Yamaha’s second Blue Square showroom opens in Chennai, plans 98 more across India

by Sricharan R 09 Mar 2020


Along with its continuing shift towards BS VI-compliant two-wheelers, India Yamaha Motors is also committed to transforming its showrooms to a unique concept-driven centre. The two-wheeler manufacturer which opened its first Blue Square showroom in Chennai in early December 2019, has opened its second such showroom in Chennai, recently.

Blue Square is a unique concept-driven showroom that constitutes Yamaha’s racing DNA of excitement, sport, and style. The launch is part of the Call of the Blue campaign, which kicked off in 2018 and expanded in 2019 through its new products and Yamaha experiences. The new showroom, set up by Sri Motors, is spread across 2,450 square feet.

This is the first Blue Square showroom in 2020. Yamaha plans to launch 100 such outlets across India. The timeline for the same though has not been revealed. The new showroom institutes Yamaha’s identity of racing DNA through a visual and exhibitory outline of showroom design on the exterior porticos of the outlet. The blue-themed interior ambience inside the outlets and display of motorcycles and scooters are also based upon the company’s racing DNA and style.

The showroom also has accessories, apparels, and genuine spare parts. This is aimed at enhancing the Yamaha’s brand equity in the market for premium motorcycles and scooters in the future.

The Blue Square showrooms will maintain a log of all customer records digitally. Customers can also download the brochures digitally by scanning the vehicle QR codes. According to Yamaha, this will provide an on-time response and will improve communication between the customer and dealer. In the future, technologies like face-scanning systems will be introduced. Yamaha, in the coming years, will also connect the 'Dealer Management System' for more effective and on-time communication.

Yamaha feels the heat of the slowdown
In the ongoing fiscal, for the April 2019-January 2020 period, Yamaha has sold a total of 477,844 units, which is a sharp 28.38 percent year-on-year decline (April 2018-January 2019: 667,209). This market performance has seen its two-wheeler market share reduce marginally to 3.13 percent from 3.68 percent a year ago.