Yamaha Targets 5M Units in 2007


Yamaha expects dealers to retail about 233,000 motorcycles and 190,000 ATVs and SSVs this year in North America. Most units will sell in the United States.

Yamaha outlined its goals in a three-year medium-term management plan called NEXT50 – Phase II. Motorcycle and ATV unit sales should help the company realize net sales of about 1.145 trillion yen this year, according to the OEM.

Japan's Yamaha Motor Co. Ltd. expects worldwide sales to reach 4.88 million motorcycles and 278,000 ATVs and Side-by-Side (SSV) vehicles this year.

In the U.S., Cypress, Calif.-based Yamaha has been charged with improving profitability through greater product differentiation. That calls for 1) continuously introducing value-added, large models such as the Star series and SSV line; 2) creating high value-added marketing; and 3) reducing costs by making processes more efficient.

The U.S. accounts for 66 percent of the company's ATV sales and almost all of the company's SSV sales.

Rhino World

Yamaha sees SSVs as a more profitable product category to develop in a mature market. It hopes to benefit from an expanded SSV category it calls "Rhino World," which promises a larger product line-up, expanding its accessories business, and developing product appeal from Yamaha brand enthusiasts.

In 2007, Yamaha wants to sell seven times the SSV (or UTV) vehicles in the U.S. than it did in 2003. This growth, the company maintains, will be generated by ATV owners moving up from entry-level vehicles through the various models and ultimately to the top-of-the-line Rhino class.