The Basis of Creating Value

Global Brand
Strategy

Global Brand Strategy aims to enhance corporate value and strengthen the brandKando Cycle• Kando Cycle describes how we, Yamaha Motor, conduct our business from a brand perspective.

The Yamaha Motor Group views the further enhancement of Yamaha’sservices, and sharing those activities on a Global Brand Site. In 2018,

brand value as an important management issue, and is pursuing aawareness surveys will be carried out and brand workshops will be held

Global Brand Strategy to enhance corporate value and brand strength.

for employees in Japan and overseas, and activities will seek to instill

In January 2017, senior managers at headquarters and overseas• As a “Kando Creating Company,” we continuously generate new Kando by expanding the linkage of Kando experiences and increase both our brandvalue and our corporate value.

the unique style of Yamaha using booklets, videos, and other tools.

Understand &experience the uniquestyle of Yamaha

Build the excitement forhaving products with theunique style of Yamaha

promote a Global Brand Strategy, measure and analyze brand value,Communicate the uniquestyle of Yamaha and its
experiences to customers

anniversary of the Company’s founding, was designated as Brand Day
to strengthen internal branding. This internal branding involves

Spreading theunique style of Yamaha
continuously

C4
Strengthening customer’sbond and loyalty to Yamaha
through service

Y4and provide feedback to senior management. In addition, July 1, theB1

Build customer’s
emotional attachment toYamaha

C2

C1

subsidiaries met to form a Brand Committee that would propose andKando for employeesand partners

B2
Increase potential fansY1promoting activities to increase the understanding of and affection

Y3

toward the brand by all Group employees around the world, leading tothe demonstration of the unique style of Yamaha in our products andRedefining “The Unique Style of Yamaha” in Five Words

C3
Kandofor customers

Develop partners’
loyalty to the uniquestyle of Yamaha

B3

Foster employees’pride
Embody the unique styleof Yamaha

Increase newcustomers/applicants

C5

When Brand Day was designated in 2017, five words were chosen

The “Revs your Heart” brand slogan was formulated in 2013 to express

as a definition to embody the unique style of Yamaha: Innovation,Yamaha Motor’s corporate mission of being a “Kando* Creating

Excitement, Confidence, Emotion, and Ties. By sharing the three layersCompany.” The term “Revs” has two meanings—increasing the speedof the corporate mission, brand slogan, and the unique style of Yamahaof an engine and causing excitement—and “Revs your Heart” expresses

across the entire Group, we will continue to work to enhance corporate

our desire to excite customers with a sense of Kando through various

value and strengthen the brand.

innovations and products, similar to giving power to an engine.

*Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that
we experience when we encounter something of exceptional value.

Corporate Mission

Kando Creating Company

Y2

Develop technology,products & services
with the unique style ofYamaha

C6

Increase profit perunit, number of sales,profit, stock price

Y: Yamaha
C: Customer
B: Business

Expand investment

Examples of Global Brand Strategy Promotion
VietnamThailand

Brand training for employees

Placed in Top 3 for “Best Brand Performance 2017”Yamaha Motor Vietnam (YMVN) held brand training sessions for

For the second year in a row, Thai Yamaha Motor (TYM) was one of theemployees at a Hilton hotel in Hanoi and a Pullman hotel in Ho Chi Minh

three finalists for the Automobile division of the Best Brand Performance

City in July 2017. More than 100 people participated in each event andawards at the Thailand Zocial Awards 2017. This award recognizes

gained a better understanding of the unique style of Yamaha. Frombrands in various segments for their social contribution, and being aAugust, these events were expanded to include roughly 5,000

finalist for two consecutive years is an acknowledgment of TYM as aemployees of our factories in Hanoi.

company that has created a sustainable economic model.

Employees who participated in YMVN’s brand training

TYM employees who accepted the award

Brand Slogan

The Unique Style of Yamaha

発Innovation

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Yamaha Motor Co., Ltd. ⎜ Annual Report 2017

悦信

Excitement Confidence

魅結Emotion

Ties

Yamaha Motor Co., Ltd. ⎜ Annual Report 201735

The Basis of Creating Value

HumanResources

mental and physical health, we established the Rules Regarding Overtime

Global perspective and respect for diversity
The Yamaha Motor Group strives to create workplaces that respect diversity, with the aim of achieving an organizational structure that is based on thesharing of ideas, equally high ambitions and spirit, cooperation, and joy in our work among the Company and its employees from a global perspective.

Work, which are stricter than the legal requirements and based onand regulations, we offer ongoing health guidance to employees wholabor-management consultations. In addition, the Labor-Management

are at risk of lifestyle-related diseases and incentives to encourageCommittee on Working Hours, comprised of participants from both theemployees to quit smoking, among other programs. For employee familylabor union and the Company, meets every month to confirm themembers, we provide subsidies through our health insurance

present state of working hours.

association for those receiving regular health checks, cancer screening,

Organization Thriving on Diversity

Multifaceted Human Resources Development

Based on our fundamental belief that “all corporate activity originates firstAs our business becomes increasingly global in scale, we believe we needof all with and for people,” we have clearly defined our stance on humanto step up our efforts in the area of human resources development, foremployees to take time away from work by setting targets for bothrights in the Basic Policies of CSR and the Code of Ethics. Moreover, towhich we are expanding our human resources development programs

employees and management, and sending special notices to those eligible

prior to posting on infectious diseases such as viral hepatitis andmaintain continuous growth, we believe it is important that our workforce

each year to address employees in a variety of positions.

for five consecutive days of paid leave.

general health management, provide education on preventing infection

incorporates diverse viewpoints and values, reflecting different

Regarding the use of paid leave, we make efforts to encourage ourSpecifically, our programs include stratified training, training to refine

and complete physical examinations.
For employees scheduled to be stationed overseas, we hold training

as well as prophylactic medications for employees who are traveling—

specific functional skills, and training systems that develop humanWorkplace Safety and Healthincluding on business trips—to areas where there is a risk ofTo achieve this, we have developed and implemented common

resources who are able to work at the global level through fourth-year-

Under the leadership of the Central Safety and Health Committee, with

contracting endemic diseases such as malaria. In addition, themanagement development programs around the world and introduced

employee overseas experience, working as an overseas trainee andauthority delegated by the President and Chief Executive Officer,

occupational health physician in charge conducts regular tours of the

global human resources systems to train and hire talented staff as westudying at a university abroad, as well as coaching to enhance

Yamaha Motor is promoting the establishment of a safe and healthy

overseas posting areas and monitors the health levels and living

work to build an organization that utilizes global experience andperformance as an organization with cohesive teamwork.

working environment around the world.

environments of employees stationed abroad. Furthermore, to handle

experiences, skills, and attributes.

knowledge. We will recruit superior management personnel regardless ofThis coaching was implemented in 2016 as an effective tool to makeFor example, we strive to prevent occupational accidents by

unexpected circumstances such as sudden illness, we have contracts

their nationality, place of birth or any attributes, and aim to have local

managers fully function as the middle management in the organization,

performing risk assessments in accordance with the Occupationalwith private medical service operators who provide both consultations

managers fill 60% of management positions at overseas subsidiaries byand was completely rolled out from 2017 in more workplaces.

Safety and Health Management System (OSHMS) to detect potentialand emergency transportation services.

2018. In terms of hiring new graduates, we are using global hiring for adangers and harmful conditions in the workplace. In addition, we areMoreover, to promote health through recreation, we organize events

Supporting Work-Life Balance

focused on developing human resources who can support workplacesuch as the “Walk, Walk Campaign” led by the Health Promotion Center.

We support career planning that is based on the assumption of mutualsafety and a healthy occupational environment through job-specific

In terms of facilities, there is a gymnasium near headquarters that canpursuing targets of doubling the number of women hired for

confirmation by both the employee and the Company, and aim to create

education and training to improve the skills of safety managers,

be used free of charge by Group employees, their families, and by

managerial positions in 2014 by 2020, and to hire three times theworkplaces that promote a healthy work-life balance.

supervisors, and operations chiefs, and by holding occupational safety

former employees, and some workplaces have gyms with training

and health meetings.

machines on their premises.

certain percentage of general entry-level positions.
To promote active participation by women, we have set and are2014 number by 2025.
For people with disabilities, in October 2015, we establishedWe are enhancing our systems so that employees can work in waysthat suit their individual circumstances, by providing childcare leave,

Starting in 2008, our headquarters introduced a system for

Yamaha Motor MIRAI Co., Ltd. to provide a place where they cannursing care leave, and family illness leave, as well as systems such as

inspecting Yamaha’s main manufacturing centers to determine if they

TOPICS 1st Yamaha Motor Woman Forum

participate actively in accordance with their capabilities and to promote

flexible work time, short working hours, and the rehiring of employees

are meeting OSHMS standards, with group certification granted toThe 1st Yamaha Motor Woman Forum was held at headquarters intheir social independence. The company began full-scale operations in

who resigned to accompany their spouse on overseas postings. We arecenters that have achieved the required level and follow-ups conducted

October 2017. Employees were invited to form teams to present

2016, and in addition to expanding its areas of operations to include

also working to support employees raising children through Wai-Wai

on a regular basis.

proposals for new mobility or new businesses for women in Japan,

parts packaging and office cleaning, it has been holding various events

Land, an in-house childcare facility providing broad-based support forincluding company tours and the President’s Awards (a skills contest) as

both work and family. In 2016, we expanded the size of this facility andEmployee Healtha way to increase job satisfaction and motivation.

increased the number of children that can be accepted.

We engage in a wide range of initiatives to help employees maintain

With the aim of reducing overtime and in consideration of maintaining

36

For example, in addition to health checks in accordance with laws

Yamaha Motor Co., Ltd. ⎜ Annual Report 2017

and the presentations of successful examples of productdevelopment from the perspective of women, speeches by outside
female lecturers and workshops made the event a success.

and improve their health.

Yamaha Motor Co., Ltd. ⎜ Annual Report 201737

The Basis of Creating Value

Research andDevelopment

Core technical competencies for realizing “Revs your Heart” and Jin-Ki Kanno ideal

Strengthening and Developing the Core Technical Competencies at the Heart of the Jin-Ki Kanno Ideal
The world of personal mobility is experiencing major changes, including the use of AI and automated driving for safe mobility with peace of mind, andYamaha Motor operates businesses with highly unique products in 16 areas, including motorcycles, marine engines, ROVs, electrically power-assisted

the introduction of electric vehicles to address climate change. This is the backdrop against which Yamaha Motor is strengthening and developing thebicycles, electric wheelchairs, and robotics through the fusion of three core technical competencies: powertrain technologies developed through ourcore technical competencies at the heart of the Jin-Ki Kanno ideal.

main motorcycle business, chassis and hull technologies, and electronic control technologies. All of these products and businesses embody the “Revsyour Heart” slogan by incorporating Yamaha Motor’s exclusive development ideal of Jin-Ki Kanno.

New Business Model
Promoting the use of information, telecommunications, and IoT technologies amid expanding sharing services

Leaning Multi-Wheelers(LMW)

Yamaha Motor’s Core Technical Competencies

Electrically PowerAssisted Bicycles

that go beyond owning something to providing an experience

ElectricWheelchairs

Low-speed automated driving system• Powertrains
Snowmobiles• Chassis and hulls

ATVs and ROVs

Industrial Machineryand Robots

AutomobileEngines• Electronic control

public implementation testing of automated driving. We are adapting
the electromagnetic guidance self-driving technology developed overIndustrial-use
Unmanned Helicopters

Snow Throwers

Personal Watercraft
Generators

Motorcycles

Exclusive Development Ideal—Jin-Ki Kanno

We are providing compact vehicles based on a golf car design formany years in golf cars and equipping the vehicles with our proprietarystereo vision obstacle detection system. Attention is being placed on
this technology as a people- and environment-friendly sustainable

Swimming Pools

Technology born from Jin-Ki Kanno seeks to deliver to users theGolf Cars
Boats

Marine Enginestransport system for rural areas with contracting, aging populations.

seductive exhilaration felt when they truly become one with theirmachine. This is a solid part of our Yamaha Monozukuri framework; thedevelopment style that permeates all our workplaces is to quantify andfine-tune this kind of exciting performance, which we call Kanno Seino,Powertrain
Technologies

ElectronicControl
Technologies

Chassisand Hull
Technologies

New Concept in Mobility

and then build it into our products.

Aiming to realize enjoyable movement and prosperous society with personal mobility

Jin-Ki Kanno makes it possible for machines and mechanisms tobecome familiar with a person’s intentions and movements, and achieve

Reference vehicle exhibited at the Tokyo Motor Show 2017a natural responsiveness. In the area of personal mobility, for example,
being able to feel as one with the machine creates an operability thatenables the user to achieve performance that exceeds expectations. In

Expanding LMW* possibilities
Mobility that allows more people to experience theJin-Ki Kanno

sensations of a motorcycle. Small, leaning mobility aims

in active human operation

to give an enjoyable ride with the true pleasure of driveraddition, supporting a person’s life and work provides a sense ofand machine as one for a sensuous feeling and stability

excitement that makes it possible to operate the machine comfortably

while addressing social issues.

and naturally.

*Leaning Multi-Wheel: Yamaha’s designation for vehicles with three or more wheelsthat lean like a motorcycle when making turns.

Jin-Ki Kanno
supporting people’s lives and work

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Yamaha Motor Co., Ltd. ⎜ Annual Report 2017

TRITOWN

MWC-4

Yamaha Motor Co., Ltd. ⎜ Annual Report 201739