Yamaha 2021. Global Sales Down 15.3% in the Third Quarter

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Yamaha Motorcycles Global Sales in the first nine months of the 2021 were 3 million, up 15.3% vs the 2020, but down 13.8% vs the 2019. Compared to last year sales improved in all regions, but compared with 2019 declined in double-digit in ASEAN, Indian and Chinese regions, the 3 most relevant for the manufacturers.

McD tracks new vehicles registrations across the World (over 80 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split. 

Yamaha Global Sales Trend in 2021

Following a rapid recovery performed in the first half, when global sales improved 31.3% vs the correspondent period last year, in the third quarter Yamaha sales declined sharply (-10.2%) compromising the expectation to be back at the pre-Covid sales level in this year.

In the first nine months of the 2021, global registrations have been 3 million, up 15.3% vs the 2020, but down 13.8% vs the 2019. Compared to last year sales improved in all regions, but compared with 2019 declined in double-digit in ASEAN, Indian and Chinese regions, the 3 most relevant for the manufacturers.

In the ASEAN sales are better than in 2019 only in Thailand, while in all the other countries lost are in double-digits. In Vietnam sales are down 6.8% compared with 2020 as well.

In India sales are up only 6% vs 2020 while a strong recovery is in place in Pakistan (+38%).

Sales are fast growing in the Latin America (+35.9%) mainly due to the boom in Brazil, Paraguay, Ecuador and Colombia.

In Europe sales improved a mere 2%, losing market share and terrain towards Honda. In the top country, France, sales are down 4% and Yamaha lost the leadership after almost a decade. Sales are down even in Germany (-15%), Sweden (-22%), The Netherlands (-10.3%), Finland (-16.5%), Luxemburg and Latvia.

2022-Yamaha-YZ125b
2022-Yamaha-YZ125b

Yamaha Global Performance in recent years

Yamaha has been the second largest motorcycles manufacturers since the ’90, losing one place in the 2012, when Hero, the former Honda partner for India, divorced by the Japanese partner establishing its own motorcycles company, the second largest in the World in those years.

Yamaha in the last ten years has lost global sales, from 5.5 million units hit in the 2012 to 3.3 million in the 2020, when the manufacturer suffered more than other the covid 19 impact. Indeed, before covid, in the 2019 sales were 4.6 million, reflecting the decline in two major markets, Indonesia and Vietnam, only partially offset by growth in new markets, like the Philippines.

In the 2020 sales dropped down in the ASEAN region, which represents the 58% of Yamaha global sales, causing a fall at global level of 1.3 million sales or 28%.

Yamaha Heritage and Innovation

The motorcycle division of Yamaha was founded in 1955, being incorporated on 1 July 1955 in Japan,[6] and was headed by Genichi Kawakami. Yamaha’s initial product was a 125 cc (7.6 cu in) two-cycle, single cylinder motorcycle, the YA-1.

In 1968 Yamaha launched their first four-stroke motorcycle, the XS-1. The Yamaha XS-1 was a 650cc four-stroke twin, a larger and more powerful machine that equaled the displacement and performance of the popular British bikes of the era, such as the Triumph Bonneville and BSA Gold Star.

In the early 1970s, Yamaha added reed-valve induction to its previously piston-ported designs to produce the twin-cylinder RD and single-cylinder RS families, with variants in a number of capacities. 

By 1980 the combination of consumer preference and environmental regulation made four strokes increasingly popular. Suzuki ended production of their GT two stroke series, including the flagship water-cooled two-stroke 750cc GT-750 in 1977.

In 1998 Yamaha marketed a 1000cc four cylinder road bike called the YZF ‘R1’, this model introduced a new style of gearbox design which shortened the overall length of the motor/gearbox case, to allow a more compact unit. This, in turn allowed the motor to be placed in the frame further forward, designed to improve handling in a short wheel-based frame.

In 1995, Yamaha announced the creation of Star Motorcycles, a new brand name for its cruiser series of motorcycles in the American market. In other markets, Star motorcycles are still sold under the Yamaha brand. This was an attempt to create a brand identity more closely aligned with the cruiser market segment, one of the largest and most lucrative in the USA.

In 2007, Yamaha established the Philippine operations and distributes Yamaha motorcycles under the corporate name of Yamaha Motor Philippines, Inc., one of more than 20 worldwide subsidiaries operating on all continents.