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Yamaha India CEO Jim Aota in Search of a Scalable India Strategy

As Yamaha Motor India’s new CEO Hajime (Jim) Aota pushes for a locally driven strategy, the company’s India play is evolving from a niche premium positioning to a potential global influence hub.

By Kiran Murali & Ketan Thakkar

13 Jun 2026

17246 Views

Yamaha India CEO Jim Aota in Search of a Scalable India Strategy

For Jim Aota, the future of motorcycling may no longer be shaped in mature, ageing markets and then adapted for younger markets such as India. Instead, he believes products and strategies need to be built closer to where demand is growing, and consumer choices are evolving.

That view, shaped by his experience across regions and previous stint in Yamaha Motor Company’s global strategy function, is beginning to influence how the company is reassessing its India approach.

Having worked in markets where volumes are stable, and consumer bases are ageing, Aota is stepping into one that is markedly different, ...

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