Yamaha in Europe

YAMAHA IN EUROPE Yamaha Motor Europe N.V. in the Netherlands is the regional head office in Europe. In 1961, we took on the challenge of competing in Europe – the historical home of motorsport, where motorcycle culture has a history that spans over a hundred years. From then on, Yamaha’s motorcycle imports were handled by importers in each country throughout the continent. To facilitate and build upon the increased demand, Yamaha Japan established a subsidiary in the region. This marked the birth of Yamaha Motor Europe N.V. (YMENV) on 24th October 1968 in the Netherlands. Establishing a unified headquarters at YMENV stimulated the import of a wide range of Yamaha products such as motorcycles, outboard engines, snowmobiles and later, scooters, ATVs, Side-by-Side vehicles and many more. YMENV also helps to coordinate and support our racing activities in Europe. YMENV also relays back to Yamaha Japan the full extent of European motorcycle culture, which significantly impacted product planning and development. A number of products that have won a place in history were brought about by this fusion of European culture and Japanese engineering. Our participation in both on-road and off-track Grand Prix World Championships – the pinnacle of the sport and the perfect place to nurture our inherited Yamaha Racing spirit  – is a prime example of our activities in our pursuit of creating Kando. To date, some of our day-one importers in the region are still part of the Yamaha family either as a subsidiary of YMENV, such as Sonauto (FR, 1966), which became Yamaha Motor France S.A. with the late Jean Claude Olivier as President and which is now a branch of the YMENV, or as an independent importer, like Danfay Limited (IE, since 1965) and Hostettler AG (CH, since 1968). Over the years we expanded in the European market and extended to manufacturing products in the region. Entering the (West) German market – which had an established motorcycle culture, a historical connection with Yamaha and an important large-displacement motorcycle market – we formed sales company, Mitsui Maschinen GmbH (MMG), as a joint venture with Mitsui & Co., Ltd. However, to make communication with customers easier, as MMG dealt in Yamaha-related products, the company’s name was changed to Yamaha Motor Deutschland GmbH in 1996. In 1981, we started a joint venture with Sociedad Española de Motocicletas S.A. (SEMSA) in Barcelona, Spain, which bought a factory where the first Spanish Yamaha model, the DT80MXS, rolled off the assembly line in September 1982. Unfortunately, immediately after its start, SEMSA experienced its first economic and company crisis. When Spain joined the EEC in 1987, we took full ownership and Yamaha Motor España S.A. was established. As part of the Yamaha Motor Group’s industrial strategy, we began construction of a new factory in Spain. However, three years after the factory’s inauguration in 1988, it unfortunately burnt down in a fire. Thankfully, there were no human losses and thanks to a tremendous amount of dedication, a bigger and better factory was constructed in 11 months and reopened in 1992. For about two decades, this factory produced popular motorcycle and scooter models, like the Majesty 125 and the Neo’s 50cc scooters (among others). The first motorcycle rolling off the assembly line at SEMSA, which was later named Yamaha Motor España S.A.in September, 1982. MBK Industrie assembly line in Saint Quentin, France in July, 1987. Following a request by the French Industrial Reconstruction Committee, we increased our business interest in France in September 1984 by buying MBK Industrie, a motorcycle manufacturer in the northeastern town of Saint Quentin in the North of France. It had been created to help the restructuring of Motobécane, a failed motorcycle manufacturer. After a management crisis at Motobécane, MBK Industrie became a fully-owned Yamaha subsidiary. To rebuild MBK in three months-time, Yamaha joined forces with MBK managers in 1987  to improve production systems, quality control, plant maintenance and facilities while coaching MBK Industrie from the sidelines to improve the factory culture. This was no easy task considering the cultural differences between the two companies. Today, MBK Industrie manufactures European-designed and developed models and is a subsidiary of YMENV. In May 1984, Yamaha made several bold advances in the Italian market. Yamaha formed a technical-assistance agreement with Motori Minarelli, a small engine manufacturer, to give local engine assembly for the DT125L/C. A year later, a similar arrangement was made with Belgarda S.p.A, a motorcycle sales company, regarding the manufacturing of bikes. In May 1986, the first DT125L/C, with a Motori Minarelli engine rolled off the assembly line at the Belgarda factory. Motori Minarelli became a member of the Yamaha Motor Group in 1989 when Yamaha took a 40% stake in the company, and in 2003 it became a wholly-owned YMENV subsidiary, still manufacturing and selling engines used in motorcycles, scooters and mopeds. In 2021, YMENV and Fantic Motor agreed on a deal to make Motori Minarelli a 100% subsidiary of Fantic Motor. In this way, the existing YMENV and Fantic Motor synergy has been further strengthened, bringing the collaboration between the two companies to the next level in the fields of motorcycle and e-mobility. After the Italian government withdrew from the European monetary system in 1992, Yamaha raised its stake in Belgarda to 80%, making it a Yamaha Motor Group company as well, with Belgarda producing 600cc motorcycles. Belgarda changed its name to Yamaha Motor Italia S.p.A. (YMIT) in 2004, which nowadays operates marketing, sales and service activities in the Italian market. Even though the Italian factory stopped its operations in 2008, the Yamaha hub in Italy has continued to grow over the years, opening the European R&D centre (YMRE) in 2000, and establishing the European headquarters for Yamaha’s MotoGP Factory Racing operations in Gerno di Lesmo. Buster SuperMagnum, one of Inha Works’ flagship models. More recently, in 2017, we took a full interest in the boat manufacturing company, Inha Works Ltd. (IWL) in Finland to strengthen our leading position in the marine business. IWL manufactures, markets and sells Buster, Yamarin …

Our Foundation

OUR FOUNDATION ” I want to try to manufacture motorcycle engines ” Genichi Kawakami, Yamaha Motor’s first President It was from these words spoken by Genichi Kawakami in 1953, that today’s Yamaha Motor Company was born. Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president of Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation). Genichi studied and graduated from Takachiho Higher Commercial School in March of 1934. In July of 1937, he was the second Kawakami to join the Nippon Gakki Company. He quickly rose to the position of manager of the company’s Tenryu Factory Company which produced musical instruments, and then Senior General Manager, before assuming the role of the fourth-generation President in 1950 at the young age of 38. In 1953, Genichi was looking for a way to make use of idle machining equipment that had previously been used to make aircraft propellers. Looking back on the founding of Yamaha Motor Company, Genichi had this to say: “While the company was performing well and had some financial leeway, I felt the need to look for our next area of business. Demand is something we create. So, I did some research.” He looked into manufacturing many products, including sewing machines, auto parts, scooters, three-wheeled utility vehicles, and…motorcycles. Eventually, the market and competitive factors led him to focus only on the motorcycle market. Genichi visited the United States many times during this period, and he had his research division chief and other managers visit leading motorcycle factories around the country. Genichi Kawakami. Founder of Yamaha Motor Co., Ltd. “They returned and told me there was still plenty of opportunity, even considering the fact that we were entering the market late. I didn’t want to be completely unprepared in this unfamiliar business so we toured to German factories before setting out to build our first 125cc bike. I joined their tour around Europe, during which my chief engineers learned how to build motorbikes. We did as much research as possible to ensure that we could build a bike as good as any out there. Once we had that confidence, we started going.” “If you are going to make it, make it the very best there is.“ With these words as their motto, the development team poured all their energies into building the first prototype, and ten months later in August of 1954 the first model was complete. It was the Yamaha YA-1. The bike was powered by an air-cooled, 2-stroke, single-cylinder 125cc engine. Once finished, it was put through an unprecedented 10,000 km endurance test to ensure its quality was top-class. This was destined to be the first crystallization of what has now become a long tradition of Yamaha creativity and an inexhaustible spirit of challenge. 1955 YA-1 Nickname: Akatombo, Red Dragonfly. The finish line at the YA-1 10,000km durability test, 1954 October. Genichi Kawakami at a YA-1 test ride at the Asama course. The Hamakita Factory of Nippon Gakki was built in January 1955 and production on the Yamaha YA-1 began. With confidence in the new direction that Genichi was taking, Yamaha Motor Co., Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic employees, the new motorcycle manufacturer built about 200 units per month. Just days after its foundation, Yamaha entered its new YA-1 in Japan’s two biggest race events: the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In both debuts, Yamaha won the 125cc class. The following year the YA-1 won again at the Asama Highlands Race in the Light and Ultra-light classes. By 1956, a second model was ready for production, the YC1, a 175cc single-cylinder two-stroke and in 1957, Yamaha began production of its first 250cc, two-stroke twin, the YD1. Based on Genichi’s firm belief that a product isn’t a product until it can hold its own around the world, in 1958 Yamaha became the first Japanese maker to venture into the international race arena. The result was an impressive 6th place in the Catalina Grand Prix race in the USA. News of this achievement won immediate recognition for the high level of Yamaha technology not only in Japan but among American race fans too – and this was just the beginning. Using the momentum gained in the USA, Yamaha took quick action and began marketing their motorcycles through an independent distributor in California. In 1958, Cooper Motors began selling the YD-1 250 and the MF-1 (a 50cc, two-stroke, single cylinder, step-through street bike). In 1960, the Yamaha International Corporation began selling motorcycles in the USA through dealers. Then in 1960, with overseas experiences under his belt, Genichi turned his attention to the Marine industry and the production of Yamaha’s first boats and marine engine. This began an aggressive expansion into new fields utilizing the new engines and FRP (fiberglass reinforced plastic) technologies. The first watercraft model was the CAT-21, followed by the RUN-13 and the P-7 123cc marine engine. The start of the 1st Asama Highland Race. The first trial-manufactured YA-1 along with its technical team. The 250cc YD-1 test ride from Hamamatsu to Tokyo in 1957. In 1963, Yamaha demonstrated its focus on cutting-edge technological innovations by developing the Autolube System. This landmark solution was a separate oil injection system for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil. Yamaha was building a strong reputation as a superior manufacturer, and this was reflected in its first project from its new plant in Iwata, Japan, built in 1966, where Toyota and Yamaha teamed up to produce the highly regarded Toyota 2000 GT sports car. This very limited-edition vehicle created a sensation among enthusiasts in Japan and abroad – and it’s still admired for its performance and craftsmanship today. Genichi: “I believe that the most important thing when building a product is to always keep in mind the standpoint of the people who will use it.“ An example of Yamaha’s commitment to “walking in the customers’ shoes” was the decision to continue its expansion with overseas motorcycle …

About Yamaha

ABOUT US Our Mission Ever since our founder, Genichi Kawakami, established Yamaha Motor in 1955, it has been our mission to give you Kando with our products and our services. What is Kando? Let us explain. Read More Our Foundation “I want to try to manufacture motorcycle engines.” It was from these words spoken by Genichi Kawakami (Yamaha Motor’s first President) in 1953, that today’s Yamaha Motor Company was born. Read More Yamaha in Europe We took on the challenge of competing in Europe – the historical home of motorsport. From then on, Yamaha’s motorcycle imports were handled by importers in each country throughout the continent. Read More

2025 Yamaha Motorcycles & Scooters now backed by two-year factory warranty

2025 Yamaha Motorcycles & Scooters now backed by two-year factory warranty Yamaha Motor is thrilled to announce a game-changing enhancement to its customer aftersales offering. Effective immediately, all road-going motorcycle and scooter models registered after the 1st of January 2025, including the versatile NEO’s electric scooter and its batteries, will come with an extended two-Year Factory Warranty as standard. Ever since it was founded in 1955, the Yamaha Motor Company set out on a mission to create machines that would both innovate and thrill, offering each Yamaha rider the feeling of deep satisfaction and excitement born from encountering something of exceptional value, quality, and performance – KANDO. As part of that mission to deliver exceptional value, this new two-Year Factory Warranty is a testament to Yamaha’s confidence in the quality, durability, and reliability of its products. Whether riders are touring long distances on the new TRACER 9 GT, unleashing the cutting-edge R9, or clocking up the miles through London on the new NMAX 125 TECH MAX, this additional 12 months of extended Factory-backed Warranty aims to provide customers with enhanced peace of mind during every ride, and cement motorcycles and scooters as an even more compelling choice for 2025 and beyond. Offering a premium design combined with a sporty character and everyday versatility, the XMAX models give every commuter an excellent balance of performance, style, functionality, and economy. The new model year sees several important changes and refinements that are designed to make these leading models even more attractive to both new and existing MAX riders. Designed for suburban commuters and city dwellers who appreciate Yamaha’s leading build quality – and want a stylish, enjoyable, and cost-effective way to beat the traffic jams – the XMAX is one of today’s smartest and most efficient commuters. New for 2025 are the ultimate Tech MAX+ models that take riding comfort to the next level as they are exclusively equipped with a heated seat and heated grips and benefit from all of the premium features seen on the Tech MAX models.

New XMAX Sport Scooters: Experience the MAX!

New XMAX Sport Scooters: Experience the MAX! Yamaha’s MAX Sport Scooter line-up is one of the most popular and successful ranges of powered two-wheelers in the European and Asean markets, and 2025 sees the global launch of the new XMAX models that offer customers an even wider choice as well as a higher specification and reduced emissions. Offering a premium design combined with a sporty character and everyday versatility, the XMAX models give every commuter an excellent balance of performance, style, functionality, and economy. The new model year sees several important changes and refinements that are designed to make these leading models even more attractive to both new and existing MAX riders. Designed for suburban commuters and city dwellers who appreciate Yamaha’s leading build quality – and want a stylish, enjoyable, and cost-effective way to beat the traffic jams – the XMAX is one of today’s smartest and most efficient commuters. New for 2025 are the ultimate Tech MAX+ models that take riding comfort to the next level as they are exclusively equipped with a heated seat and heated grips and benefit from all of the premium features seen on the Tech MAX models.

World’s first backflip with a Ténéré 700

World’s first backflip with a Ténéré 700 We already knew the Ténéré 700 was capable of riding around the world, crossing the highest passes, winning the most gruelling and competitive rallies and even performing on motocross tracks as well as trial and enduro. But why stop there? Until today, one area not explored with the Ténéré to date was Freestyle motocross. Watch the video and see a world-first yourself! The Ténéré 700 can really do everything. Until today, a backflip was a feat never achieved before on a Ténéré and is especially difficult because of the bikes size, which is almost twice that of the motocross bikes you’d usually find in FMX. Experienced rider Jérémy Rouanet accepted the challenge. Taking a Ténéré 700 prepared with great care in the workshops of the Ténéré Yamaha Rally Team with a host of GYTR accessories and an Akrapovič exhaust, Rouanet was able to perfect the backflip after just a few weeks’ training! The Motorcycle The machine prepared for the occasion was based on the Ténéré 700 Rally Edition and modified to perfection by the Ténéré Yamaha Rally Team who equipped it with a range of GYTR accessories.

Yamaha launches next-generation HARMO electric outboard

Yamaha launches next-generation HARMO electric outboard Yamaha Motor Europe is excited to unveil the latest version of its pioneering HARMO electric outboard, now featuring a series of upgrades designed to deliver a more versatile, more intuitive boating experience. Exciting new applications and configurations open the doors to wider electric engine usage: New HARMO 2.0 is suited to many new configurations including single and twin. The new sleek design offers an ultra-modern aesthetic and installation on a greater variety of watercraft, everything from houseboats to water taxis via rental boats. Full rigging or joystick control packages offer more choice to boaters. The revolutionary integrated electric propulsion and steering control system, now offers enhanced capabilities and refined control features that build on the groundbreaking design of its predecessor. This new version retains all the hallmark benefits of HARMO’s first iteration—quiet, eco-friendly performance, intuitive handling, and Yamaha’s signature reliability—while pushing the boundaries of electric propulsion technology even further. Building on the acclaimed design of the original HARMO, this next-generation model combines an exciting new design, more configuration options and a choice of control packages to redefine what’s possible in electric propulsion for the marine industry. Fabrice Lacoume, Marine Director at Yamaha Motor Europe, says: “We’re really excited to bring HARMO 2.0 to Europe. It includes all the innovative engineering that made HARMO 1.0 such a breakthrough, and now offers incredible versatility with so many different possible boating applications, engine configurations, and control options. “At Yamaha, we believe that electric engines will be a key part of achieving carbon neutrality in the marine industry, alongside alternative sustainable fuels and hydrogen power. With this in mind, the whole team is very proud to launch this new model which will see electric engines installed on a far wider range of watercraft than ever before.

Yamaha Motor invests in Electric Motion SAS

Yamaha Motor invests in Electric Motion SAS Yamaha Motor announces that it has invested in French EV company Electric Motion SAS (hereafter, “Electric Motion”), a company that develops and manufactures electric motorcycles for trials and off-road riding. The aim of this investment is to raise the presence of both companies in the electric motorcycle market as well as to delve into the possibilities available with electric motorcycles for competition. As strategic partners, the two companies will bring together their respective expertise and capabilities to explore collaborative avenues in technology development.   Since its founding in 2009, Electric Motion has sold its products under the “EM” brand name in approximately 40 countries around the world —including Japan— and is steadily increasing its presence in the market for competition trials and off-road bikes. Electric Motion’s products have achieved spectacular results in the Trial World Championship, the FIM E-Xplorer World Cup —the world’s premier electric off-road motorcycle racing series— and other events. Yamaha, in line with its Yamaha Motor Group Environmental Plan 2050, is working toward being carbon neutral* throughout all of its supply chains, including the company’s business activities by 2050. As we strive to achieve a more sustainable world, Yamaha will continue to promote the research and development of technologies and products that contribute to  sustainability.

New NMAX 125 Tech MAX and NMAX 125

New NMAX 125 Tech MAX and NMAX 125 For 2025 Yamaha’s market leading Sport Scooter range gets a significant boost with the addition of two dynamic new models to Yamaha’s leading line up: NMAX 125 and NMAX 125 Tech MAX. Created with pure MAX DNA – and featuring a strong focus on sporty style together with first class build quality, these two new lightweights project an instantly recognizable MAX look. 2025 NMAX 125 2025 NMAX 125 Tech MAX

2025 Yamaha Motorcycles and Scooters Range Updates

2025 Yamaha Motorcycles and Scooters Range Updates Since the Yamaha Motor Company was founded in 1955, its mission has been to create innovative machines, which transcend boundaries and offer each Yamaha rider the feeling of deep satisfaction and intense excitement born from encountering something of exceptional value, quality and performance – KANDO. Sport Touring For 2025, the popular TRACER 9 Sport Touring models, including the TRACER 9, TRACER 9 GT and TRACER 9 GT+, have been completely re-styled and are now all available with Y-AMT. HYPER NAKED: MT-07 Similarly, the class-leading MT-07 Hyper Naked also benefits from more aggressive styling inspired by the Dark Side of Japan, as well as significant updates in technology. To complement the changes, the Hyper Naked segment embraces a new tone set by the ‘Ice Storm’ colour that has been embedded into the Dark Side of Japan philosophy. Sport Heritage Yamaha’s Racing heritage is second to none, and the Sport Heritage range exemplifies this. The naked XSR900 roadster sees a number of updates for 2025, including a sleeker and more stylish seat and a new 5” TFT with connectivity and three themes. Hyper Naked The MT-03 and MT-125 are also updated for 2025 to adhere to EU5+ regulations, as well as to enhance smartphone connectivity to keep you informed and connected. The MT-125 riders are now able to use turn-by-turn navigation on the TFT dashboard, control music and see weather updates, while the MT-03 riders can be notified of incoming calls and messages via the LCD meter. Supersport A completely new model enters the Supersport class in 2025 with the highly anticipated CP3-powered R9 joining the line-up as Yamaha’s flagship road-going Supersport model, marking the beginning of a whole new generation. The R9 is joined in the Supersport class for 2025 by the new track-focused R1 RACE and R1 GYTR. Adventure Born of the story of legend, the Ténéré 700 also sees updates in styling, chassis and technology for 2025. The ‘Sky Blue’ featuring black and white speedblocks reminiscent of the iconic Dakar machines from the ‘80s is introduced on the new Tenere 700 Rally. TMAX Tech MAX The 2025 TMAX Tech MAX comes with a premium finish that underlines its status as the ultimate Yamaha Sport Scooter, looks completed by the new ‘Tech Kamo’ and ‘Ceramic Grey’ colours.