha MotorDeutschland GmbH (YMG)presented two Aerox WSBreplica scooters to San-tander Consumer Bank AGHQ (Mönchengladbach,Germany), in order tostrengthen the two compa-nies’ partnership. SantanderConsumer Bank has longbeen a vital partner for YMGin customer financing inGermany and they havealso become an officialsponsor for the YMG racing program from the 2008 season. Santander Bankwill display the Aerox WSB replicas in the lobby of their head office for theiremployees and they will later be used as prizes for their staff idea contest.From Nicole Papay, YMG, Germany

Colombia

On June 26 and 27, some200 people, including 140Colombian dealers gatheredfor a dealer meeting held byIncolmotos Yamaha at itscompany headquarters inMedellin. In addition to pre-

sentations of Incolmotos’ corporate aims and business and brandingpolicies, the dealers saw the unveiling of the new motorcycle model“BW’S” and new apparel in a fashion show atmosphere. The secondday agenda included a factory tour, product explanations and testrides. About the BW’S, a typical journalist comment heard at the testrides was, “I just want to keep riding it!” Expectations were high for itsAugust release. From Shigeji Tachiki, YMC, Japan

Dealers hail the long-awaitedBW’S!

Canada

Yamaha Motor Canada Ltd. (YMCA) employees gave their time andmoney in support of the 2008 Ride for Sight campaign. YMCA is proud tosponsor this organization’s efforts and help thecharity celebrate its 30th anniversary.Yamaha riders were among the 1,200 motor-cycle enthusiasts who rode to raise funds for agreat cause! Yamaha staff organized demorides and pleasure boat cruises powered byYamaha F150 outboard engines. Thanks toeveryone who made this ride a success!From Ken Lehan-Port, YMCA, Canada

Yamaha Motor Canada sponsorfor “Ride for Sight” 2008

Portugal

Yamaha Motor Portugal S.A. (YMP) joined the 3rd ROCK IN RIO-LISBONrock music festival as a sponsor this year. Visitors to the Yamaha boothcould subscribe to all Yamaha events and test-rides, or simply get a Yama-ha gift. The cause that gave birth to ROCK IN RIO-LISBON is shared byYamaha, which produces and distributes products that bring joy to theirusers while also respecting the environment. Following this brand strategyYMP seeks to support events where the target is people who enjoy the out-doors and nature and are environment-conscious. In its booth, YMP dis-played scooters, motorcycles and ATVs and Marine products as well asMusical instruments through a tie-up with Yamaha Music Iberian. From Manuela Rodrigues, YMP, Portugal

Yamaha in Rock in Rio

The new model BW’S was unveiled toresounding applause at the dealermeeting

Japan

Over the two days of July 20 and 21 a grand “SR 30th Anniversary Meet-ing” was held to celebrate the 30th anniversary of the SR500 and SR400that have long been popular in Japan and Europe since the launch of thefirst SR model in 1978. As of the end of 2007, a 30-year total of 120,000units of this model have sold in Japan alone. On the 20th, some 500owners gathered at the Yamaha Fukuroi Test Course with their belovedSRs. On the 21st, a “Fun Meeting” was held at the Yamaha Motor head-quarters Communication Plaza, where participants could mingle andenjoy a photo contest, a factory tour and a talk show.

Big 30th Anniversary Meeting forthe Yamaha SR

YMCA employees joined in the2008 Ride for Sight!

Mr. Suwit Khunkitti (center left) and Mr. Takashi Kajikawa (center right) with TYM managementjoined the official inauguration ceremony of YRA

Germany

In an awards ceremony held in Berlin,Germany on May 20, Yamaha was theproud recipient of the prestigious WorldTrademark Review award that honorsleading in-house departments or groupscarrying out the important work of in-house trademark counsel to the highestpossible standards. Sixty finalists are cho-sen from among 1,200 companies for thisannual award, and Yamaha was awardedthe top award among five Asian companies. Among other things, this award rec-ognized the achievement of Yamaha in winning the largest compensation ever asa foreign corporation in a case of trademark infringement in China last year. From Shigeki Hirasawa, Yamaha Motor Europe N.V., The Netherlands

Yamaha wins top World Trademark Review award

8 YAMAHA NEWS NOVEMBER 1, 2008

The Yamaha booth at the ROCK IN RIO-LISBON music festival

YRA Riding Training Course

France

From May 30 to June 1, Euro-pean enthusiasts gathered inMothern, France to celebratethe 25th anniversary of thebirth of the now legendaryTénéré model. About 450Ténéré riders from all overEurope joined the meetingnear the Rhine River in Alsace and all the Ténéré models ever produced could beseen, including the rare DT125 Ténéré (2AJ), the 600 air-cooled singles and the660 version from the 90s. About half of the riders showed up on the famousXTZ750 Superténéré, some with more than 300,000 km on the odometer. YamahaMotor France S.A. displayed the famous Paris-Dakar Rally bikes from the 90s andItalian Paris-Dakar winner Franco Picco joined the whole weekend to celebrate theTénéré birthday with his fans. From Hennes Fischer, Yamaha Motor Europe N.V., The Netherlands

Owners celebrate 25th anniversaryof the Ténéré model

Yamaha Motor Europe offered test rides with the newXT660 Z Ténéré

The special Ténéré spirit was felt wher-ever owners gathered to talk of theiradventure rides and touring

Group Vice President of Yamaha MotorEurope N.V. accepting the World Trade-mark Review award

Mexico

On May 18 and 19, Yamaha Motor deMexico S.A. de C.V. (YMMEX) orga-nized a Yamaha Riding Academy(YRA) course for police in HermosilloSonora city in Mexico, with Mr. YoshiakiKato (former GP rider) from YamahaMotor Co., Ltd. as special instructor. The 22 officers participating in thecourse over the two days practicedobstacle riding on a slalom run and a

balance bridge, among others, and also learn riding specific riding skills related totheir XJ900 police model. The police will put these newly acquired skills to use intheir daily law enforcement work to protect the citizens of Mexico.From Jorge Diaz , YMMEX, Mexico

YMMEX held Yamaha RidingAcademy course for police

Practicing on a balance bridge

Santander Bank managing director, Andreas Finkenberg,on the Aerox WSB replica

YMG presented Aerox to Santander Consumer Bank AG

A variety of SR models from over the years joined the Memorial Parade Run at the Yamaha Fukuroi Test Course

YAMAHA NEWS NOVEMBER 1, 2008 11

The Yamaha Centre in Karlstad, Sweden, has recently been redesigned as one of ten pilotstores setting a new standard for Yamaha dealer showrooms in Europe. Designed under thenew guidelines for store interiors and exteriors launched recently by Yamaha Motor EuropeN.V. (YMENV), the Yamaha Centre in Karlstad is unique in its size (1,200 sq. m. showroom)and the fact that it sells all Yamaha products plus boats. Yamaha Motor Scandinavia AB(YMS) will use it now as a model to promote store design aimed at increasing sales by show-ing the products at their best in a customer-friendly environment. The new YMENV guidelinesare to display the Yamaha brand clearly, to focus on quality, to inspire the customers and,finally, to increase sales. From Wera Andersson-Allo, YMS, Sweden

The welcome area is designed with a focus on quality

Sweden India

On September 13 and 14, YamahaMotor India Sales Pvt. Ltd. (YMIS)held a press event in the popularwest coast tourist destination of Goato launch the exciting new modelFZ16, designed and engineered to bethe new “Lord of the Streets” in India,the world’s second largest motorcyclemarket. This launch was followed byintroductions of the new model atdealer meetings in four venuesaround the country from Sept. 17 to20. The dealers were excited to seethis ground-breaking new model with its dynamic, muscular styling and India-firstfeatures like a mid-ship muffler and radial rear tire.From Sanjay Tripathi, YMIS, India

Venezuela

Venemotos C.A., the sole Yamaha distributor in Venezuela, recentlyopened a new Yamaha Technical Training Center as one of thecompany’s 45th anniversary projects. The Center’s purpose is toprovide service training for mechanics and trainees nationwide forall the lines of Yamaha products. The two main functions of thisstate-of-the-art facility are to provide classroom and workshop facili-ties for training (theoretical and practical) and updating the skills ofmechanics working with Yamaha products in the nationwide distrib-utor network and to nurture top level mechanics who understandYamaha’s dedication to the highest quality standards and share apassion for the brand. From Leopoldo Pérez Barnola, Venemotos C.A., Venezuela

10 YAMAHA NEWS NOVEMBER 1, 2008

New Technical Training Center to train service people at nationwide level

Exciting new street model “FZ16”launches in India

Thailand

Over the three days of June 5 to 7, Thai Yamaha Motor Co., Ltd. (TYM) con-ducted a full program of activities to mark the worldwide United Nations’ WorldEnvironment Day 2008. TYM management and employees participated inactivities aimed at promoting awareness and encouraging action to reduceenergy consumption at the individual and corporate level. The efforts includedenvironmental display booths, film and documentary presentations, games tostimulate action and thinking about environment, and a painting competitionwith the theme of green factory operation. Working with local authorities,employee volunteers also cleaned up roadsides and planted trees along roadssurrounding the TYM factory. From Premchit Maneesarachun, TYM, Thailand

TYM active in World EnvironmentDay 2008

France

On June 23rd, the new VMAX was unveiled at Yamaha MotorFrance S.A. (YMF)’s premises at St Ouen l’ Aumône in an unfor-gettable evening. This launch of the 2009 new model was attend-ed by about 400 VIP guests, dealers, dealer customers and mem-bers of different French VMAX clubs who came on their bikes andorganized a parade and display at the venue. Introducing the newVMAX along with world-famous actor Gérard Depardieu, YMF’sCEO, Jean-Claude Olivier, told the story of this mythical bike firstintroduced in 1986 and praised the impressive beauty of the newmodel.YMF’s special Web viral marketing campaign for the new VMAXhas already attracted 70,000 hits! From Claudine Maffiolo, YMF, France

Launching of the new VMAX

To have your topic included inYamaha News World Topics:

1) Send us your text or an outline of the contents,

making sure to specify who, what, when,

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The custom bike zone in the YamahaCentre in Karlstad showroom

YMF’s CEO, Jean-Claude Olivier praising the new VMAX at the unveiling

TYM management joined in World Environment Day2008 celebrations at TYM

Mexico

From May 13 to 16, Yamaha Motor de MexicoS.A. de C.V. (YMMEX) held a Bronze InstructorCourse for people of the company’s Sales andMarketing departments. Participating as guestinstructor from YMC was former GP rider Yoshi-aki Kato, who offered theoretical knowledge anddemonstrated the correct and incorrect handlingposture for each action. Also taught were safetymeasures and attitude concerning the responsi-bility and commitment required of a certified

instructor. On the last day, the students became the instructors, as they applied theirnewly acquired knowledge in instructing others under the supervision of Mr. Kato and thealready certified instructors of YMMEX.From Daisy Ramirez, YMMEX, Mexico

Bronze Instructor Course held

YMIS’s CEO, Tsutomu Mabuchi (3rd from right), wasat the press event to introduce the new model FZ16

Mr. Yoshiaki Kato (front row 3rd from right) andYMMEX’s newly certified Bronze Course instructors

Thailand

Thai Yamaha Motor Co., Ltd.(TYM) has upgraded its popularYamaha Nouvo model line tothe new “Nouvo Elegance” witha newly developed high-perfor-mance liquid-cooled 4-stroke135cc engine featuring Yama-ha’s exclusive aluminumDiASiL cylinder mounted on anunderbone frame. And to prove

its incomparable performance, TYM invited members of the press to join in a 72-hourendurance test at its newly opened Yamaha Riding Academy (YRA) facility. At the end ofthis longest endurance test ever held in Thailand, the engine was still in perfect runningcondition. The original Nouvo revolutionized the Thai motorcycle industry in 2002 as thefirst automatic transmission model. The new Nouvo Elegance now raises the bar forexcellence in the everyday-use motorcycle for this market.From Premchit Maneesarachun, TYM, Thailand

New Nouvo Elegance proves itself in72-hour endurance run

TYM management and pressmembers joined the 72-hourendurance test of the new NouvoElegance

Press members witnessed the perfectcondition of the engine after 72 hoursof continuous running Germany

A first “Fans & FamilyMotorrad Festival” was heldat the Nürburgring circuitsouth of Cologne (Koln) innorthwestern Germanyfrom June 13 to 15. Aimedat stimulating the Germanmotorcycle market, thisevent was organized byYamaha Motor Deutsch-land GmbH (YMG), SuzukiInternational Europe GmbHand Honda Motor Europe (North) GmbH with the supportof the German motorcycle industry organization Industrie-Verband Motorrad (IVM) and, held in conjunction with theGerman round of the WSB championship, it attractedsome 40,000 domestic and international visitors. Thethree makers prepared 300 machines for test rides andabout 4,500 visitors took rides during the three days. Nextyear the other makers are willing to join the event. From Hideo Ishibashi, YMG, Germany

First joint motorcycletest-ride event by thethree Japanese makers

Some 4,500 people enjoyed testrides during the 3-day event

Showing Yamaha in its best light

Portugal

From June 18 to 20, this year’s Pan European YamahaWebmasters Meeting was held in Portugal under thetheme “Getting Personal.” In the full agenda of presenta-tions, case studies and workshop sessions, the 30attending webmasters from 19 countries learned aboutnew trends, new applications and training from the OnlineCommunications team on the VMAX back end reserva-tion tool and the new email product. On the final day, sev-eral brainstorms gave much feedback for the next re-design and for the development of killer applications forthe Yamaha Motor Europe Portal Project. The partici-pants also had a chance to learn about the marketingactivities of the Portuguese Marine marketing team. From Manuela Rodrigues, Yamaha Motor Portugal S.A.,Portugal

8th Pan European Webmasters Meeting

The webmastersenjoyed a full twoand a half dayagenda

Built on a 1,400 sq. m. lot, the new Yamaha Technical Training Center consists of amaintenance shop, offices and a training area

TYM employees cleaned roadsides and plantedtrees near the TYM factory

YAMAHA NEWS NOVEMBER 1, 2008 11

The Yamaha Centre in Karlstad, Sweden, has recently been redesigned as one of ten pilotstores setting a new standard for Yamaha dealer showrooms in Europe. Designed under thenew guidelines for store interiors and exteriors launched recently by Yamaha Motor EuropeN.V. (YMENV), the Yamaha Centre in Karlstad is unique in its size (1,200 sq. m. showroom)and the fact that it sells all Yamaha products plus boats. Yamaha Motor Scandinavia AB(YMS) will use it now as a model to promote store design aimed at increasing sales by show-ing the products at their best in a customer-friendly environment. The new YMENV guidelinesare to display the Yamaha brand clearly, to focus on quality, to inspire the customers and,finally, to increase sales. From Wera Andersson-Allo, YMS, Sweden

The welcome area is designed with a focus on quality

Sweden India

On September 13 and 14, YamahaMotor India Sales Pvt. Ltd. (YMIS)held a press event in the popularwest coast tourist destination of Goato launch the exciting new modelFZ16, designed and engineered to bethe new “Lord of the Streets” in India,the world’s second largest motorcyclemarket. This launch was followed byintroductions of the new model atdealer meetings in four venuesaround the country from Sept. 17 to20. The dealers were excited to seethis ground-breaking new model with its dynamic, muscular styling and India-firstfeatures like a mid-ship muffler and radial rear tire.From Sanjay Tripathi, YMIS, India

Venezuela

Venemotos C.A., the sole Yamaha distributor in Venezuela, recentlyopened a new Yamaha Technical Training Center as one of thecompany’s 45th anniversary projects. The Center’s purpose is toprovide service training for mechanics and trainees nationwide forall the lines of Yamaha products. The two main functions of thisstate-of-the-art facility are to provide classroom and workshop facili-ties for training (theoretical and practical) and updating the skills ofmechanics working with Yamaha products in the nationwide distrib-utor network and to nurture top level mechanics who understandYamaha’s dedication to the highest quality standards and share apassion for the brand. From Leopoldo Pérez Barnola, Venemotos C.A., Venezuela

10 YAMAHA NEWS NOVEMBER 1, 2008

New Technical Training Center to train service people at nationwide level

Exciting new street model “FZ16”launches in India

Thailand

Over the three days of June 5 to 7, Thai Yamaha Motor Co., Ltd. (TYM) con-ducted a full program of activities to mark the worldwide United Nations’ WorldEnvironment Day 2008. TYM management and employees participated inactivities aimed at promoting awareness and encouraging action to reduceenergy consumption at the individual and corporate level. The efforts includedenvironmental display booths, film and documentary presentations, games tostimulate action and thinking about environment, and a painting competitionwith the theme of green factory operation. Working with local authorities,employee volunteers also cleaned up roadsides and planted trees along roadssurrounding the TYM factory. From Premchit Maneesarachun, TYM, Thailand

TYM active in World EnvironmentDay 2008

France

On June 23rd, the new VMAX was unveiled at Yamaha MotorFrance S.A. (YMF)’s premises at St Ouen l’ Aumône in an unfor-gettable evening. This launch of the 2009 new model was attend-ed by about 400 VIP guests, dealers, dealer customers and mem-bers of different French VMAX clubs who came on their bikes andorganized a parade and display at the venue. Introducing the newVMAX along with world-famous actor Gérard Depardieu, YMF’sCEO, Jean-Claude Olivier, told the story of this mythical bike firstintroduced in 1986 and praised the impressive beauty of the newmodel.YMF’s special Web viral marketing campaign for the new VMAXhas already attracted 70,000 hits! From Claudine Maffiolo, YMF, France

Launching of the new VMAX

To have your topic included inYamaha News World Topics:

1) Send us your text or an outline of the contents,

making sure to specify who, what, when,

where, why and how details.

2) Also send 1 or 2 high-resolution photos with

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Notice of when your article will appear in YNwill be made after the editing process. Sendyour articles to us by e-mail, the editorialstaff, at the address below. E-mail: yamahanews@yamaha-motor.co.jp

The custom bike zone in the YamahaCentre in Karlstad showroom

YMF’s CEO, Jean-Claude Olivier praising the new VMAX at the unveiling

TYM management joined in World Environment Day2008 celebrations at TYM

Mexico

From May 13 to 16, Yamaha Motor de MexicoS.A. de C.V. (YMMEX) held a Bronze InstructorCourse for people of the company’s Sales andMarketing departments. Participating as guestinstructor from YMC was former GP rider Yoshi-aki Kato, who offered theoretical knowledge anddemonstrated the correct and incorrect handlingposture for each action. Also taught were safetymeasures and attitude concerning the responsi-bility and commitment required of a certified

instructor. On the last day, the students became the instructors, as they applied theirnewly acquired knowledge in instructing others under the supervision of Mr. Kato and thealready certified instructors of YMMEX.From Daisy Ramirez, YMMEX, Mexico

Bronze Instructor Course held

YMIS’s CEO, Tsutomu Mabuchi (3rd from right), wasat the press event to introduce the new model FZ16

Mr. Yoshiaki Kato (front row 3rd from right) andYMMEX’s newly certified Bronze Course instructors

Thailand

Thai Yamaha Motor Co., Ltd.(TYM) has upgraded its popularYamaha Nouvo model line tothe new “Nouvo Elegance” witha newly developed high-perfor-mance liquid-cooled 4-stroke135cc engine featuring Yama-ha’s exclusive aluminumDiASiL cylinder mounted on anunderbone frame. And to prove

its incomparable performance, TYM invited members of the press to join in a 72-hourendurance test at its newly opened Yamaha Riding Academy (YRA) facility. At the end ofthis longest endurance test ever held in Thailand, the engine was still in perfect runningcondition. The original Nouvo revolutionized the Thai motorcycle industry in 2002 as thefirst automatic transmission model. The new Nouvo Elegance now raises the bar forexcellence in the everyday-use motorcycle for this market.From Premchit Maneesarachun, TYM, Thailand

New Nouvo Elegance proves itself in72-hour endurance run

TYM management and pressmembers joined the 72-hourendurance test of the new NouvoElegance

Press members witnessed the perfectcondition of the engine after 72 hoursof continuous running Germany

A first “Fans & FamilyMotorrad Festival” was heldat the Nürburgring circuitsouth of Cologne (Koln) innorthwestern Germanyfrom June 13 to 15. Aimedat stimulating the Germanmotorcycle market, thisevent was organized byYamaha Motor Deutsch-land GmbH (YMG), SuzukiInternational Europe GmbHand Honda Motor Europe (North) GmbH with the supportof the German motorcycle industry organization Industrie-Verband Motorrad (IVM) and, held in conjunction with theGerman round of the WSB championship, it attractedsome 40,000 domestic and international visitors. Thethree makers prepared 300 machines for test rides andabout 4,500 visitors took rides during the three days. Nextyear the other makers are willing to join the event. From Hideo Ishibashi, YMG, Germany

First joint motorcycletest-ride event by thethree Japanese makers

Some 4,500 people enjoyed testrides during the 3-day event

Showing Yamaha in its best light

Portugal

From June 18 to 20, this year’s Pan European YamahaWebmasters Meeting was held in Portugal under thetheme “Getting Personal.” In the full agenda of presenta-tions, case studies and workshop sessions, the 30attending webmasters from 19 countries learned aboutnew trends, new applications and training from the OnlineCommunications team on the VMAX back end reserva-tion tool and the new email product. On the final day, sev-eral brainstorms gave much feedback for the next re-design and for the development of killer applications forthe Yamaha Motor Europe Portal Project. The partici-pants also had a chance to learn about the marketingactivities of the Portuguese Marine marketing team. From Manuela Rodrigues, Yamaha Motor Portugal S.A.,Portugal

8th Pan European Webmasters Meeting

The webmastersenjoyed a full twoand a half dayagenda

Built on a 1,400 sq. m. lot, the new Yamaha Technical Training Center consists of amaintenance shop, offices and a training area

TYM employees cleaned roadsides and plantedtrees near the TYM factory

������

The Yamaha

����

YAMAHA NEWS NOVEMBER 1, 2008 1312 YAMAHA NEWS NOVEMBER 1, 2008

Supporting the “spirit of challenge,” sharing dreams and Kando

motion of football as the official sponsorof the Asia Soccer Federation. Each ofthe bases of the Yamaha Motor group inthe ASEAN countries is also committedto sponsoring and supporting juniorfootball tournaments in their own coun-tries.

A new symbol of ASEAN youthdevelopment and sports promotionYamaha Motor is committed to youngrider development and every year spon-sors the “YAMAHA ASEAN CUPRACE” for production Yamaha mopeds.“YAMAHA ASEAN CUP U-13FOOTBALL” was held this year for thefirst time with the aim of improving thesocial value of the Yamaha brand in theASEAN region and encouraging chil-dren to set themselves goals and aspira-tions to succeed in sports on the worldstage, as well as sharing Kando* with allthe many spectators. It is through sportthat the Yamaha “spirit of challenge” ismost directly and simply expressed.Next year’s tournament will be held inThailand, where we will no doubt onceagain see some very exciting matchesunfold.* Kando is a Japanese word for the simultaneous feelings of deepsatisfaction and intense excitement that people experience whenthey encounter something of exceptional value.

Yamaha Motor Co., Ltd., togetherwith Yamaha Motor Vietnam Co.,Ltd. (YMVN), sponsored the 1stYAMAHA ASEAN CUP U-13 FOOT-BALL tournament organized incooperation with the Vietnam Foot-ball Federation in the city of DaNang for three days from August 4.Six U-13 teams (two teams from thehost country Vietnam) from fiveASEAN countries, Indonesia,Malaysia, Singapore, Thailand andVietnam, competed and the winnerswere Vietnam’s Da Nang team. TeamMalaysia took 2nd place, with 3rdplace going to Team Thailand.

Contributing to the ASEAN regionthrough popular sportsAs part of its commitment to youthdevelopment and social contributionactivities, Yamaha Motor Co., Ltd., car-ries out activities to popularize and pro-mote a range of sports, both at home andabroad. Football, a sport that is popularworldwide, is also extremely popular inthe ASEAN region, an area withincreasing importance as an emergingmarket for Yamaha motorcycles. Since2005, Yamaha Motor has been con-tributing to the popularization and pro-

12,000 spectators attended the tournament over the course of the 3-day event

Working together to be “Be the One.”This new slogan means to be unique, to be unlike any other.When we say, “Be the One.” we want everyone in theYamaha family to understand, to feel and be energized bythe unique Yamaha-ism that makes our company and ourproducts so special. It is because we all share these thoughtsand values that Yamaha is able to create the outstandingproducts that exemplify our corporate spirit. And it isbecause we are all united by this spirit that we are a corpo-rate group that creates Kando*. “Be the One.” is the guidingprinciple for that spirit.To realize this “Be the One.” quest, let’s look again at theessence of Yamaha that makes our brand unique.

* Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excite-ment that people experience when they encounter something of exceptional value.

At this year’s July 1st celebration of Yamaha MotorCompany’s founding, President Takashi Kajikawaintroduced the Yamaha Motor group’s new brand slo-gan, “Be the One.” The message is simple and clear. Let“Be the One.” be the slogan that gives us the strength tobuild the Yamaha brand to even greater glory.

The farewell party overcame the barriers of team, countryand language, with all the players joining in with the inno-cent pleasure typical of children

“We hope this tour-nament will becomeone that all ASEANregion children willdream of playing in.All of us will be work-ing together to buildinterest and raise thequality of this event,”commented TakahikoTakeda, ExecutiveOfficer, YamahaMotor Co., Ltd.

“We are determined tocontinue this tournamentfor many years to come,as a means to contributeto the communities in avery Yamaha way,through the shared excite-ment and fulfillment ofsports.” Masaki Asano,General Director, YMVN

Best Player Award winner Nguyen Viet Nguyen “I couldn’thave won this award on my own. More than anything it isdue to all the support I received from those around me. It ismy dream to one day play for the national team.”

Brand Management Operations, Yamaha Motor Co., Ltd.

What is Yamaha-ism? The Yamaha “Brand Charter”is a shared definition of whatYamaha Motor Co., Ltd. andYamaha Corporation (music)want the YAMAHA brand torepresent. But until now, thetwo companies have usedslightly different wording todescribe that image. At theend of 2007 a joint reviewwas made and a new unifiedBrand Charter was drawn up. This new Brand Charter usesa number of expressions todescribe “Yamaha-ism,”including “high quality,” “inno-vative,” “human perceptions,”“spirit of challenge” and“enrich people’s lives world-wide.” The new “Be the One.” slogan is also a reflection of the spirit of this Brand Charter.

What is Yamaha Motor VisualIdentity? Visual Identity (VI) is the visual ele-ments that express the essence ofthe brand’s individuality and unique-ness. The VI elements of YamahaMotor Co., Ltd. and the worldwideYamaha Motor group are designednot only to give visual expression tothe qualit ies that make Yamahaunique and communicate the brandimage, but also with the purpose ofstrengthening the brand value. Also,these VI elements should serve as asource of pride for people who workin the Yamaha Motor group and sym-bols they can identify strongly with. Inorder to help us use VI to communi-cate a consistent image of the Yama-ha brand to the customers, we main-tain and regularly update the Yama-ha Motor VI Manual.

2008 Brand Charter RevisionThe Yamaha brand symbolizes high-quality and innovative products, services and corporate activities that reflect Yamaha’s commitment

to its customers around the world. ●

The Yamaha brand is the distillation of many qualities:a keen awareness of the importance of human perceptions,

a mentality that always seeks the next advancement and the spirit of challenge, creativity and innovation

of each and every person in the Yamaha family.●

The mission of the Yamaha brand isto create Kando together with the customers,to help enrich people’s lives worldwide and

to contribute to the communities and cultures we all value.●

We, the members of the global Yamaha family, are working to continue building trust in the Yamaha brand,

and to make it shine even brighter for the future.

The Vietnamese team from Da Nang won the championship

Be the One.Be the One. Because Yamaha is the One!Because Yamaha is the One!

������

The Yamaha

����

YAMAHA NEWS NOVEMBER 1, 2008 1312 YAMAHA NEWS NOVEMBER 1, 2008

Supporting the “spirit of challenge,” sharing dreams and Kando

motion of football as the official sponsorof the Asia Soccer Federation. Each ofthe bases of the Yamaha Motor group inthe ASEAN countries is also committedto sponsoring and supporting juniorfootball tournaments in their own coun-tries.

A new symbol of ASEAN youthdevelopment and sports promotionYamaha Motor is committed to youngrider development and every year spon-sors the “YAMAHA ASEAN CUPRACE” for production Yamaha mopeds.“YAMAHA ASEAN CUP U-13FOOTBALL” was held this year for thefirst time with the aim of improving thesocial value of the Yamaha brand in theASEAN region and encouraging chil-dren to set themselves goals and aspira-tions to succeed in sports on the worldstage, as well as sharing Kando* with allthe many spectators. It is through sportthat the Yamaha “spirit of challenge” ismost directly and simply expressed.Next year’s tournament will be held inThailand, where we will no doubt onceagain see some very exciting matchesunfold.* Kando is a Japanese word for the simultaneous feelings of deepsatisfaction and intense excitement that people experience whenthey encounter something of exceptional value.

Yamaha Motor Co., Ltd., togetherwith Yamaha Motor Vietnam Co.,Ltd. (YMVN), sponsored the 1stYAMAHA ASEAN CUP U-13 FOOT-BALL tournament organized incooperation with the Vietnam Foot-ball Federation in the city of DaNang for three days from August 4.Six U-13 teams (two teams from thehost country Vietnam) from fiveASEAN countries, Indonesia,Malaysia, Singapore, Thailand andVietnam, competed and the winnerswere Vietnam’s Da Nang team. TeamMalaysia took 2nd place, with 3rdplace going to Team Thailand.

Contributing to the ASEAN regionthrough popular sportsAs part of its commitment to youthdevelopment and social contributionactivities, Yamaha Motor Co., Ltd., car-ries out activities to popularize and pro-mote a range of sports, both at home andabroad. Football, a sport that is popularworldwide, is also extremely popular inthe ASEAN region, an area withincreasing importance as an emergingmarket for Yamaha motorcycles. Since2005, Yamaha Motor has been con-tributing to the popularization and pro-

12,000 spectators attended the tournament over the course of the 3-day event

Working together to be “Be the One.”This new slogan means to be unique, to be unlike any other.When we say, “Be the One.” we want everyone in theYamaha family to understand, to feel and be energized bythe unique Yamaha-ism that makes our company and ourproducts so special. It is because we all share these thoughtsand values that Yamaha is able to create the outstandingproducts that exemplify our corporate spirit. And it isbecause we are all united by this spirit that we are a corpo-rate group that creates Kando*. “Be the One.” is the guidingprinciple for that spirit.To realize this “Be the One.” quest, let’s look again at theessence of Yamaha that makes our brand unique.

* Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excite-ment that people experience when they encounter something of exceptional value.

At this year’s July 1st celebration of Yamaha MotorCompany’s founding, President Takashi Kajikawaintroduced the Yamaha Motor group’s new brand slo-gan, “Be the One.” The message is simple and clear. Let“Be the One.” be the slogan that gives us the strength tobuild the Yamaha brand to even greater glory.

The farewell party overcame the barriers of team, countryand language, with all the players joining in with the inno-cent pleasure typical of children

“We hope this tour-nament will becomeone that all ASEANregion children willdream of playing in.All of us will be work-ing together to buildinterest and raise thequality of this event,”commented TakahikoTakeda, ExecutiveOfficer, YamahaMotor Co., Ltd.

“We are determined tocontinue this tournamentfor many years to come,as a means to contributeto the communities in avery Yamaha way,through the shared excite-ment and fulfillment ofsports.” Masaki Asano,General Director, YMVN

Best Player Award winner Nguyen Viet Nguyen “I couldn’thave won this award on my own. More than anything it isdue to all the support I received from those around me. It ismy dream to one day play for the national team.”

Brand Management Operations, Yamaha Motor Co., Ltd.

What is Yamaha-ism? The Yamaha “Brand Charter”is a shared definition of whatYamaha Motor Co., Ltd. andYamaha Corporation (music)want the YAMAHA brand torepresent. But until now, thetwo companies have usedslightly different wording todescribe that image. At theend of 2007 a joint reviewwas made and a new unifiedBrand Charter was drawn up. This new Brand Charter usesa number of expressions todescribe “Yamaha-ism,”including “high quality,” “inno-vative,” “human perceptions,”“spirit of challenge” and“enrich people’s lives world-wide.” The new “Be the One.” slogan is also a reflection of the spirit of this Brand Charter.

What is Yamaha Motor VisualIdentity? Visual Identity (VI) is the visual ele-ments that express the essence ofthe brand’s individuality and unique-ness. The VI elements of YamahaMotor Co., Ltd. and the worldwideYamaha Motor group are designednot only to give visual expression tothe qualit ies that make Yamahaunique and communicate the brandimage, but also with the purpose ofstrengthening the brand value. Also,these VI elements should serve as asource of pride for people who workin the Yamaha Motor group and sym-bols they can identify strongly with. Inorder to help us use VI to communi-cate a consistent image of the Yama-ha brand to the customers, we main-tain and regularly update the Yama-ha Motor VI Manual.

2008 Brand Charter RevisionThe Yamaha brand symbolizes high-quality and innovative products, services and corporate activities that reflect Yamaha’s commitment

to its customers around the world. ●

The Yamaha brand is the distillation of many qualities:a keen awareness of the importance of human perceptions,

a mentality that always seeks the next advancement and the spirit of challenge, creativity and innovation

of each and every person in the Yamaha family.●

The mission of the Yamaha brand isto create Kando together with the customers,to help enrich people’s lives worldwide and

to contribute to the communities and cultures we all value.●

We, the members of the global Yamaha family, are working to continue building trust in the Yamaha brand,

and to make it shine even brighter for the future.

The Vietnamese team from Da Nang won the championship

Be the One.Be the One. Because Yamaha is the One!Because Yamaha is the One!

newly emerging technological needs ofthe day.In formulating the new vision, a reviewwas made of all the technologies ofeach division with a close examinationof the technological elements theyinvolve. What was revealed by thisreview was how strongly Yamaha isfocused on “things that move” andbringing Kando* (excitement and ful-fillment) to the customers through theexperience of “motion.” If expressed inone term, the real underlying concept inYamaha technology is “MotionEngineering.” This is a term that sum-marizes Yamaha’s present focus on“motion” and the use of engineeringbased in the Trinics concept to create awide variety of “value” for the cus-tomers.And this all is supported by five basicprinciples that Yamaha has long valued:“Realism” based on knowledge andexperience in the workplace; “User-Friendliness” based on a knowledge ofthe customers’ feelings; a “Concept-Based Approach” based on a holisticview of the product that transcends theindividual parts and components; the“Determination” and flexibility needed

YAMAHA NEWS NOVEMBER 1, 2008 1514 YAMAHA NEWS NOVEMBER 1, 2008

For over 50 years Yamaha Motor Co., Ltd.has focused on “motion” and developingand supplying products involving motionthat create a wide variety of “value” for thecustomers.At the core of these efforts lies “MotionEngineering.”And supporting “Motion Engineering” is the“Yamaha Engineering’s Five Principles,”that Yamaha has long valued.

the technologies that enable rider-machine communication based onhuman perceptions. At the time this Trinics technologyvision was adopted, there were callseverywhere for a new field of “mecha-tronics” technologies that unitedmechanics and electronics. In answer tothis call, Yamaha added Humanonics tomechanics and electronics and came outwith the clearly defined technologicalstrategy of Trinics as the overall direc-tion of the company’s technologicaldevelopment efforts. After that, Yamahaadded to this basic vision theG.E.N.I.C.H. and “HumachineTechnology” concepts to connect theTrinics vision more specifically to thetechnological needs of the differentproduct lines and brands. Today, nearly 20 years after the birth ofthe Trinics vision, Yamaha continues topursue technologies in the three areas ofMechanics, Electronics andHumanonics. However, the environ-ment in which we do business today andthe demands on technology havechanged. That is why Yamaha has nowlaunched a new technology vision thatbuilds further on Trinics to answer the

New Technology Vision – E.M OTIONICSAlong with the new long-term vision and the new Brand Vision, a new Technology Vision has been adopted forthe Yamaha Motor group. This vision is called E.MOTIONICS and it presents an overall vision and also clarifiesthe directions of Yamaha technology development and application. Here, we introduce this new E.MOTIONICSTechnology Vision that has been formulated so that it can be shared by everyone in the Yamaha Motor group.

to take on new challenges and an unwa-vering “Commitment to Quality.”The new technology vision that Yamahahas formulated, based on these conceptsand attitudes and aimed at heighteningthe value that we create for the cus-tomers, is called “E.MOTIONICS.”At the core of the E.MOTIONICS con-cept is “MOTION.” It is an expressionof technology that uses “MotionEngineering (Motionics)” to achieve“Emotion,” which means creating value[in our products] that has the ability tomove people’s souls. The E. in front ofMOTIONICS stands for Enjoy (bring-ing people new enjoyment), Encourage(bringing encouragement to people) andEnhance (heightening people’s appreci-ation). The core concepts involved in this aretechnology that values people’s sensi-bilities and perceptions, technology thatis in tune with human perceptions andtechnology that moves people to thesoul. When we hear the word technolo-gy we tend to think of things that bringgreater functionality and convenience.But at Yamaha, our aim is technologythat goes beyond functionality and con-venience to stimulate the emotions and

bring happiness to people. This isthe unique value of Yamaha tech-nology.

* Kando is a Japanese word for the simultaneous feel-ings of deep satisfaction and intense excitement thatpeople experience when they encounter something ofexceptional value.

Almost two decades ago in 1990,Yamaha Motor Co., Ltd. formulated aTechnology Vision called “Trinics”based on the three pillars of Mechanics,Electronics and Humanonics. By the nature of our business as a man-ufacturer of products based on smallengine technology, mechanics havelong been the core of Yamaha’s techno-logical expertise. Electronics is a fieldthat has brought vital added value andheightened competitiveness to Yamahaproducts since the adoption of fuelinjection and other electronically con-

trolled systems. And it is the third pillar,“Humanonics,” that has added to thesethe special Yamaha uniqueness andgiven clear direction to our technologi-cal development and product creation.Humanonics is a word created byYamaha to express a branch ofergonomics that seeks to make a scienceof the five human senses. As expressedin the Yamaha terms “Rider-MachineCommunication” and “unity betweenrider and machine,” Yamaha placesgreat importance on human perceptionsand sensibilities and seeks to develop

The “Motion Engineering” concept that is the origin of the new technology vision and the “Yamaha Engineering’s FivePrinciples” that support it.

Concept-Based

ApproachUser-Friendliness Determination

Realism Commitmentto Quality

MotionEngineering

YamahaEngineering’sFive Principles

YamahaEngineering’sFive Principles

Mechanics

Electronics Humanonics

The “Trinics” technology vision ofthe 1990s

E.MOTIONICSTechnology Vision Slogan

Feel the Technology

E.MOTIONICS

EMOTIONICS

MOTION

MOTIONICS

The E of E.MOTIONICS means toEnjoy, Encourage, Enhance and bring Emotion

Emotion – Creating product value with the ability to move people’s souls

Motion – through motion,enabled by technology

Motionics – that is “Motion Engineering.”

New Technology Vision – E.M OTIONICS

newly emerging technological needs ofthe day.In formulating the new vision, a reviewwas made of all the technologies ofeach division with a close examinationof the technological elements theyinvolve. What was revealed by thisreview was how strongly Yamaha isfocused on “things that move” andbringing Kando* (excitement and ful-fillment) to the customers through theexperience of “motion.” If expressed inone term, the real underlying concept inYamaha technology is “MotionEngineering.” This is a term that sum-marizes Yamaha’s present focus on“motion” and the use of engineeringbased in the Trinics concept to create awide variety of “value” for the cus-tomers.And this all is supported by five basicprinciples that Yamaha has long valued:“Realism” based on knowledge andexperience in the workplace; “User-Friendliness” based on a knowledge ofthe customers’ feelings; a “Concept-Based Approach” based on a holisticview of the product that transcends theindividual parts and components; the“Determination” and flexibility needed

YAMAHA NEWS NOVEMBER 1, 2008 1514 YAMAHA NEWS NOVEMBER 1, 2008

For over 50 years Yamaha Motor Co., Ltd.has focused on “motion” and developingand supplying products involving motionthat create a wide variety of “value” for thecustomers.At the core of these efforts lies “MotionEngineering.”And supporting “Motion Engineering” is the“Yamaha Engineering’s Five Principles,”that Yamaha has long valued.

the technologies that enable rider-machine communication based onhuman perceptions. At the time this Trinics technologyvision was adopted, there were callseverywhere for a new field of “mecha-tronics” technologies that unitedmechanics and electronics. In answer tothis call, Yamaha added Humanonics tomechanics and electronics and came outwith the clearly defined technologicalstrategy of Trinics as the overall direc-tion of the company’s technologicaldevelopment efforts. After that, Yamahaadded to this basic vision theG.E.N.I.C.H. and “HumachineTechnology” concepts to connect theTrinics vision more specifically to thetechnological needs of the differentproduct lines and brands. Today, nearly 20 years after the birth ofthe Trinics vision, Yamaha continues topursue technologies in the three areas ofMechanics, Electronics andHumanonics. However, the environ-ment in which we do business today andthe demands on technology havechanged. That is why Yamaha has nowlaunched a new technology vision thatbuilds further on Trinics to answer the

New Technology Vision – E.M OTIONICSAlong with the new long-term vision and the new Brand Vision, a new Technology Vision has been adopted forthe Yamaha Motor group. This vision is called E.MOTIONICS and it presents an overall vision and also clarifiesthe directions of Yamaha technology development and application. Here, we introduce this new E.MOTIONICSTechnology Vision that has been formulated so that it can be shared by everyone in the Yamaha Motor group.

to take on new challenges and an unwa-vering “Commitment to Quality.”The new technology vision that Yamahahas formulated, based on these conceptsand attitudes and aimed at heighteningthe value that we create for the cus-tomers, is called “E.MOTIONICS.”At the core of the E.MOTIONICS con-cept is “MOTION.” It is an expressionof technology that uses “MotionEngineering (Motionics)” to achieve“Emotion,” which means creating value[in our products] that has the ability tomove people’s souls. The E. in front ofMOTIONICS stands for Enjoy (bring-ing people new enjoyment), Encourage(bringing encouragement to people) andEnhance (heightening people’s appreci-ation). The core concepts involved in this aretechnology that values people’s sensi-bilities and perceptions, technology thatis in tune with human perceptions andtechnology that moves people to thesoul. When we hear the word technolo-gy we tend to think of things that bringgreater functionality and convenience.But at Yamaha, our aim is technologythat goes beyond functionality and con-venience to stimulate the emotions and

bring happiness to people. This isthe unique value of Yamaha tech-nology.

* Kando is a Japanese word for the simultaneous feel-ings of deep satisfaction and intense excitement thatpeople experience when they encounter something ofexceptional value.

Almost two decades ago in 1990,Yamaha Motor Co., Ltd. formulated aTechnology Vision called “Trinics”based on the three pillars of Mechanics,Electronics and Humanonics. By the nature of our business as a man-ufacturer of products based on smallengine technology, mechanics havelong been the core of Yamaha’s techno-logical expertise. Electronics is a fieldthat has brought vital added value andheightened competitiveness to Yamahaproducts since the adoption of fuelinjection and other electronically con-

trolled systems. And it is the third pillar,“Humanonics,” that has added to thesethe special Yamaha uniqueness andgiven clear direction to our technologi-cal development and product creation.Humanonics is a word created byYamaha to express a branch ofergonomics that seeks to make a scienceof the five human senses. As expressedin the Yamaha terms “Rider-MachineCommunication” and “unity betweenrider and machine,” Yamaha placesgreat importance on human perceptionsand sensibilities and seeks to develop

The “Motion Engineering” concept that is the origin of the new technology vision and the “Yamaha Engineering’s FivePrinciples” that support it.

Concept-Based

ApproachUser-Friendliness Determination

Realism Commitmentto Quality

MotionEngineering

YamahaEngineering’sFive Principles

YamahaEngineering’sFive Principles

Mechanics

Electronics Humanonics

The “Trinics” technology vision ofthe 1990s

E.MOTIONICSTechnology Vision Slogan

Feel the Technology

E.MOTIONICS

EMOTIONICS

MOTION

MOTIONICS

The E of E.MOTIONICS means toEnjoy, Encourage, Enhance and bring Emotion

Emotion – Creating product value with the ability to move people’s souls

Motion – through motion,enabled by technology

Motionics – that is “Motion Engineering.”

New Technology Vision – E.M OTIONICS

spared in the pursuit of luxury and quality.There is also an owner’s room completewith a powder room, and a guest room withreclining/sleeping space for three adults.Besides this, the layout features a skylounge located at the highest point of themain salon with a view that is truly magnifi-cent. “EXULT” is a premium boat line thatYamaha is proud to present to the worldwith its luxury design flavored by the best ofJapanese aesthetics. We dedicate this ulti-mate in luxury, the “EXULT,” to trueocean-lovers.

Z O O M I N

Cert no. SA-COC-1544

Printed in Japanhttp://www.yamaha-motor.co.jp

YAMAHA MOTOR CO., LTD. Public Relations Div. 2500 Shingai, Iwata, Shizuoka, 438-8501 Japan Tel: 81-538-32-1145, Fax: 81-538-37-4250

should be a thing of beauty, not just a“heavy duty” form of transport. In the main salon, frosted glass is used toprovide both privacy and a bright, spaciousfeeling to the interior, while abundant use ofmirror-finish rosewood panels adds anothertouch of quality and warmth. The contrast ofthe rosewood and the white base color of thesofas and fabrics creates a wonderfullyrelaxing atmosphere. The furnishings tooare all top class brands from around theworld, including a fine wood-inlay table inthe center of the salon. No expense has been

What would be the qualities of yourdream boat? A boat that delivershigh performance in all types of

sea conditions, excelling in both speed andcomfort? A boat with high functionalityappropriate for any purpose from fishing tocruising? The ultimate objective in boatbuilding is the realization of all the aboveelements to the highest possible level. Toachieve these basic performance standardsthere must be absolutely no compromise inthe design and engineering. It is this way ofthinking that has led to the development ofYamaha’s “EXULT,” a new premium boatcategory. “EXULT 45” is particularly defined by thequality and luxuriousness of the livingspaces. Yamaha’s designers have broughtproud Japanese artistic sense and the tradi-tional Japanese spirit of elegant hospitalityto the interior, while seeking perfection ofform to the hull, deck and cabin and beautyin the exterior design. For Yamaha a boat

The designed-in-Japan “EXULT 45”raises world standards with a new premium boat category

The designed-in-Japan “EXULT 45”raises world standards with a new premium boat category