Yamaha to Tap Rural Market

Yamaha has been a successful model in the urban market in the recent days following the success of its bike in the 125 cc and in the 150 cc category. The company is now interested in tapping the potential market in the rural India by launching more exclusive models at price which are more affordable.

 “We have so far seen good sales in urban areas, mainly in the big cities, due to our image as a  premium  bike-maker. Now to further accelerate growth, we will strengthen our presence in rural  markets,” India  Yamaha Motor National Business Head Roy Kurian told PTI.

India Yamaha Motor Pvt. Ltd, a wholly owned subsidiary of Japan’s Yamaha saw a sales figure of  3.8 lakh in the year 2010 and is working on a target of selling 5.2 lakh units this year.

Mr. Roy Kurian, India Business Head of Yamaha Motor said, “Currently, about 40 per cent of our  sales  come from rural areas and we want to increase this further in the coming days” PTI. He then announced the fact that the company is interested in launching more models with an affordable price tag.

Apart from launching more models for the rural India, the company is also interested in strengthening its dealer network across India, especially in Tier III cities. Mr. Kurian also said, “Currently, we have around 400 dealers and plan to increase this in the coming days.”

To mention about the models of Yamaha which shows significant sales figures in the rural market, he uttered the names of the Crux and the YBR 110 models. . “Our main product, the Yamaha Crux, is well accepted in rural markets and the YBR 110 also contributes significantly to our sales,” he said.

Apart from rural market, the company is also interested in increasing the demand for its products in other segments as well. In the deluxe segment, it is eying to increase a 20 per cent market share and a 15 per cent market share in the premium segment. The premium segment, presently holds 10 per cent share.
“We expect to sell 25,000 units in the deluxe segment and 35,000 units in the premium segment by March,” Kurian said.

The company has two plants with an installed capacity of 6 lakh units. One in Surajpur, in the state of Uttar Pradesh, and the other one in Faridabad, Haryana. Yamaha also has plans to further strengthen production to another 1 million units by the year 2013.

Will the company succeed in this new venture? Share your thoughts with us in the form of words.

Regards,
M.Naren.
Author – BikeAdvice.in

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