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The Pursuit of Yamaha-ness – A Message from Yamaha’s CEO

Yamaha must “pursue true Yamaha-ness and break out of our old norms” if it hopes to increase profitability, says Hiroyuki Yanagi, the company’s president and chief executive officer. In an open letter released by Yamaha, Yanagi discussed what his company needed to do in order to reach its goal of producing 12 million units this year and collecting 2 trillion yen (US$22.5 billion) in sales. Yanagi’s message offered little in specific details but provided a glimpse of Yamaha’s overall strategy for the next few years.

Yamaha “Dark Side of Japan” Teases New Model Launching June 11 – Video

Yamaha has released a video teasing a new model it claims “is about to change the sport motorcycle world.” The video, called “The Dark Side Of Japan“, reveals little detail about the new model but promises all will be unveiled June 11. The video includes images from Japan’s vibrant nightlife and lively sub-culture,with youths in costume and exotic hair and makeup dancing in clubs. The new model will reflect this side of Japan, with Yamaha calling it a “new kind of brutal animal”.

What's The 2022 Yamaha R7 Like To Ride On The Street?

The R7 is a barrel of laughs on track, but is it any good on the roads? Credit: Photos by Evans Brasfield | Videos by Paisley Kerr and Sean Matic I make it a point to tell everyone who is willing to listen (and even some who aren’t) how much fun the new Yamaha R7 is. While most people get up in arms about the name of the bike, I’m over here having a blast actually riding the thing, preferably at a race track.