Yamaha eyes 'fuel efficient' market segment

Following on the heels of Honda and Suzuki in India, Yamaha Motorcycles India has hopped on the “fuel efficiency” bandwagon. The Japanese motorcycle manufacturer, better known for its performance bikes, is now eyeing the “fuel efficiency” obsessed slice of the Indian market.

Focusing on the strategic approach of “mileage up”, Honda Motorcycles and Scooters India (HMSI) has already introduced its Honda Eco Technology (HET) in 2013, with improved combustion, significantly reduced friction and optimized transmission in Honda engines. 

This year, Suzuki Motorcycle India has also introduced cutting edge technology in the form of Suzuki Eco Performance (SEP) engine. Suzuki engineers have developed this technology by reducing mechanical losses, efficient design of each component and attention to detail in the manufacturing process.

Yamaha is now planning a change in its strategy for the Indian market, focusing on “performance with mileage” from just “performance”. Among Yamaha Motorcycles India’s plans is to introduce fuel efficient technologies in its upcoming launches as well as upgrades of its existing models.

"Fuel economy of course is a key factor that influences the buying behaviour of the Indian customer across segments. Hence, we are investing our resources in innovations in fuel economy technologies across segments," Yamaha Motor Research and Development India Managing Director Toshikazu Kobayashi was quoted as saying. 

Yamaha Motor Research & Development India is the R&D company that is mandated with new product development for Indian and international market for Yamaha Motorcycles India. 

Rising fuel prices and the demand for more fuel efficient engines has led Yamaha to rethink its strategy. "Under such a situation, for us to continue the growth momentum further, it is imperative to provide customers value addition to the products we offer. Within this, better fuel efficiency is going to be one key growth driver in coming days," Kobayashi is quoted to have said.

The company is looking at advanced technologies such as closed loop fuel injection to improve efficiency. 

Commuter bikes account for around 70 per cent of the Indian motorcycle market and other Japanese manufacturers like Honda and Suzuki have already made inroads into this high-growth, price-sensitive segment which is ruled by Hero Motocorp.

Honda Motorcycles and Scooters India (HMSI) has two commuter-oriented offerings for the Indian market in the form of Honda Dream Neo and Honda Dream Yuga. Suzuki Motorcycle India has also got its 112cc Hayate, aimed at the high volumes entry-level commuter segment.

So far, Yamaha Motorcycles India’s sales have largely been led by the 150cc FZ and Fazer variants. Yamaha’s 100cc Crux is largely targeted at the rural market as a cheap mode of transport. With the new strategy, the company now intends to make a mark in the urban commuter segment which accounts for the largest volumes in the Indian motorcycle market.