India Yamaha Motor opens 200th Blue Square showroom in Chennai, targets 300 by year-end

Milestone 200th Blue Square showroom inaugurated three-and-a-half years after the first such exclusive outlet was opened, also in Chennai.

By Dinshaw Magol, Autocar India calendar 17 Jun 2023 Views icon4025 Views Share - Share to Facebook Share to Twitter Share to LinkedIn Share to Whatsapp
India Yamaha Motor opens 200th Blue Square showroom in Chennai, targets 300 by year-end

India Yamaha Motor has opened its 200th Blue Square showroom in Chennai. The network expansion and milestone dealership comes just under a year after the company announced its plans to convert all its dealerships into Blue Square outlets. Furthermore, by the end of this year, there will be 300 Blue Square stores in India. The Japanese scooter and motorcycle manufacturer had opened its first Blue Square showroom in Chennai in early December 2019.

A Blue Square dealership essentially is a more premium dealership through which certain flagship models will be sold exclusively, official Yamaha apparel and accessories as well as their other two-wheeled offerings. Currently, the Aerox 155 maxi-sport scooter is the only Blue Square-exclusive model in India. Official Yamaha merchandise and motorcycle maintenance products are also sold through Blue Square showrooms. 

The company plans to have just Blue Square dealerships in the future through which all its products will be sold. When Yamaha does launch its first EVs as well as its larger capacity, multi-cylinder models, they will all be retailed side-by-side alongside the existing line-up of small-capacity two-wheelers in Blue Square dealerships.

Speaking on the occasion, Eishin Chihana, chairman, Yamaha Motor India Group of Companies said, “I am truly delighted to share that under our 'The Call of the Blue' brand campaign, we have successfully inaugurated 200 Blue Square outlets, which embody Yamaha's commitment to providing unparalleled customer satisfaction and an extraordinary ownership experience. Our ambition is to further expand the Blue Square outlets, ensuring that every Yamaha customer receives the exceptional experience they truly deserve from a world-renowned brand like Yamaha. By end of 2023, we plan to increase the count of these exclusive outlets to 300.”

Sales up 20% in April-May 2023

In the first two months of the ongoing fiscal year, India Yamaha has sold a total of 106,510 two-wheelers, recording 20% year-on-year growth (April-May 2022: 88,875 units) and increasing its market share to 3.79% from 3.67% a year ago.

The cumulative sales in April-May 2023 comprise 72,049 motorcycles, up 11% YoY (April-May 2022: 64,772 units) and 34,461 scooters, up 43% YoY (April-May 2022: 24,103 units). While its motorcycle market share is down marginally to 3.94% from 4.16% a year ago, its share of the scooter market has risen to 3.78% from 3.06% a year ago.

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