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Yamaha creates dhoom in the market with superbikes launch

05-December-2007
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Yamaha creates dhoom in the market with superbikes launch

It’s a news that would rev up the adrenalin of all the deep-pocketed biker boys in India. Yamaha Motor India has launched two of its superbikes – the flagship YZF-R1 and the cruiser style MTO1 – in India. Priced at Rs 10.5 lakh, the bikes don’t come cheap, but Yamaha is seeking to rev up its market share in the country with the new launches.

So far Yamaha has not made too great inroads in the Indian two-wheeler market, having just a 3 per cent share, and a dip in the sales of its 100cc and 125cc bikes.

P Sam, Group Head-Marketing & Sales, Yamaha Motor India, said, “Through the launch of these two bikes, Yamaha will start the establishment of the Global Yamaha image in India. It will be a curtain raiser to the global brand repositioning. Though we will be present across segments, we aim to carve out a niche for Yamaha products, which would be high on technology, high on design and high on innovation.”

“The rising number of enthusiasts of big bikes, coupled with increasing income levels, makes India one of the most important markets for Yamaha. With YZF-R1 and MTO1, we will be able to enrich the riding experience of Indian bikers by adding a lifestyle quotient that would establish Yamaha’s credential as a technology superior and a cool brand. The company is committed to providing international quality and lifestyle attributes of the Yamaha brand to Indian consumers,” said Tomotaka Ishikawa, CEO& Managing Director, Yamaha Motor India.

Elaborating on the communication plans for the superbikes, Sam said, “We are not looking at mass media. We will be looking at select auto and lifestyle magazines and lifestyle channels. We will be looking to do events, especially use rock music as a platform to popularise the new bikes. We are targetting males in the 27-38 age group.”

Bates David Enterprise and Dentsu Marcom are the agencies behind the campaign.

Yamaha would initially retail the bikes from its five dealerships in Delhi, Bangalore, Chennai and Ahmedabad. It expects to increase its dealership network to 50 by 2010. The company has imparted special training to the dealers and their staff to deal with these high powered bikes. Yamaha also has dedicated websites to cater to all enquiries, queries and suggestions of customers.

And for those interested in the technical specifications – YZF-R1 has a 998cc engine that develops a power output of 176 bhp at 12,500 rpm with a torque of 112.7 Nm at 10,000 rpm. The cruiser style MT01 is powered by a 1680cc engine and has a power output of 88 bhp at 4750 rpm and a torque of 150 Nm at 3750 rpm. Both bikes come in black and blue colours.

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