Over a nine-month period, the Japanese manufacturer added 100 new Blue Square locations—an average of one every three days.
23 Jul 2025 | 476 Views | By Shruti Shiraguppi
India Yamaha Motor Pvt Ltd (IYM) opened its 500th Blue Square showroom today, completing a coast-to-coast retail footprint that the company says will redefine how Indians buy and experience premium two-wheelers.
The flagship outlet, unveiled in the presence of senior Yamaha executives and dealer partners, caps a nine-month sprint ...
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India Yamaha Motor Pvt Ltd (IYM) opened its 500th Blue Square showroom today, completing a coast-to-coast retail footprint that the company says will redefine how Indians buy and experience premium two-wheelers.
The flagship outlet, unveiled in the presence of senior Yamaha executives and dealer partners, caps a nine-month sprint in which the Japanese manufacturer added 100 new Blue Square locations—an average of one every three days.
“Crossing 500 showrooms is more than a number,” said Mr. Itaru Otani, Chairman of the Yamaha Motor India Group of Companies. “It is proof of our commitment to put a piece of Yamaha’s racing soul within a 30-minute ride of every enthusiast in the country.”
From Campaign to Community
Launched in 2019, the Blue Square concept grew out of the 2018 “Call of the Blue” brand campaign, which sought to tap India’s swelling tribe of performance-hungry riders. Each showroom marries Yamaha’s Grand Prix pedigree—symbolised by the colour blue—with a high-energy retail environment that includes dedicated accessory bars, lifestyle merchandise corners and lounge areas where owners plan weekend “Blue Streaks” rides.
Yamaha says the 500 outlets are distributed evenly across North, South, East and West zones, ensuring a uniform premium experience whether a customer walks into a showroom in Imphal or Indore. All outlets display the full performance portfolio:
• Supersport R3 and naked MT-03 (321 cc)
• YZF-R15 V4, MT-15 V2 (155 cc)
• FZ Series hybrids and the crossover FZ-X
• AEROX 155 maxi-scooter
• Hybrid scooters Fascino 125 FI and Ray ZR 125 FI
Beyond the showroom, the company’s dealer network provides on-site service bays staffed with factory-trained technicians and an app-based service booking system aimed at cutting wait times.
Yamaha’s Surajpur (U.P.) and Kanchipuram (T.N.) plants manufacture motorcycles and parts for both domestic and export markets. The Indian R&D arm, YMRI, is already working on the next generation of Blue Square stores—smaller “micro-experience” pods for tier-III towns and high-street kiosks in metro malls.
With the 500-showroom milestone behind it, Yamaha says its next target is 750 Blue Square outlets by the end of 2026, firmly placing India at the centre of Yamaha’s global retail innovation roadmap.